GB/T 39071-2020 in English
VALIDBrand evaluation—Guidelines for consumer perception measuring
- Issued on:2020-07-21
- Implemented on:2021-02-01
- File Format:PDF
- Delivery:Via email within 1~3 business days
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| Standard No: | GB/T 39071-2020 |
| Document status: | VALID |
| Title in English: | Brand evaluation—Guidelines for consumer perception measuring |
| Title in Chinese: | 品牌评价 消费者感知测量指南 |
| Language: | English |
| File Format: | Electronic (PDF) |
| Delivery: | Via email within 1~3 business days |
| Issued on: | 2020-07-21 |
| Implemented on: | 2021-02-01 |
| ICS Classification: | 03.080-Services |
| Chinese Classification: | A00-Standardization and Quality Management |
| Professional Classification: | GB-National Standard |
| Related Topics: | brand
Consumption perception consumer Consumer Credit Directive consumer index Range sense Songnan Consumption Level consumer analysis cardiometer cen consumer a2 Gross spender consumers Quantity trace brand Electrode Sensing Perceived enthalpy GBT39071 GB/T 39071-2020 |
《GB/T 39071-2020品牌评价 消费者感知测量指南》由TC532（全国品牌评价标准化技术委员会）归口，主管部门为国家标准化管理委员会。
Introduction
Analysis of the Standard Core Framework
| Measurement Dimensions | Calculation Formula | Key Thresholds | Data Source |
|---|---|---|---|
| Brand Awareness | ∑(Number of People Aware/Number of Samples)×Weight | 16.13%/37.5%/61.8% | Basic Questionnaire Q1 |
| Brand Recognition | Mean Recognition Score×100% | α=Recognition/Recognition≥50% | Thurston Scale |
| Brand Reputation | (Number of Self-Disseminators/Number of Aware People)×100% | 1.62%/27.91% | Dual Question Verification |
| Brand Loyalty | (Number of Loyalists/Number of Purchasers)×100% | Industry Benchmark Comparison | Consumer Behavior Tracking |
Key Technology Evolution
This standard breaks through the financial orientation of traditional brand value assessment and innovatively establishes a four-dimensional perception indicator system:
- Introducing Brand Self-Dissemination Rate to quantify the word-of-mouth effect (Appendix B.3)
- Develop a step-by-step awareness scale (Appendix A.2)
- Establish a stratified sampling weight algorithm (4.1 General)
Key points for implementation
Questionnaire design specifications
- Awareness: single yes/no question (Standard Appendix A.1)
- Awareness: 6-level equal-interval scale (Table A.1)
- Reputation: channel tracking + recommendation behavior double verification (A.3)
- Loyalty: purchase frequency classification (A.4)
Threshold application scenarios
| Development stage | Awareness range | Management focus |
|---|---|---|
| Introduction period | 4.69%-16.13% | Awareness Cultivation |
| Growth Stage | 16.13%-61.8% | Reputation Conversion |
| Maturity Stage | >61.8% | Loyalty Improvement |
Solutions to Typical Problems
Case Study: Imbalance between Reputation and Loyalty
As shown in Appendix C of the Standard, when reputation reaches 15.19% and loyalty is only 1.02%, it is recommended that:
- Optimize channel accessibility (Clause 6.c)
- Establish a member loyalty program
- Implement purchase conversion tracking (Article 5.5)
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