GB/T 39654-2020 in English
VALIDBrand evaluation—Principles and fundamentals
- Issued on:2020-12-14
- Implemented on:2020-12-14
- File Format:PDF
- Delivery:Via email within 1~3 business days
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《GB/T 39654-2020品牌评价 原则与基础》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
Core framework of national standards for brand evaluation
GB/T39654-2020 is equivalent to the ISO20671:2019 international standard, and has built a three-tier framework including brand building elements, brand strength dimensions and value evaluation. The standard clarifies for the first time the methodology for measuring the value of a brand as an independent asset, which is applicable to both commercial organizations and non-profit organizations.
Five core elements of brand evaluation
| Element type | Key indicators | Evaluation focus |
|---|---|---|
| Tangible elements | Material resources, marketing budget | Measurability of hardware investment |
| Quality elements | Quality management system, perceived quality | Standard compliance and customer experience |
| Innovation elements | Number of patents, R&D investment | Capability to build technical barriers |
| Service elements | Response speed, service satisfaction | Customer relationship maintenance efficiency |
| Intangible factors | Brand history, strategic positioning | Cultural asset sedimentation |
Four-dimensional model for brand strength evaluation
The standard proposes four evaluation dimensions: law, market, stakeholders, and finance:
- Legal dimension: trademark registration coverage rate, intellectual property protection period
- Market dimension: market share, channel penetration rate, internationalization index
- Stakeholder dimension: Net Promoter Score (NPS), social media interaction rate
- Financial dimension: brand contribution profit margin, return on investment
Based on Take class=instrument>Huawei Technologies Co., Ltd. as an example. In 2020, it registered more than 100,000 trademarks worldwide, and 5G standard essential patents accounted for 20%, reflecting its strong performance in the legal and innovation dimensions.
Key points for standard implementation
- Evaluation consistency: It is recommended that companies establish an annual evaluation mechanism to maintain methodological consistency
- Data traceability: Market research data must indicate the sampling method and confidence interval
- Weight adaptation: B2B companies should increase the weight of quality factors, and fast-moving consumer goods should focus on the market dimension
- Result application: The evaluation results should be included in the company's strategic investment decision-making system
Synergy with international standards
This standard is fully consistent with ISO20671, and complements GB/T29187-2012 "Brand Evaluation Brand Value Evaluation Requirements":
- GB/T29187 focuses on the monetary measurement of financial value
- GB/T39654 improves the non-financial evaluation system
- The two together constitute a complete brand asset management standard chain
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