品牌评价我国发布品牌评价四项国家标准

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品牌评价我国发布品牌评价四项国家标准发布时间: 2012-12-20 18:02 点击：

品牌评价我国发布品牌评价四项国家标准
Brand evaluation of China issued four countries standard brand evaluation
2012年12月12日，记者在央视财经论坛品牌建设主题论坛上获悉，由全国品牌价值及价值测算标准化技术委员会组织制定的品牌评价4项国家标准已经公告发布。依托这些标准成果的基础工作，我国正向国际标准化组织提交成立品牌评价国际标准化机构并承担秘书国的申请。
In December 12, 2012, the reporter in the CCTV forum and brand building forum was informed, by the national brand value and value of Technical Committee for standardization organizations to develop brand evaluation of 4 national standards have been announced. Based on these criteria based on the results of the work, our country is the international organization for standardization to establish brand evaluation of international organization for standardization and bear the national application.
    一直以来，由于缺少品牌评价标准，使得品牌价值管理活动的各参与方之间缺乏统一的语言，市场上对于品牌价值的评价也是一片混乱。由于不掌握品牌价值评价的话语权，中国品牌在国际上很少得到正确、公平的认识和对待。2010年，国际标准化组织发布了ISO10668国际标准，为全球开展这项工作提供了统一基础语言。2011年，以ISO10668国际标准发布为契机，我国立即组织开展了与国际接轨的品牌价值评价制度建设工作，品牌评价4项国家标准由此诞生。
All the time since, due to the lack of brand evaluation standard, makes the brand value management activity among participants in the lack of a unified language, the market for the brand value evaluation is a mess. Because do not master brand value evaluation of China brand in the international discourse right, rarely get the correct understanding and treatment, fair. In 2010, the international organization for standardization released the ISO10668 international standard, for the world to carry out this work provides the unity based language. In 2011, with ISO10668 international standards issued as an opportunity, China immediately organize with international standards of brand value evaluation system construction, brand evaluation of 4 national standards was born.
    据中国标准化研究院康健介绍，已经发布的4项标准分别是《品牌评价品牌价值评价要素》、《品牌价值术语》、《品牌价值要素》、《品牌评价多周期超额收益法》，为今后企业和各类组织在品牌价值管理方面提供了规范、一致的价值评价依据。这4项标准在起草、制定过程中，汇集了企业、科研院校、国内资产评估机构、相关协会、管理咨询公司等多个组织的力量，历时两年时间。标准制定遵循两个原则：一是高度一致性。与2010年发布的ISO10668《品牌评价品牌货币评价要求》国际标准保持高度一致，使得该标准在国际上能够获得认可。二是以可操作性为目标。在鼓励企业积极参与的同时，在8个省市的300家企业进行了广泛试点测评验证，为确保标准的透明性、稳定性、公开性奠定了坚实的基础。
According to the China National Institute of standardization introduction Kang Jian, has released 4 standards are " brand evaluation, brand value evaluation factor ", " brand value of a term ", " brand value ", " brand evaluation of multiple cycle excess revenue method ", for the future of enterprises and various organizations in brand value management provides a standard, consistent value evaluation based on. These 4 standards in the drafting, formulation process, brings together businesses, research institutions, domestic assets assessment institutions, associations, the management of consulting company and many other organizational strength, which lasted two years time. Standard follow two principles : one is the high consistency. And released in 2010 ISO10668 " brand evaluation brand monetary evaluation requirements " international standards to maintain a high degree of unity, so that the standard in the world to gain acceptance. Two is operable to target. To encourage enterprises to actively participate in at the same time, in 8 provinces and cities in 300 enterprises undertook extensive pilot test verification, to ensure that the standards of transparency, stability, openness and laid a solid foundation.
    康健透露，为建立国际公认的品牌价值评价体系，目前，全国品牌价值及价值测算标准化技术委员会已经同国际标准化组织，以及美国、德国等国家标准化机构进行了积极而富有成效的沟通。在获得这些机构支持的基础上，目前正在联合巴西、南非等发展中国家，向国际标准化组织提交成立品牌评价国际标准化机构并承担秘书国的申请。下一步的目标是，争取将上述4项标准纳入品牌价值评价国际标准体系，并在此基础上，制定由中国主导、完善质量评价的品牌评价国际标准体系，争取品牌评价国际标准化的主动权，增强我国在国际品牌价值评价中的话语权，提升中国品牌的国际影响力。
Kang Jian said, for the establishment of internationally recognized brand value evaluation system, at present, the brand value and value of Standardization Technical Committee has with the international organization for standardization, and the United States, Germany and other countries standards organization undertook active and effective communication. In acquiring these institutions to support the foundation, currently being united in Brazil, South Africa and other developing countries, to the international organization for standardization to establish brand evaluation of international organization for standardization and bear the national application. The next step is to, for the 4 standards into the brand value evaluation of international standard system, and on this basis, developed by the China leading, improving the quality evaluation of brand evaluation of international standard system for brand evaluation, international standardization initiative, to strengthen our country in the international brand value evaluation in discourse right, enhance China's brand of international influence.
品牌评价我国发布品牌评价四项国家标准
Brand evaluation of China issued four countries standard brand evaluation