T/CMQMA 005-2023 The evaluation criteria for the influence of mechanical manufacturing brands

Scope

Main technical content: Evaluation framework and overall requirements. The evaluation framework for brand influence and brand value is shown in Figure 1. A. Brand influence evaluation B. Brand value evaluation A1. Brand cultivation [input] A2. Brand strength and performance [output] Four major processes and 15 elements of monetary value Brand support Brand activities Legal protection Customer loyalty Market share Operational indicators Financial returns Brand strength Brand performance Financial performance Return path Market path Cost path Figure 1: Brand evaluation diagram Note 1: The specific requirements for "Brand cultivation [input]" in the above figure are described in "5 Evaluation Factors of Brand Strength". Note 2: The specific requirements for "Brand strength and performance [output]" in the above figure are described in "6 Brand Value Indicators and Data Requirements". T/CMQMA TTBZ-005—20233 Note 3: The "monetary value" in the above figure is a value calculation method based on the results of brand influence evaluation and considering multi-cycle returns, and monetized discounting is used when necessary.

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