Study Of Brand Value And Its Evaluation Method

Along with the increasing of assets reorganization, company annexing and the further development of knowledge property right, the definition of brand value and its appraisal have become necessary. Company brand which is a kind of assorted intangible asset embodies the potential which on the one hand is important to the enterprises' competition, on the other hand representing the loyalty of costumers. How to numeralize the brand becomes an urgent task. The meaning of brand has been opened out which is consisted of brand power value and costumers value. Evaluation model has been advanced through analyzing models in and out. Using the AHP, the weights of main parameters have been established. Then further study continues on how to amount the parameters. The demonstration has been shown that this model is fit for evaluating the company brand. At last brand strategies have been offered.The aim of this paper is to afford a method to evaluate company brands which is convenient for transverse compare, probe into the rules of brands development and offer the reference for the macro-micro economic decisions of China.