The Research On The Brand Assets Value Evaluation

As an important intangible assets, the brand assets is received attention from the enterprise managers more and more. Just because of its intangibility, the brand assets is more difficult to be measured than the tangible assets, furthermore we can say that it can not be measured precisely. At present, there are a lot of methods to evaluate the brand, different people has different viewpoints, yet the uniform or standard evaluation methods has not formed. The arguments and improvement about the evaluation stimulate the development of the brand evaluation industry. It is certain that the brand assets value evaluation needs a series of standards system to evaluate comprehensively, which is a complex technology. Through determining the brand' s value to evaluate the brand' s market competition has already become an international popular way, because the brand assets evaluation not only can measure the brand intensity and its variation, but also can find the factors that influence the brand assets and its change, which are very important to brand operators. In the end, evaluating the brand assets is to serve operating the brand and promoting the brand.This paper, begun with the basic conception of the brand, analyzes the theory of the brand. And, combining with the process and strategy of the brand marketing, the paper deals with the necessity and importance that evaluate the brand. While serving the brand evaluation methods existing in our country and other foreign countries as connection, referring to the customer valuebrand evaluation method and the loyalty factor brand evaluation method, the paper put up to use the consuming power identity evaluation method to evaluate the brand assets value. The method introduces the factor of consuming power strength and analyzes it mathematically. At the same time, it selects the representative OTC (over-the-counter) as the studying object, to build up the bridge between the evaluation model and consuming products brand evaluation. Finally this paper studies applied the OTC brand assets value evaluation model.