A Study On Evaluation Methods Of Brand

The method of the brand evaluation is a difficult issue in the brand study field both in the theory and in its operation. The brand assets, as an important intangible asset, have been valued more and more by the managers. Just as the brands assets are intangible, its measurement is much more difficult than tangible assets, and even we could say it's very hard to be measured accurately. By now, there are many kinds of methods of brand evaluations, but there is still not a coherent or a standard evaluation method. The argument to brand evaluation method has promoted the development of the brand evaluation effectively.To measure a brand's market competitiveness by through its value change has already become a universal method in the world. Since the assessment of brand assets can not only measure the brand's potential and its future trend, but also figure out the main factors affecting brand assets and the change. This is surely of great significance to both the brand manager and brand investor. In a word, to evaluate the value of brand assets is just to service for managing the brand, enhancing the brand value and brand transaction.By studying and analyzing the current international brands' evaluation system and methods, and combined with China's national situations and economic development, this thesis comes up with a viewpoint about how to evaluate brand's value on the basis of data from enterprise's financial reports under the condition of imperfect market, insufficient information and low ratio of brand transaction.The thesis is divided into four parts. The first part is the introduction, which mainly introduces the position of brand in modern market, the present situations of brand evaluation study abroad and at home, the significance of brand value valuation and the main content of this thesis; the second part is about the basic principles of brand evaluation such as to define the relevant concepts of brand evaluation,preconditions and criteria, to set up the concept that brand evaluation is a sector function, but not an exact number; the third part adopts the way of analytical and comparative method to introduce and appraise those internationally uses evaluation methods of brand value, such as cost method, market method and income method, and points out their shortcomings; the last part puts forward a improved brand evaluation method by combing the advantages of traditional evaluation methods and overcoming the disadvantages, and to start from the operability and trueness, which is income-fact method, and to explain the method by examples.