Empirical Research On Value Evaluation Of Independent Brand

In the era of economic globalization, the brand is the soul for the survival and development of the corporate, implement brand strategy, creating famous brand, has become the consensus of each enterprise. The corporate brand building in China started late, history is short and foundation is weak, although through 30 years of reform and opening-up, has made a great progress and development, but in comparison with western countries, there is still a wide gap, a outstanding performance is China has failed to establish a set of authoritative, unified and suitable for China national conditions and industry development characteristics brand evaluation system even to this day, so that it is very disorder and confusing in the area of brand evaluation in China, not conducive to long-term healthy development of independent brand.In this paper, after the analysis, comparison and reference to several popular brand evaluation methods in domestic and foreign,put forward a brand evaluation method according to China national conditions and characteristics of industry developing,then select a representative listed company "Midea Electric" as the object of study for an empirical analysis, made an attempt to the innovation of brand evaluation method.This paper consists of three parts. Firstly, reviewing the previous research of brand value theory, Mining the connotation of brand value, analysing the characteristics and evaluating principle of brand value; secondly, based on the related research of brand value evaluation method in the domestic and foreign, reference the experience and improve, combine with the feature of China brand development and the problems in the brand value evaluation field, considering the market strength, consumer strength and social strength of the brand, build a new model for the brand value evaluation; thirdly, apply the brand value evaluation method to calculate the brand value of "Media Electric", then contrast and analyze the evaluation result with world brand lab's evaluation result.This paper studies the following conclusions:social strength is an important part of the brand strength that can not be ignored, brand strength should be comprehensively consider the market strength, consumer strength and social strength; market strength contains eight evaluation indexes:brand stability, brand development model, market characteristic, brand leadership, brand management, brand won support, brand sustainable development ability and brand international; through the brand recognition,brand attitude and brand behavior to investigate consumer strength; through employees support,public opinion support and government support to investigate social strength; as the evaluation standard and method are different,the brand value evaluation results calculated by various organizations are different, in the brand building and management process,treat these evaluation results, should be with reference primaryly.