Customer-based Brand Assets Evaluation Of Commercial Banks

As the global economy rapid developing, brands an important intangible assets of enterprises deserves more attention by industry than ever. And in recent years, brand-asset evaluation becomes a hot issue in academia and business sector. Intensified competition in the financial markets promotes china's banking industry to face up to its own brand asset quality. The industry upgrades the lever of operation and management, sets and implements effective brand strategies, holds on to a dominant position and enhances the quality of its brand by brand-asset evaluation.This paper to the financial services sector backdrop of the current situation of the development of brand assets evaluation, customer-based brand-asset evaluation for point cut, to commercial banks brand assets evaluation conducted in-depth theoretical and empirical studies.First of all, that the evaluation of brand assets must understand their customer value and business value. Second, research on categorization based on traditional financial factors of brand assets evaluation methods and marketing and customer-based elements of modern brands assets evaluation methods, describes the characteristics of the evaluation methods and the analysis of comparison, the final appraisal based on customer-factor evaluation methods apply to this study. Third, focus on pyramid evaluation model based on customer base, combined model of customer loyalty and customer life cycle theory, proposed improved brand assets evaluation model for evaluating bank of brand equity basis.Finally, on the basis of the analysis of china's commercial banks Brand Asset structure, with improved evaluation model for Chinese banks different stages of development of brand assets assessment.Bank in different stages of development goals, leading to evaluate the emphasis changed, so the results of the evaluation will directly affect the design and implementation of brand strategy.