Study On Brand Value Appraisal Method

With Chinese market economic system reform going deep, brand value is more and more important in economic activities such as enterprise annexing and investment finances. As an important intangible asset of enterprise, brand reflects enterprise's development potential, and decides enterprise's long-term competitive ability. How to appraise brand value reasonably becomes one topic which urgently waits to be solved. On the basis of study on the domestic and foreign existing brand value appraisal methods, this paper attempts to inquire about the new brand value appraisal method to be used by enterprises' brand appraisal practice.First of all, this paper introduces brand and brand value elementary theory, and limits brand and brand value connotation. Then, using contrast analysis method, it is divided into two parts to introduce and assess domestic and foreign brand value appraisal representative methods. First part introduces traditional appraisal methods, including the cost method, the market method, and the income method, and latter part researches modern typical appraisal methods. According to different value appraisal angles, they can be divided into two kinds: based on enterprise's brand value appraisal method and based on consumer's brand value appraisal method. Through contrast research on the two kinds of methods, this paper draws the following conclusion: brand value appraisal should be comprehensive, and we should synthesize two factors, including enterprise and consumer, to construct brand value appraisal model. Next, based on the research on existing methods, this paper attempts to discuss new brand value appraisal method. The new method makes the improvement to the Interbrand method, and it together constitutes brand strength by market strength and consumer strength. Market strength is described by the seven factors of the Interbrand method, and consumer strength is described by brand cognition, brand manner and brand behavior, and carries on quantification to the value appraisal system using the fuzzy synthesis appraisal method. Finally, this paper utilizes the new method to carry on value appraisal to an actual brand.