Research On The Method Of Brand Value Evaluation

Along with the reforming unceasing development of our country market economy system, the brand value is more and more important in the assets reorganization and the enterprise annexation function .To appraise the brand value becomes the inevitable result of the social economy development. The brand had reflected enterprise's development potential, had decided enterprise's competitive power, manifests consumer's loyalty. How to appraise accurately the brand value, becomes the question which the enterprise needs to solve.First the article introduces the method of the brand value appraised from financial view, market view and consumer view, analyzes their merits and the shortcomings, then standing in a production way of brand value ,explains the influence factors to the brand value from enterprise and consumer, thinking that there are two aspect factors affect brand value. Finally determined nine influence factors: enterprise's scale, enterprise's research ability, product following disbursement, brand growth path, sustainable development ability, brand protection intensity, market competitive power, brand well-knownness, brand loyalty. And give these factors different weight separately, finally determines the correlation products brand value under the brand product exceed income. We call it "income influence method", then giving an example to explain it.Then the article takes some ways to enhance the brand value in order to be advantageous the enterprise's development.