Influencing Factors And Assessment Method Of Brand Performance

As a result of the pressure brought in global competition and advent of era of new economy, the brand development faces more chances and challenges. Carring out the brand performance assessment will become one of the important mattes of the activities of enterprise operation. As the core element of brand strategic execution and management, brand performance assessment provides lots of vital information on Brand decision-makings, and becomes a key and tough issue in modern brand management, gets more and more attention from the public. On the basis of relative research, combined with the theories of brand and brand assessment, analyzes the influence factors of brand performance and assessment method, done the following constructive works on the basis of previous studies:1. Put forward the meaning of brand performance and brand performance assessment. Brand performance is the realistic state that the brand achieves through the brand operation activities in the development of enterprise, it reflects the whole operation result. Brand performance assessment means using sure mathematics method to appraise, adopt the specific evaluation index system, contrast the set evaluation criterion, according to certain procedure, pass ration, qualitative analysis, to strategy , plan and operation all validity and objective appraisal that efficiency go on of respect of brand over a period to come.2. Brand performance can be classed as financial performance and non-financial performance, the former concludes brand premium and market share , the latter one concludes brand popularity, brand beautiful reputation degree, brand loyal degree and brand associate with other. And analyzes the influencing factors from the inner and outer aspects of the enterprise.3. Sets up a comparatively perfect assessment system, and choose proper assessment norms. Forwards the method of brand performance assessment using AHP.4. Empirically analyzes the assessment method of brand performance. Taking a costume enterprise as an example, investigates the data of the indexes, and analyzes the existing problems and development.The main goal of brand performance assessment is not only evaluating the brand, the more important is to find the main factors for promoting the brand performance and help the enterprises to improve the performance, reinforce the brand management and build up the competition advantage.