The Establishment And Applied Research Of Brand Equity Assessment Model

In knowledge economy age, brand assets as a kind of important intangible assets is more and more attracted by business administrative personnel and expert in assets assessment. It is because its estimation is more difficulty than that of tangible assets; even it may say that it is hard to estimate accurately. At present, there are various ways to assess brand. Different people look at it in different way. To recognize the nature of brand assets, correctly distinguish brand assets from other relevant intangible assets and to choose proper assessment way are very significant to scientifically assess the value of every kind of brand assets.This article aims to explore brand equity assessment methods and ways that support the use of the brand equity assessment model. Focusing on the subjectivity and applicability of the past assessment methods, we set a new brand equity assessment model and introduce a strategic management tool---- Balanced scorecard. I will integrate the basic elements of brand asset evaluation into the Balanced Scorecard, to create a new model that has strong Versatility and feasibility. It can enhance the assessment and management of corporate brand equity to the strategic point of view and overcome the Shortcoming of existing assessment methods. At the same time, I Connect the specific realities of Chinese enterprises with the newly established brand equity assessment model, and use it in large-scale comprehensive supermarkets of our country. It is an organic combination of theory and practice.