Study And Development Of Dynamic Evaluation Model Of Brand Equity Using AHP

As the most valuable intangible asset, brand is becoming increasingly arousing attention to the enterprises and the evaluation of brand equity is also gradually bringing about the important influence. Market is becoming more and more globalized with the rapid development of economic globalization. Market competition is stepping into the stage of brand competition, which draws more attention on value of intangible assets such as brand equity.In this paper, an evaluation assistant system is proposed to evaluate the enterprise value of brand equity from some aspect of finance. Combined with enterprise balance sheet and income statement, AHP, as well as the dynamic calculation of model parameters, is introduced in this paper.Firstly, brand equity and brand equity evaluation is well studied and enterprise balance sheet and income statement are introduced as the data source of brand equity evaluation. Secondly, after quantitative and qualitative analysis using AHP, hierarchical structure of brand equity evaluation is built according to the relevant characteristics of brand equity. The weight of all levels of the model is determined with the introduction of statistical analysis and Delphi Experts method. The value of influence weight of each factor to brand equity is then calculated. Thirdly, according to the study of traditional distance discriminance method, an improved algorithm is proposed to calculate the influence weight of all kinds of factors to the value of enterprise brand equity evaluation. AHP is also used to dynamically correct the weight of factors. After the analysis of result of evaluation, the method is proved to be reasonable and feasible. Finally, some related functions of the proposed system are also implemented.