Study On Brand Value Appraisal Method Of Chinese Securities Company

With Chinese capital market reform going deep, brand value of securities company is being more and more important in economic activities such as enterprise brand management, enterprise management, establishing the enterprise core competitiveness. As an important intangible asset of securities enterprise, securities company brand reflects the development potential of the enterprise, decides the long-term competition of the enterprise. How to reasonably quantitative securities company brand value becomes a topic of securities enterprise to be solved urgently. This paper systematically studies the currently available evaluation method of brand value and evaluation the model. And then try to explore new ways of brand value assessment. By this way, the study can provide probable reference for the financial industry brand value evaluation of securities company, also provide new thinking of the research of brand management for Chinese securities companies.Firstly, this paper systemically introduces the basic theory of brand and brand value, defines the brand, the brand value and the role of the brand value. And then the paper introduces and analyses domestic and foreign more mature, representative brand evaluation methods and models. By the systematic study of the above theory, the following conclusion can be obtained. Brand value evaluation should consider the comprehensive evaluation. Comprehensive enterprise and consumers must be two of the biggest factors in constructing brand valuation model. Secondly, based on the existing brand evaluation methods and models, this paper attempts to improve the Interbrand method. This assessment method together constitutes brand strength by consumer strength and market strength. On the one hand, market strength is described by the seven factors of the Interbrand method. On the other hand, consumer strength is described by brand cognition, brand behavior and brand manner, and carries on quantification to the value appraisal system using the fuzzy synthesis appraisal method. Finally, by making use of improved Interbrand method and combining with own characteristics of securities industry, the paper evaluates the brand value of the securities company evaluation and proves the feasibility and applicability of the securities company brand value. This new method provides theory basis for promoting the brand value of securities companies and strengthening brand management.