Research On Brand Value Evaluation For Real Estate Company

In recent years, the role of the real estate industry in the national economy becomesmore and more important with its rapid development. People pay more and more attentionto the brand value of real estate. Taking into account of the development environment andtrends of China’s real estate industry, focusing on the real estate brand, integratingInterbrand method and TOP10Research Group’s BVA method, the paper establishes aneasy method of brand valuation self-evaluating for enterprises which take into account ofboth market and consumers. The model is based on brand contribution value as well asbrand multiplier parameters.Firstly, gets the excess returns of companies from brand through the project premiummethod, so called brand contribution value. Then gets the eight dimensions of the realestate brand strength by exploratory factor analysis and confirmatory factor analysis,measures the brand strength and calculates the brand multiplier though fuzzycomprehensive evaluation method. Finally, establishes real estate brands assessment modelbased on brand contribution value and brand multiplier parameters. After the establishmentof real estate brand valuation mode, the paper chooses Vanke Real Estate Company tocalculate the brand value through the proposed model and make comparative analysiswhich verifies the feasibility of the real estate brand valuation model established in thispaper.