Brand Value Evaluation Methods And Applications

With the process of globalization rapidly deepening, brand plays an important roleof competitiveness, but it is worth thinking about how to measure the brand valuesreasonable to improve the competitiveness. At present, the more famous method ofbrand value is interbrand, which is found by Intel, it possesses evaluator systematically,and deep pockets, so it plays a huge role in the brand value at home and abroad,however, this method apply to the developed country, with the market is full ofcompetence, the profit and scale among industry is average, those are lack at home,therefore, this article will based on the model of interbrand, combine the character ofbrand development and market, to adjust this method.The main research work on this paper concentrates on:(1) Before, Brand action index was fixed by experts, it used to determinenon-brand intangible assets created by revenue gains in the proportion of precipitation,this cannot reflect the origin of the value of brand, now, it is fixed by the influencedegree of buying intention of brand on consumers, the latter method reflect the origin ofbrand value, it is still improve the effective of assessment result about evaluation ofbrand value, because, this add consumer factor to brand evaluation, unite the factors ofmarket and consumers.(2) Before, Brand revenue was based on operating profit, which was only considerthe brand effects on the revenue and neglect off-brand factors, now, Brand revenue isfixed by the average pretax margin in the past three years, and the sales figures in thepast year, it can avoid off-brand factors cause decrease of revenue, and then effect onthe evaluation of brand value, it is still give expression to the brand contribution onrevenue.(3) Before, Brand strength was fixed through expert`s graded and summation,which based on the performance of brand on the market, but, this has high subjectivity,now the method of compute Brand strength are specialist marking methods andQuestionnaire, it is fixed by the AHP and fuzzy-synthetic evaluation, firstly, it addconsumer evaluation to the brand evaluation, which have more meaning onbrand-management and brand-building, secondly, reduce the subjectivity to somedegree. Apply the adjust model of brand value to evaluate the brand value of haier,between the angels of consumer and business, the result is better than before, and inaccordance with our country. Brand action index is fixed by the influence degree ofbuying intention of brand on consumers, it offsets the method of Intel, which cannotconsider the factor of consumers, it has more meaning on brand-management andbrand-building. Brand strength is fixed by the AHP and fuzzy-synthetic evaluation, theformer can avoid the subjectivity about weight value of each factor, the latter is usedmultifactor evaluation, this can strengthen the reasonable of assessment result, in thecourse of practice, this method is easy and has more practical.