The Research On The Assessment Of Time-Honor Brand Value

The21st century is the century of the brand economy. Compared to Europe, America, Japan and other developed regions and countries, China’s modern brand is still in a backward position. China has more than1,000time-honor brands, and the oldest brands have been more than five or six hundred years. But these brands do not become world famous. There is a huge difference between the social considered time-honor brand value and the economic considered, which limits the time-honor brand’s financing channels, and affects its further development. The time-honor brand has irreplaceable social and cultural value. Then we propose to change the social and cultural value into the market value, so as to enhance the financing capacity and the overall competitiveness of time-honor brand.Based on the above background, the paper proposes to establish a brand valuation model for the time-honor brand. First, the paper introduces the elementary theory of brand, time-honor brand and brand value, and limits their connotation. Then, through reviewing the literature, the paper divides the existing brand valuation method into two parts:the traditional and modern brand valuation methods. And the paper introduces four brand valuation methods in detail, including Interbrand, Aaker’s five asset model of brand equity, MSD and loyalty factor method. Through the study of literature, we find that the factors considered by the existing brand valuation model are not comprehensive, and there is no one assessment model taking into account the social and social value of the brand. So the existing assessment models do not apply to the time-honor brand.This article establishes brand valuation model for the time-honor brand innovatively. On basis of Interbrand’s brand valuation model, the paper considers the financial, market, consumers, social and cultural value comprehensively, and adds four new indicators including the innovation ability, social acceptance, social value and cultural value. And the paper uses the AHP and fuzzy comprehensive evaluation to determine the role of the brand index, the index weight and brand strength score.Then the paper uses the new model to evaluate the brand value of Mao-tai to verify the scientific validity of the model. The results show that if we use the Interbrand’s brand valuation model to evaluate the brand value of Mao-tai, its brand value would be underestimated. Finally, according to the assessment result, this paper gives some suggestions for the future development of Mao-tai.