Study On The Improvement Of The Evaluation Model Based On Interbrand

With the continuous development of market economy, brand is playing an increasinglyimportant role. It has become the focus of all walks of life to correctly understand the brandvalue and improve enterprise’s core competitiveness by evaluating the enterprise’s brandvalue. Due to the rich connotation of the brand value, it has not yet form a unifiedunderstanding of it both at home and abroad, which results in diverse evaluation methods ofit. To establish evluation system and policy of brand value which suit China’s nationalconditons and improve the international level of Chinese brands are the developmentderections of China’s brand value theory research and brand value assessment practice.This thesis firstly summarizes the overseas and domestic research status of brand valuetheory research and brand value assessment practice, and then probes into the connotation ofthe brand value trying to explain the source of the brand value, and analyzes somecharacteristics of the brand value, pointing out that different understanding of theconnotation of the brand value accordingly have different evaluation methods. Combiningdifferent brand value evaluation methods with the actual development situation of Chinesebrands to appropriately adjust Interbrand evaluation method, we can get a new brand valueevaluation model. This method adjusts the brand influencing index and the determinationmethod of brand strength, and infuses the determination of brand strength with enterprise,consumers and social factors. Besides, it also draws lessons from the ten brands diagnosisindex of Interbrand to build its evaluation index system of brand strength coefficient, andempowers evaluation index by adopting the method of grey correlation. This method notonly reflects the rich connotation of the brand value, but also can objectively reflect the realvalue of the brand.Finally, on the basis of the method, this thesis analyzes some appropriate brandsempirically, which verifies the availability of this method hoping to provide some usefulreference to Chinese enterprises when they have brand value assessment and provide themreference for their efficient management of brand and corret adjustment determination at thesame time.