Application Of The Method In Brand Value In Interbrand's

Study on brand value overseas began in twentieth Century80’s. In the backgroundof the main macro-development time of economic globalization, there are somecases of multinational corporations began to acquire a large number of well-knownbrands. In recent years, involving the central objective of the brand as a huge amountof mergers and acquisitions, so that more and more people on the importance of brandvalue has a more profound intuitive understanding, on this basis, the value of thebrand and its research received widespread attention and attention, and the emergenceof a large number of research results.Along with the deepening of China’s economic reform, market liberalization andderegulation of the economy continues, the asset value brand shows its importance inthe economic activity of a series of mergers, investment and financing, etc. Brand as avery important intangible business, it fully reflects the growth potential of enterprises,for improving long-term competitiveness of enterprises play a very important role inhow the brand value be reasonably quantified, become the competition need to besolved a problem. Brand value definition and similarity, complexity and abstractcomposition, resulting in a wide range of assessment methods and evaluation resultsof the differences appear. Currently existing assessment methods have their ownshortcomings, methods exist subjectivity and uncertainty, which leads to brandevaluation is not standard practice. Based on the study of the existing methods andabroad, attempting to discover by Interbrand method to find some of the factorsanalyzed in order to be able to be a reference for corporate brand valuation practice.This paper introduces the basic theory of the brand, brand value and brand valueassessment research to define the meaning of the brand and brand value. Then use themethod of comparative analysis, two-parts both at home and abroad morerepresentative of the brand value evaluation methods are introduced and comments,and focuses on the Interbrand method. This method is mainly based on marketperformance assessed in monetary value as the present value of the assessment results. Next, introduce the development status of the beer industry and assessment methodsto use the problems in existing methods on the basis of theoretical methods for Intel,which made some improvements on the financial indicators. This paper will draw onthe ideology of Interbrand Corporation’s evaluation. According to the specificcompany information and financial data of Tsingtao beer, based on the multi-periodexcess earnings evaluation method, ues the multi-period excess earnings method topredict the brand’s future earnings (R) of the Interbrand method model. Theinnovation of theory is that focus on profits, pay more attention to the futuredevelopment to bring revenue forecasts at the same time, avoid traditional forecastinginaccuracies short life brings, reasonable application of brand value evaluationmethod of the enterprise. Brand valuation for domestic enterprises to provide atheoretical basis and the application reference.