The Gree Brand Asset Valuation Research In The Interbrand Method

In the Environment of economic globalization, the market competition has beendeveloped into the competition of the core strengths of the brand assets.Thecompetition without brand assets is weak, the product without brand equity’s supportis fragile, the market without brand equity is simply not occupied market.Therefore,both the entrepreneurs and investors recognize the brand equity as the mostvaluable asset.The value of brand equity assessment is the inevitable pr oduct ofeconomic globalization, so brand equity assessment is of great significance.Thisresearch takes the GREE brand asset as the object, to study assessment methodof brand assets value.This article main body is divided into four parts. Firstly it elaborates the researchbackground, reviews of domestic and foreign existing concept of brand equity, brandvalue appraisal methods and its application in related fields of research. The brandassets evaluation methods have been carried on the system classification based on thethree conceptual model. Secondly this paper compares the characteristics and suitableobject of the three big brand equity concept model, combines with the GREE brandequity background analysis and the present study, and choose the market conceptmodel as the theoretical basis; then based on the comprehensive analysis of evaluationideas, evaluation models, evaluation process, the applicable conditions and theadvantages and disadvantages of the four representative evaluation methods of marketfactors,it choose the Interbrand appraisal system. Thirdly this article analyzes thebackground and brand assets status of the GREE for the Further study. Finally itevaluates the value of GREE brand assets in the Interbrand method.In the financialanalysis process, considering the historical average earnings has certain hysteresisand cannot reflect the brand assets profitability in the future and the time value ofmoney, the article uses the method of expecting return to improve; In the marketanalysis process, this study introduces the principal component analysis instead of thefunction index to make out the proportion of the GREE equity income in theprecipitation revenue, which eliminates a certain degree of subjective factors,strengthenes the objective rationality of evaluation result; In the brand strengthanalysis process, it uses empirical function to convert seven factor score to brandstrength; then based on the comprehensive analysis, the research put forward the corresponding countermeasures and suggestions to improve the value of the GREEbrand asset.