The Improvement And Case Studies Of Brand Value Assessment Method

Today, with the increase of homogeneity of the product, and the fierce market competitive, the brand is an effective means of enterprise competition. Brand value is the most core part of brand management, and also an important symbol of the brand different from similar competitors. It enables the brand products have more sales and more profits than who have no brand or lower brand products, have a special advantage, it is also imperative to build brand advantage. Explore the connotation of the brand value and various influencing factors, and the brand value be relatively accurate quantitative assessment is realistic and objective needs. In this paper, based on the systematic study of existing brand value evaluation methods, trying to improve and explore the reasonable method, in order to provide references for brand assessment practices.Represented by Interbrand, brand value evaluation methods have been widely recognized, but also exists problems such as reference factors are not comprehensive. If rote in the domestic environment, the value could gravely deviates from the brand itself, have a negative effect, so it should be conducted the rationalization improvement.At first, this paper introduces the connotation of the brand value and evaluation theory, the current assessment methods primarily classified as financial elements, elements of market power and consumer point of view, the analysis focuses on the Interbrand assessment method and David Aaker assessment method. Through the comparative study, the following conclusions:Brand evaluation should focus on a comprehensive, brand valuation model should include enterprise market and consumer aspects.Next, on the basis of Interbrand and David Aaker assessment method,we make some improvements. New methods on the brand benefits use "brand excess returns" instead of "brand benefits", on the brand strength, improved Interbrand original7elements and David Aaker10, so the brand strength is divided into the enterprise market strength and consumer strength, joined the industry adjust coefficient to weight score of two parts, and details of specific reference index. Finally, in order to test new methods of validity and rationality, we have chosen a liquor brand to do the empirical research, and the results are analyzed and summarized.The results of this study can provide a reference for corporate brand management, decision making, accounting and information disclosure.