Brand Valuation Based On The Revised Interbrand Model

As an intangible asset, Brand has become an important source of business to build and maintain a competitive advantage. With the increasing competition in the market, the brand has become a trend for scientific assessment. The model of Interbrand is widely used in brand valuation, a basic principle which is the same as Income Approach. In through the brand can create income and cash conversion to estimate the value of this particular brand. In this paper,its shortcomings, and its discount rate from modifying the brand gains calculation methods and other aspects of the original model were corrected, and the use of Interbrand modified model of Gree valuation carried out.From the perspective of brand equity assessment and management of departure, after fully understanding the background, studying the theory and methods, thinking of the purpose and meaning of the research.Finalized, Gree is become the specific research object, Interbrand model for the study of methods. In full consideration of industry characteristics and status of the case, on the Interbrand model, two adjustments to make the model more perfect. In the model, The extent of the impact of brand purchase behavior of consumers which quantify abandoned the previous expert assessment method, but using a questionnaire in conjunction with the importance of sorting wears full consideration the importance of consumer factors, making up the elements of the model for consumersDisadvantages less attention,which is the innovation of this study lies. In Gree brand valuation, both found a lot of potential problems and pitfalls,but also analyzes its reasonable place, and ultimately made a series of favorable long-term development and reasonable strategy proposal for Gree, which is very instructive significance and strategic vision. Even more noteworthy is that, this article is not only give help to the development of Gree, but also more worthy of another enterprises to learn from, so the text has extremely significance for each brand and value-added assessment. In addition, This article is not only in practice to help the development of enterprises, more importantly is deeper exploration of the method’s innovation, which is making a great contribution to the further development of future asset valuation model.