A Study On The Improvement Of Brand Value Assessment Method

With the market competition increasingly fierce and the trend of economic globalization more and more apparent, the brand, in most cases, is crucial to a company or even a country. An excellent brand, which can bring lucrative profits to the company, is also the embodiment of a country’s comprehensive strength. Therefore, it has become the focus that arouses public concern to recognize the brand value, find deficiency in the evaluation of it and facilitate the company’s brand management level, thus enhancing its competitiveness. Due to its rich connotation, no unified conclusion has been made in respect to the brand value, with a great many evaluation methods emerging. Hence currently an important direction in the field study and development of the brand value in China is to improve its theory and establish its assessment method and system suitable for our realities.Firstly, the explanation and conclusion are presented on the connotation of brand and its value and the developing situation of the brand value’s assessment made by experts and scholars home and abroad, as well as shortcomings in existing research and practices in China. On this basis, the thesis explores and analyzes the brand’s definition, features and functions, and points out that different angles of each side result in different understanding in the brand value and different assessment methods.Secondly, introducing and evaluating the existing representative brand value methods, the thesis summarizes their advantages and disadvantages and proposes modified method according to our actual development situation. Taking Interbrand as blueprint, the modified method has made appropriate adjustment to determining procedures of brand excess earnings and added the concern to the future risks on one hand; and improved assessment system of brand comprehensive strength, and integrated customer dimension into market dimension on the other hand, which completes the assessment system. On the whole, the modified method has reduced the influence created by subjective uncertainties, and taken the component factors of brand value into account, thus getting closer to the true value of the brand theoretically.Finally, the modified brand assessment method is applied to the instance, with Wuliangye as an example. Calculating its brand value, the thesis has verified the feasibility of the method and interpreted the reasonability of the result. At the end of the thesis, it concludes the innovation and limitation of the modified method, and gives prospect to the future development of brand value assessment.