A Study On The Evaluation Of Brand Value Based On The Perspective Of Enterprise Management

With the rapid development of market economy today, the market competition gradually evolved into the brand competition, The enterprise brand is becoming more and more important, the brand can bring special advantage to enterprise in the competition. It can help enterprises to gain more market share, and to win more consumers; Therefore, the brand is given a value, and the value of the brand is the need to maintain and develop.At present, the domestic and foreign authoritative brand value assessment agencies will release the value of enterprise brand list annually. Published the top 100 enterprises of brand value. However, little China enterprises can be showed on the list. How to calculate the brand value of them? Why China enterprises rarely appears in the top 100 list? How should Enterprises be to enhance the brand value?This paper shall do a brief introduction of the meaning of the brand value,and will give a introduction of the source of the brand value. And then give a list of the method of brand value of domestic and abroad existing. Select and analysis the most representative evaluation method—Interbrand evaluation method, study on the Index system of Interbrand method; And based on the perspective of enterprise management, Through the data obtained from the enterprise management quantitative which can be compared. Then modified some indexes of the Interbrand method, making the index system can reflect more characteristics of the China enterprise. In this paper, I selected 8 enterprises of machinery industry, the pharmaceutical industry and the tourism industry to validate the index system. Finding the coefficient El between the Interbrand method and the modified method. Hope to provide a easy and operational method for many enterprises for their brand value evaluation.In the study, considering the different characteristics of the development of the different industry, reset the weight of the revised evaluation index system based on AHP. Inviting experts to compare the importance of evaluation index of different industries, so that the index system can reflect the characteristics of the development of the different industry. It can be more objective than directly scoring method.We should evaluate the brand value in the correct view, this value is only a reference value of enterprises. We should pay attention to the development process of enterprise,and know how to enhance the competitiveness of enterprises, so we can enhance the brand value continuously. Enterprises should pay more attention to the construction and development of the brand, and improve the brand development. Thus can continuously improve their brand value through the various aspects.