The Valuation Of Yili Brand Assets Based On The Sinobrand Evaluation Model

With the development of economic globalization, the international market competition is becoming increasingly fierce. Enterprises carried out a series of activities: acquisitions and mergers to expand the scope of market share. In the meantime, the value of brand has received much more attention by the investors and managers, for its higher value than the tangible assets.This paper conducts the research on the theory of brand assets evaluation to analyze the background of the brand assets and clarify its theory evolution. Compare domestic and foreign brand assets evaluation method to analysis of the characteristics and limitations of various methods, Choose one suitable method for the case in this paper. Then improves the Sinobrand evaluation model from this two aspects: the advantage of brand value and the addition of consumer preference. Then in this new model, the paper evaluates the value of Inner Mongolia Yili brand assets which is china’s biggest dairy company. Last compare the evaluation results of this three method: the World Brand Lab, Interbrand and Sinobrand to analysis the differences among them. It is possible for us to recognize its market position of Yili via the evaluation of its brand assets and introduce the secret of success to the other enterprises in this industry. By which can the enterprises develop toward a better direction of brand asset management. We hope to obtain a suitable method for Chinese brand assets evaluation.