| With the development of economy, enterprises are paying more and more attention to their intangible assets. As a special kind of intangible assets, the brand plays a vital role in the process of creating profits. For an enterprise, the brand is both a carrier of the external image and one of the means to make excess return. The brand also allows consumers to distinguish between similar products, and reduce their risk of purchase. Brand value evaluation helps enterprises understand their own bands, so that enterprises can take reasonable and effective measures of brand management to enhance their competitiveness. Besides, higher band value is a reflection of the strength of enterprises, which will influence consumers’ decisions and behaviors. Therefore, reasonable evaluation of brand value is very significance.Domestic and foreign scholars or evaluation institutions have proposed many methods of brand value evaluation, and some of these methods have already got the extensive application. But there is still a lack of unified standard and evaluation system in the field of brand value evaluation. The methods suitable for the actual conditions of our country are not many. In this paper, the traditional evaluation methods and several typical methods are reviewed. The famous Interbrand model, which is the basis of the new model, has been supplemented and improved, and become a new brand value evaluation model. In the improved model, the profit is still the core, and objective financial data is used to calculate the brand benefit. Thus, the influence of subjective factors is reduced. Meanwhile, the new model’s assessment system of brand strength has been enriched from multiple perspectives, and the adjusting weight of industry has been introduced, which makes the evaluation results more reasonable. Finally, to verify the feasibility and effectiveness of the improved model, a well-known brand in the liquor industry called “Luzhou Laojiao” has been selected as a case. |
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