The Optimized Interbrand Brand Value Evaluation Model Based On Consumer

In the Environment of economic globalization, the market competition has been developed into "the competition of the core strengths of the brand assets". The competition without brand assets is weak, the product without brand equity’s support is fragile, and the market without brand equity is simply not occupied market. Therefore, both the entrepreneurs and investors recognize the "brand equity" as the most valuable asset. The value of brand equity assessment is the inevitable product of economic globalization, so brand equity assessment is of great significance. This research takes the "Haier" brand asset as the object, to study assessment method of brand assets value.This article main body is divided into four parts. Firstly it elaborates the research background, reviews of domestic and foreign existing concept of brand equity, brand value appraisal methods and its application in related fields of research. The brand assets evaluation methods have been carried on the system classification based on the three conceptual models. Secondly this paper compares the characteristics and suitable object of the three big brand equity concept model, combines with the "Haier"brand equity background analysis and the present study, and choose the market concept model as the theoretical basis; then based on the comprehensive analysis of evaluation ideas, evaluation models, evaluation process, the applicable conditions and the advantages and disadvantages of the four representative evaluation methods of market factors, it choose the Interbrand appraisal system. Thirdly this article analyzes the background and brand assets status of the "Haier" for the further study. Finally it evaluates the value of "Haier" brand assets in the Interbrand method. In the financial analysis process, considering the historical average earnings has certain hysteresis and cannot reflect the brand assets profitability in the future and the time value of money, the article uses the method of expecting return to improve; In the market analysis process, this study introduces the principal component analysis instead of the function index to make out the proportion of the "Haier"equity income in the precipitation revenue, which eliminates a certain degree of subjective factors, strengthens the objective rationality of evaluation result; In the brand strength analysis process, it uses empirical function to convert seven factor score to brand strength; then based on the comprehensive analysis, the research put forward the corresponding countermeasures and suggestions to improve the value of the "Haier" brand asset.