Brand Value Evaluation Based On Interbrand Model And Its Improvement

With the development of economic globalization, the market gradually from tangible products competition mainly to brand to change the elements of intellectual property market competition, so how to make scientific and rational quantification of brand value, enhance the competitiveness of enterprises has become a priority among priorities. There are many brand value evaluation methods of academic discovery,this paper chose the more famous the Intel company brand value evaluation method, not only because the evaluation results have a certain influence in the world, and the evaluation method and other methods for public relative index coverage is relatively broad, but the Interbrand model is suitable for the full competition and The profits and the scale of the industry are more average. In view of the impact of Interbrand model in the evaluation of brand value, we will take the Interbrand model as the basis, and combine the specific market of our country to improve the model.This paper mainly considering the return of the brand, brand action index, brand strength, the improved:brand earnings from Beijing famous brand asset evaluation method, with sales over the past year and the company over the past three years,not only make up the Interbrand model of the brand revenue is related to the brand, but with the enterprise management level, national macroeconomic regulation and control policies and other non brand factors independent of the defect, but also the contribution of the brand’s contribution to the enterprise.brand action index by measure brand on consumer buying behavior of influence degree to determine, can fully reflect the brand value, that is, consumers are willing to pay through the use of the brand value of the utility and satisfaction of the price, but also to make up for the lack of Interbrand model of Consumer Factors.the evaluation of brand strength is still using the seven factor evaluation index of Interbrand model, which is determined by AHP method and fuzzy comprehensive evaluation method. Firstly, the paper uses the AHP method to calculate the weight of each factor.Finally, the brand value evaluation model is applied to the Haier brand after the improvement, the results showed that: from the perspective of consumer market and brand value evaluation and the actual situation in our country is more consistent. The improved brand revenue calculation is more suitable to the state-owned brand in the development process of the actual situation in order to grab market share profit don’t let the city; brand index directly in brand value reflects the relationship between brands and consumers, has a strong guiding significance to the construction and management of enterprise brand;brand strength coefficient of the quantitative method can not only avoid the factors of brand strength weighting values of the subjective condition, and a plurality of influence The evaluation of factors will enhance the rationality of the evaluation results, this method can be operated in practice.