Study On The Evaluation Of Brand Value Based On Interbrand Model

In the Chinese brand value evaluation information release topic 2015 China Brand Development Forum meeting, President of He Bangjing speech pointed out, the brand is the important embodiment of enterprises and the core competitiveness of the country, the brand value evaluation for the brand construction has an important guiding role, to help businesses and society to find the brand of enterprise value to enhance the role and on the value of the product amplification effect, promote the resources to focus on the advantages of enterprise and industry, guide industry transformation and upgrading, improve the structure and quality of the supply side. Although have recognized the importance of brand value evaluation and its many advantages, but the brand value system is still not complete, research perspective and evaluation way different, so we have to increase the strength on the brand value and its evaluation method, in-depth analysis of brand value, brand value evaluation by scientific and reasonable method.This paper studies the evaluation characteristics and current situation of Chinese brand value on the formation of brand value based on the proposed new brand value evaluation method. New model required data in enough as far as possible and less computation, evaluation object unified corporate brand, in the brand intensity factors analysis not only from the perspective of enterprises were analyzed, more considering stakeholders in brand value is created in the process of contribution, these practices make up the defect of previous evaluation methods, so as to make the evaluation method of brand value more reflect the enterprise the true state of, also can reflect the brand development situation was evaluated. Based on the research of brand value from the connotation and origin by domestic and foreign experts which for evaluates the brand value from the perspective of stakeholders. And to the domestic and foreign evaluation method were compared, are analyzed and compared the advantages and disadvantages of each evaluation method. By comparing and choosing the most representative and applicability of Interbrand model as the basic model, according to the deficiencies and shortcomings of the model and the model adjustment, construct more suitable for Chinese brand value evaluation of the new model.