Research On The Evaluation Of Brand Value Under The Perspective Of Consumers

With the economic globalization,a large number of foreign enterprises into the domestic market,while some well-known domestic enterprises have begun to move toward the world,both in the domestic market or foreign market,competition among enterprises are intensified.With the improvement of the income level and knowledge of brand knowledge structure,pursuiting of product brand presents a normality.In "brand economy" era,brand assets become the core of market competition.Enterprises want to achieve this competition,must to adjust the brand strategy,establish a strong brand.A reasonable brand evaluation provide important value reference for enterprise brand strategy management.The consumer factor plays a key role in the formation of brand value.Therefore,brand value evaluation should focus on the important role of consumer At the same time,because of most of the mature evaluation methods abroad,can,t reflect the characteristics of our brand,and ignore the consumer factors.Therefore,only by referring to foreign advanced evaluation methods and combining with the characteristics of Chinese brands,we can further explore the value evaluation method suitable for Chinese brands,and construct the evaluation model which can reflect the true value of brand.Through the comparative analysis of brand value tradition and modern evaluation method,we find that traditional brand value evaluation method has great flaw and can,t serve the practice of modern brand value evaluation practice.It includs cost method,market method and income method.Modern brand value evaluation method to brand investment for the purpose of evaluation,the main representative methods are Interbrand evaluation model,Aaker ten factors evaluation model,Beijing brand equity assessment company evaluation and World Brand Lab evaluation methods.These evaluation methods base on the traditional income law,and try to explore the real factors,hoping to provide policy recommendations for corporate brand management.Through study of the modern brand value evaluation methods,believing that the Interbrand evaluation model is the most suitable brand method,and the applicability of the Interbrand model from the consumer perspective to the applicability of the two aspects.Because of the model derived from abroad,can,t reflect the characteristics of our brand,and ignore the consumer factors.In view of the shortcomings of the Interbrand model,this paper improves the model of brand value evaluation from the perspective of consumption,and improves the rationality of the model and its applicability to the brand value evaluation.The improvement of Interbrand model is mainly embodied in the following aspects: The improvement of quantification method of brand excess return is improved by AHP(Analytic Hierarchy Process).Secondly,using SPSS19.0 statistical software to get the weight of each level.The brand force index is the index weight corresponding to the brand,and the index weight of the brand will be divided into Brand of the index and the intangible assets of excess returns can be calculated by multiplying the excess return of the brand.In this paper,the author constructs the brand strength index system from the perspective of consumers,referring to the Aaker brand ten factor model and the Keller brand knowledge model,and organizes the group discussion and draws the opinion of the relevant brand experts.Using the method of questionnaire survey,SPSS19.0 software was used to analyze the principal component and factor of the statistical data,and then the weight of each index of the brand intensity was obtained.At last,we use the Matlab software to do the fuzzy synthesis of the statistical data,get the brand intensity score,and substitute the brand intensity score into the "S" curve of the Interbrand model.In order to improve the scientificity of the research results,this paper chooses Haier brand as the subject,and applies the Interbrand model to the evaluation of the brand value from the perspective of improved consumers.Because the appliance industry is one of the earliest brand building industry,coupled with the convergence of products in recent years,rising production costs and foreign home appliance brand into a large scale,making the industry gradually intensified competition.So how to improve the brand management capacity,and then establish a strong brand is imminent.Empirical analysis,the improved evaluation model applied to Haier home appliance brand value assessment,get the final assessment value of 18.56 billion yuan,which far from 2015 the Beijing brand equity assessment company announced the value.On the basis of further analysis of the causes of the differences,this paper evaluates the model and summarizes the main conclusions of this paper.Hoping to provide some strategic suggestions to enhance brand management and establish strong brand.