Interbrand Mode In The Evaluation Of Brand Value-Taking Tsing Brewery Company Limited As Sample

With the pace of globalization,China's market economic system reform is deepening,and further integration with the world economy,brand as an intangible asset to the role of national enterprises,status is increasingly important.Excellent brand on behalf of a business and product image,can help enterprises in the market to gain more market share,improve product competitiveness and bring excess returns.Therefore,a correct understanding of brand value can enable enterprises to face the brand influence,establish the correct brand values,in the production and business activities,attention to brand protection,enhance brand value;the other hand,to help enterprises understand the brand advantage and disadvantage,Resource allocation,optimize the product structure,improve the brand comprehensive competitiveness.Based on the comprehensive analysis of domestic and foreign literature,this paper describes the connotation of brand and brand value,clarifies the brand-related concepts,and evaluates the mainstream brand value on the market: the financial element-Brand value evaluation based on market factors,brand value evaluation based on consumer factors,their advantages and disadvantages and the scope of application of comprehensive comparative analysis.Among them,the evaluation method based on financial factors is the most basic model of asset evaluation,with strong comprehensibility and simple calculation formula.The most typical flaw in the valuation of a brand is the lack of consideration of the consumer.Since the evaluation method based on financial factors,then these three methods are based on historical data analysis of corporate earnings to consider future corporate brand profitability and brand development and growth capacity,too much attention to a certain period of profitability of enterprises,the lack of long-term The evaluation method based on the market factor is a kind of deformation of the income law,theoretically based on the market assessment method should be the closest to the real assessment results.The disadvantage of this approach is that the consumer factor is not included in the evaluation system,this will lead to the evaluation results are not comprehensive.And the discount rate for the assessment are generally used expert scoring method,with a certain degree of subjective color,is not conducive to the objective and impartial assessment of the results.The evaluation method based on the consumer factor is mainly from the consumer's perception of the brand as the starting point,ignoring themarket factors in the role of brand value,which also determines the consumer factor evaluation method is not easy to quantify the index,Because of the large number of consumers and the difference of consumers,there are more subjective interference in the evaluation of consumers' evaluation,which may affect the authenticity of the evaluation results.Secondly,this paper establishes the Interbrand model based on the most authoritative and high recognition,and adjusts the relevant parameters of the original Interbrand model to be applied to Tsingtao Brewery brand value evaluation.In the adjustment of the original model mainly involves the following three parameters: First,the use of analytic hierarchy process to determine the role of the brand in order to determine the brand to the enterprise to bring excess returns.The second is to abandon the original Interbrand model in the calculation of brand strength only consider the market factor does not take into account consumer factors,innovative introduction of consumer factors,build integrated brand strength system,according to comprehensive brand strength calculation of brand multiplier.Third,in the calculation of consumer intensity and market intensity,the fuzzy comprehensive evaluation method is adopted,and the evaluation index which can not be easily quantified is analyzed by mathematical analysis.It is hoped that objective subjective interference can be overcome as much as possible,and a more objective evaluation conclusion can be obtained.Finally,this paper uses Tsingtao Brewery as an example to evaluate the brand value of Tsingtao Brewery by using the improved Interbrand model.After evaluating the brand value of Tsingtao Brewery with the value of 10.938 billion Yuan,with the "Best Brand Value Ranking in 2014" Tsingtao Brewery brand value of the brand value of 12.171 billion yuan compared to the evaluation results obtained by the difference of 1.233 billion yuan.Based on the study of domestic and foreign research results,this paper shows that the difference between the evaluation value of the same asset and that of the same asset is 10.14%,which is within the reasonable range.Therefore,it can be concluded that the modified Interbrand model is reasonable to evaluate Tsingtao beer brand value.