Research On Brand Value Evaluation Of Time-honored Brand Based On Interbrand Evaluating Method

Brand plays a more and more important role because of the fierce competition situation of market,for enterprise,brand becomes the core competence to bring excess profit for enterprise,for country,however,brand is the symbolism of soft power and comprehensive national power of a nation.As a special brand,time-honored brand shoulders excellent traditional culture of our country,it has widely mass foundation and huge brand value,and also advantages which are unsurpassable by modern brand,however,the development of time-honored brand is not optimistic because of the effect of the various factors.In order to rescue the development declining tendency of time-honored brand," Project of Promoting Time-honored brand" is put forward by our country,and the strategy deployment,"Brand Building","The Belt and Road" and so on,providing the new opportunity for the development of time-honored brand.Based on the background,research on brand value evaluation of time-honored brand has great significance to promoting brand value of time-honored brand enterprise and developing the brand economy.Through arranging related articles and analyzing brand value evaluation method.Based on Interbrand evaluation method,the model of time-honored brand value evaluation is built.Meanwhile,current situation of time-honored brand value evaluation is analyzed,aiming at the problems of incomplete brand value influence factors and ignoring development defect of time-honored brand,the influence factors of time-honored brand is analyzed,and the four influence factors of brand value is determined,the prominent problems of time-honored brand with related factors are pointed out,and it can provide basis for index system design of model.Based on all above,taking foundation of Interbrand evaluating method,aiming at insufficient of master mould,improving from three aspects,brand effect index,index system of brand strength and quantization of brand strength,the model of brand value evaluation based on time-honored brand is built.New model uses AHP to stripping brand benefit from intangible asset benefit,index system of brand strength contains market,consumers,enterprise financial and social culture,and index of development imperfection is blent in to reflect time-honored brand with related factors,and the grey comprehensive evaluation method is used to realize quantization of brand strength.The new model reduces the subjectivity and enhances the relevance,time-honored brand value evaluation is measured roundly,and it has reference significance for management of time-honored brand value and value promotion.Finally,the scientific rationality of model is verified by using Luzhou Old Cellar Brand as evaluation object,and suggestion is put forward for the problems of development of Luzhou Old Cellar Brand and using of the model of time-honored brand value evaluation.