Research On Brand Value Evaluation Of Real Estate Enterprises Based On Interbrand Method

With the role of corporate brand building was becoming increasingly prominent in the market competition,assessing the value of brand equity has great significance.this paper attempts to discuss and establish a set of research methods applicable to the evaluation of real estate brand value in China,and select the case to calculate and verify.The main body of the article is divided into five parts.Firstly,explaining the background and significance for study and elaborating the connotation of brand value.Secondly,summarizing the value characteristics of real estate brand of the main research object of this paper;Elaborating and Comparison and Analysis the brand value assessment methods based on the different perspectives of financial accounting elements,financial and market factors,consumer factors,etc.The third part mainly discuss the construction of real estate brand value evaluation method,This paper intends to use and improve the Iterbrand model based on financial and market factors.Including the prediction of the main parameters of the excess return and building brand strength index system.The paper used quantitative and qualitative methods,namely the use of analytic hierarchy process to determine the weight of each index affecting the intensity of the brand,and then combined with expert scoring score to brand strength.The same method is used to measure brand force coefficient when determining the excess return of the brand.Model application part selected the Poly Real Estate as a case study,introduced the background of the industry development and the status of Poly Real estate in briefly.The brand value is calculated by the revised evaluation method,comparative analysis the company's brand value assessment of real estate enterprise brand value evaluation report issued by authority.The fifth part is the rationality of research methods,and put forward the relevant problems and prospects in the evaluation of brand value.