Improvement Of Interbrand Model And Its Application In BYD Automobile Brand Value Assessment

With the globalization of trade,Chinese enterprises are moving towards internationalization.In order to enhance the international reputation and gain recognition in the international market,it can play a great role to cultivate quality brand.Brand value has gradually become the research object of enterprises and investors.The international famous brand consulting company Interbrand Company in the annual list of brand value,the number of Chinese brands on the list,especially in the automotive industry,only one car brand industry can list on 2017.In order to push "made in China" into the world,Chinese brands must first be recognized internationally.Therefore,the scientific and objective evaluation of the brand is particularly important.In order to evaluate the brand of automobile industry properly,this paper studies the universal brand evaluation method in the world,finally chooses the authoritative Interbrand model of the company as the basic model.For the two shortcomings of the model,one is too universal,can’t show the characteristics of different industries,the second is the model of the operation of the subjective qualitative components.This paper is going to improve the key indicators of the model.In order to highlight the characteristics of heavy assets in the automobile industry,the profit margin of tangible assets is replaced by the industry gross profit.At the same time,in the process of determining the maturity of brand action,we adopt AHP to replace the expert’s subjective scoring method with the weights of different factors.Finally,in the brand strength 10 factor design process,joins the brand cognition,the innovation and the social responsibility three factors,causes it to conform to the Chinese enterprise’s brand image.After using the improved model to evaluate the brand value of BYD Company,a representative company in the automotive industry,the analysis of its market,the existing financial analysis and consumer analysis,Get BYD car brand value of 10.884 billion yuan,with another more authoritative BrandTM issued in China’s most brand value list of BYD Company’s brand value of 1.792 billion dollars,the gap is small and has certain reference valve.At the same time,it shows the improved model can accurately demonstrate the valve of the car brand.It can be considered the model of the improvement is significant and reasonable,and can be applied to the automotive industry brand value assessment.