Evaluation Of Time-honored Winery’s Brand Value Based On Interbrand Evaluation Method

At present,there are 1,128 " time-honored brand " enterprises accredited by the Ministry of Commerce,which are distributed in all walks of life across the country.Wineries account for a large proportion in these enterprises.There are 141 wineries.These time-honored wineries represent traditional national brands with Chinese characteristics,their profound social and cultural heritages gives them a brand advantages that modern emerging brands cannot surpass.However,during the actual business process,the brand value of these time-honored wineries is easily be neglected or underestimated.They can’t turn the brand value into their own competitive advantage.The time-honored wineries face severe development challenges.Therefore,the brand value of the time-honored winery urgently needs attention.While assessing the brand value,the foreign assessment community mainly uses the Interbrand assessment model directly.Chinese brand value evaluation is in the early stage,and the researches which focus on brand valuation of time-honored winery are precious few.At present,an unified evaluation model has not been formed,and no method has been established to especially evaluate the brand value of time-honored wineries.Therefore,it is very urgent to carefully analyze the industry characteristics and brand characteristics of Chinese time-honored wineries,and to design a targeted assessment model which suits the brand value of the time-honored winery.This paper teases the relevant concepts of brand value evaluation,carefully reads domestic and foreign relevant documents,and tries to find the most suitable method for brand value evaluation,especially the evaluation of time-honored winery.In the end,after summarizing and comparing,we chose the Interbrand model as the basic model to evaluate the brand value of the time-honored winery.In view of the unique social and cultural value of the time-honored winery brand and the important influence of consumers on the brand value of the time-honored winery,this paper has made some improvements and amendments to the Interbrand evaluation model.combining the industry characteristics and brand characteristics of the time-honored winery,the method for determining the brand force index in the Interbrand assessment model has been improved,the evaluation subject will be transformed from an expert to a consumer,and subjective judgments of experts will be transformed into into the use of a consumer survey questionnaire to obtain data.According to Professor Wang Chengrong’s THBV model,Aker’s ten factors of brand value model,and the characterist ics of the time-honored winery themselves,this paper also revises the brand strength index system in the Interbrand model and used the fuzzy comprehensive evaluation method to quantitatively analyze the brand strength of the time-honored winery.The improved Interbrand model is compared with the original model.The improved model has higher evaluation value than the original model,b ut within a reasonable range.The higher part is mainly due to the fact that the new model takes into account the historical and cultural values of the time-honored winery,and changes the evaluation subject from expert to consumer.Therefore,in the evaluation of the brand value of the time-honored winery,we must pay full attention to consumers’ judgments and consider the historical and cultural values.