Brand Value Research Of Appliance Industry Based On Interbrand Evaluation Model

With the increasingly intensified market competition,brand as an intangible asset represents the external image of the enterprise.The higher brand value and brand awareness is a recognition of the enterprise's strength,which not only brings excess profits to the enterprise,but also conveys enterprise good information to the outside world.Moreover,brand plays an irreplaceable role in establishing and maintaining competitive advantages of enterprises,especially for the household appliance enterprises with fast product update speed and fierce competition.In the case of little difference between products of the same type,brand has become a decisive factor affecting consumers' purchase of products.Therefore,how to protect and create brand assets and enhance the value and influence of brand assets is the issue that must be paid attention to in the development of enterprises.In addition,continuous research on brand value can help enterprises to fully understand the enterprise brand,and at the same time,they can also adopt appropriate brand management methods to enhance the market competitiveness of the enterprise brand and promote the long-term development of the enterprise.Through reading,analyzing and combing through a large number of Literature on brand valuation,this paper discusses the factors involved in the best assessment method based on the research results of previous scholars,and analyzes the advantages and disadvantages of the existing brand value assessment method.In this paper,I have chosen Interbrand evaluation model which is widely used and has a certain influence.The model is adjusted appropriately according to the actual situation of China's home appliance industry and shortcomings of existing models.The brandeffect coefficient determination takes into full account consumer factor.Firstly,the influencing factors the consumer's purchase behavior of in the household appliance industry were analyzed and determined.Then,designed the questionnaire according to the influencing factors.And questionnaires were distributed to consumers to understand the influence of brands on consumers' purchasing behavior decisions.Finally,the collected data were used to calculate the brand effect coefficient with the importance ranking method.The profit base of brand revenue is determined by multiplying the product sales revenue by the weighted average sales profit margin of the first three years,which makes up the deficiency of the Interbrand evaluation method that does not consider the influence of other factors on the operating profit of enterprises.The brand strength is followed the seven evaluation factors of the original Interbrand evaluation model,including brand market nature,stability,market position,development trend,brand support,marketing scope and brand protection.And using expert scoring and questionnaire survey method to collect data,and quantifying the data with AHP and fuzzy comprehensive evaluation method.The adjusted quantitative method of brand strength takes into account the consumer factors and can evaluate brand strength more objectively and comprehensively.Finally,the value of “GREE”brand is estimated with the adjusted evaluation model,and the comparison and difference analysis between the evaluation result and the value result published by authoritative institutions are conducted to verify the rationality and applicability of the adjusted evaluation model.In this paper,based on the characteristics of consumer as the core of China's home appliance industry and the original Interbrand evaluation model did not fully consider the consumer factors,the model is adjusted appropriately.Full consideration of consumer factors can not only reflect the relationship between consumer factors and brand value,but also reduce the influence of subjective factors and improve the accuracy of evaluation results.Besides,the calculation method of brand income in the adjusted model can not only avoid the decline of net profit caused by other factors other than brand products,thus affecting the accuracy of brand value evaluation,but also reflect the contribution of brand in corporate profit.From the perspective of theconnotation of brand value,although the past data represents the future consumption trend and enterprise sales expectations,the market is constantly changing and full of many unknowns,so replacing the future earnings of the brand with historical data has a certain lag.Therefore,the study of brand value should pay attention to the future earnings and market conditions of the brand,make a reasonable prediction of the future development of the brand,and properly reflect the enterprise brand value.Further research is needed on how to control the influence of subjective factors within the acceptable range,how to divide the influence factors of brand effect coefficient and how to adjust the corresponding value evaluation methods for different industry brands.Through the study of the brand value evaluation system,the domestic brand value theory and evaluation method can be constantly innovated.Choosing appropriate evaluation methods to evaluate the brand value of enterprises is not only conducive to the development and operation of enterprises,but also can help enterprises understand the market performance and value of their own brands and increase consumers' understanding and trust in their brands and products.This is great significance to the development of enterprises.Strives to establish a brand value evaluation method suitable for China's home appliance industry,hoping to provide reference for the brand value evaluation of the same type of enterprises,and provide effective suggestions for the establishment and management of enterprise brands,and hope to be able to promote the development of China's enterprise brand assets and the value of the evaluation.