Value Evaluation Of New Energy Vehicle Brands Based On Interbrand Model

Although the new energy vehicle industry is said to be in the development stage,it has broad development prospects and strong policy support,and its brand value can bring more and more excess returns to the company.For companies,their brand The importance and value of the brand are increasing,and the evaluation of its brand value is particularly important at this time;however,the current research on the brand value of new energy vehicles is still immature,and most evaluation lists still use traditional methods to evaluate new energy vehicle companies.,The applicability of the method is insufficient;at the same time,the new research program has less empirical application,the industry evaluation standard is not perfect,and the evaluation program with strong credibility is lacking.This article finds a gap in the existing new energy vehicle brand evaluation system,and conducts an independent consumer perspective evaluation of the corporate brand value.In my research,I think that for companies in the developing stage,their development prospects are mainly guided by society and consumers.The evaluation schemes from the companies themselves are too subjective for the developing industry.The true state of the brand value cannot be accurately judged.Therefore,I use an independent basis analysis based on the consumer’s perspective for the brand value assessment of the new energy vehicle industry.Such a model can effectively feedback the true positioning of the company’s brand and its products in the market and consumers’ eyes,and thus can provide the company’s development decision-making.More objective basis.In the study,the Interbrand model was selected and improved.The improvement idea was to control the calculation method of brand revenue unchanged,and completely replace the factors of brand strength in the traditional model with consumer perspective factors;in order to reduce the influence of subjective factors,AHP was used The method assigns weight to the influence of different consumer angle factors on brand strength;designs questionnaires according to each consumer angle factor;and finally organizes and calculates the questionnaire data to obtain brand strength based entirely on the consumer perspective,combined with brand Revenue is a brand value that is completely evaluated based on the consumer’s perspective;the evaluation result in the case is very close to the data given by the authoritative evaluation agency,and the expected effect of the evaluation is achieved;the analysis of the evaluation process and results can be Provide some basis and ideas based on the consumer’s perspective when making development decisions,and also provide new and feasible ideas for some companies and industries of the same type in the evaluation of brand value.