The Appraisal Of TAL's Brand Asset

Since the 21 st century,people's pursuit of quality education resources has caused the rapid development of Chinese cultural education.With the popularity and prevalence of the Internet,competition in this industry has suddenly increased.Due to the serious homogenization of products,the competition among cultural education enterprises has changed from the competition in product service to the competition in brands.In order to make better use of the brand,enhance the competitiveness of the enterprise and develop a reasonable path of development,it is necessary to have an accurate capital evaluation to the enterprise brand assets.Beijing century Good Future Education Technology Co.Ltd.is the leader of Chinese cultural education industry.Its brand value evaluation is significant to the enterprise's own development and also other enterprises' brand development.On the basis of evaluating the value research of brand assets,this paper puts forward some reasonable suggestions on how to make good use of brand assets and maintain good brand.In the process of writing,the improved evaluation model,analysis method and insufficiency suggestion may be of some reference value to the scholars after the study of this aspect.This paper first selects TAL Corporation's brand “TAL” as the target for evaluation.The content of this brand has been elaborated after scanning a large number of domestic and foreign documents,.Second,the advantages and disadvantages of each evaluation method are evaluated,meanwhile the characteristics of China's cultural education industry and the brand “TAL” are also taken into consideration,so the Interbrand model is selected.Third,the brand strength multiplier and brand revenue multiplier of the traditional Interbrand model have been improved.Finally,this paper analyzes the brand “TAL” brand asset's value assessment and give suggestions to maintain brand equity.After completing the writing of this article,the author clearly and intuitively recognizes the importance of brand equity to the sustainable development of an enterprise,especially cultural education enterprises such as product service homogenization should pay more attention to brand maintenance and form their core competitiveness.Although the writing process strives for perfection,there are still many shortcomings in the research of this paper,which will be explained in the fifth chapter of the thesis.In the future,the author will continue to increase the knowledge reserve in this area,deepen the research on the value evaluation of brand assets,these shortcomings and problems will be the direction of the author's future research.