Interbrand Made In The Evaluation Of Brand Value

With the development of economic globalization,all countries are pursuing high and new technology innovation,and knowledge economy is also developing rapidly.As an intangible asset of an enterprise,the excess earnings brought to the enterprise are increasingly prominent.Building a quality brand,on the one hand,it can bring a positive image to the enterprise and its products;on the other hand,it can help the enterprise to stand in the market more competitively and gain more market share.At the same time,the in-depth exploration of brand value reveals the real value of the brand,it can more clearly recognize the advantages and disadvantages of the brand,and which makes enterprises pay more attention to brand protection,formulate more reasonable marketing strategies,and improve the overall comprehensive strength of the enterprise.After reading a large number of literature reviews,this paper summarized the definition of brand and brand value,It distinguishes brands from trademarks and goodwill.At the same time,brand value assessment methods are reasonably classified into three kinds: brand value assessment methods based on financial elements,market elements and consumer elements.The applicability,limitations,advantages and disadvantages of each method were elaborated,brand value assessment methods based on financial elements have the traditional three evaluation methods--cost method,market method and income method.These methods are easy to understand,but it has poor applicability and takes one-sided factors into consideration.At the same time,by analyzing the financial history data of the enterprise itself,they cannot truly and effectively reflect the brand value.Based on the evaluation method of market factors,although the market is closer to the real value,it fails to take consumer factors into account,which will lead to incomplete evaluation results.In addition,the evaluation of discount rate mostly adopts the expert scoring method,which is more subjective.Based on the evaluation method of consumer factors and based on consumers' perception,the influencing factors of consumers are quantified.However,in the process of quantification,some evaluation indexes of fuzzy voice are more abstract,and the individual differences of consumers are relatively large,resulting in a large deviation in the final evaluation results.the research object of this paper is the brand value of liquor enterprises,which have their own special industrial characteristics.Most liquor enterprises have experienced countless times of baptism,social changes and historical turbulence.It is very necessary to include the historical and cultural value into the evaluation index system of liquor enterprise brand value.Obviously,none of the above assessment methods can fully meet the needs of liquor enterprise brand value assessment methods.For the current authoritative and highly recognized Interbrand model,based on the original model,this paper made a reasonable improved model for liquor enterprises.First,improving the brand effect index will use the AHP instead of the original model's expert scoring method to separate the part of intangible assets that belongs to the brand return;Secondly,the historical and cultural value factors and consumer factors are integrated into the factors affecting brand value,rather than the financial and market factors of the original model,which enriches the index system of brand strength.Third,Improving the brand strength index of quantitative method can abandon the original model of expert scoring method,but can use the analytic hierarchy process(AHP)to determine the weight of each index,and fuzzy comprehensive evaluation method to determine each brand multiplier,it can overcome the problem of the bigger subjectivity of the original model,and make the evaluation method be improved.Finally,this paper takes Luzhou Laojiao as a case.it evaluats the brand value of Luzhou Laojiao by using the improved Interbrand model,and finally gets the value of Luzhou Laojiao as 63.86 billion.The evaluation result obtained in this paper is a difference of 328 million from the data released by Intel corporatio n.The estimated value obtained in this paper differs from Intel corporation's published data by 5.41%.On the basis of referring to domestic and foreign research results,this paper knows that the reasonable range of error caused by using different methods for the appraisal value of the same asset is between 5% and 15%.Therefore,it can be considered that improved Interbrand model is reasonable to evaluate Luzhou Laojiao brand value.