Study On Dynamic Discount Rate In Evaluation Of Brand Value

With the development of knowledge economy,brand equity is increasingly favored by the management,competition between enterprises has gradually evolved into the brand competition.Today's many industries have emerged the phenomenon that several strong brand products monopolize the entire market.Regardless of the market share or operating profit margins,strong brand have more advantage than non-strong brand.Therefore,regardless of the enterprise itself,or for customers,regardless of the actual situation from the domestic,or from the international economic development requirements,brand value management should be the core of modern enterprise management.The study of brand value can provide theoretical support and practical basis for enterprise,which is beneficial to the rational allocation of other assets and brand assets of enterprises,so as to realize the goal of enterprise brand building.So,how to understand the brand value,how to correctly assess the brand value,it becomes a key issue.In view of the above problems,the article discusses from the following aspects: First,through careful study of literature,summed up the previous definition of brand value,the most representative point of view thinks that the brand value is the present value of expected return,which is broad by brand assets for enterprise.Second,by comparing the existing assessment methods,it is concluded that the method of assessing the essence of the brand value is the present earning value method.But also found the present earning value method is not perfect,the disadvantage lies in the determination of future earnings and discount rate,the article improved these two difficulties.Third,taking Heng shui lao bai gan brand as an example to analyze.Introduce time factors and operational risks to correct the selection of discount rate.The regression model is used to predict the precipitation benefit of the Heng shui lao bai gan enterprise in the future.The principal component analysis method is used to determine the brand action index,so as to optimize the calculation of the main parameters in the present value of income.Finally,on how to enhance the value of Heng shui lao bai gan brand,the article studied from the level of finance and management of brand.The financial level mainly studied on how to improve revenue and control costs,the brand management level mainly studied on how to promote the brand and how to build ecological brand.