Research On Brand Value Evaluation Method Based On Royalty Savings Method

Under the situation that the economy has developed into a general trend,the knowledge economy has become the mainstream of the times,and the market competition has changed.It has gradually developed into the pattern of intellectual property with brand as the media as the main competition.The brand has become an intangible asset that can not only show the economic strength of an enterprise and highlight its core competitiveness,but also highlight the soft power of the national economy,imply huge economic value.From 2014 to 2018.in a short period of five years,China's key products with brand as the carrier have made rapid progress in terms of sales volume and profitability and accelerated the construction and management of enterprises' independent brands.From the national "13th Five-Year Plan",it can also be seen that the organs of state power have given high attention to China's brand building.However,due to China's vast territory and obvious regional differences,different industries have many differences and limitations under different market competition mechanisms,and the applicability of evaluation methods is low and incomplete.Based on this,in the research ideas,we first use the literature research method to define the related concepts of brand and brand value.Secondly,the domestic and international relatively mature brand value evaluation methods are sorted out,and the applicability,advantages and disadvantages of the evaluation methods based on different factors are expounded.Then,it explores the influencing factors of brand value,and selects the variables from nine dimensions of company value,enterprise cost,growth ability,income scale,profitability,solvency,operational capability,technical investment and corporate social responsibility to conduct empirical analysis,and constructs the brand value model.It is found that the brand value is positively related to enterprise cost,income scale and technical investment,and negatively correlated with corporate profitability and solvency,while brand value is not significantly affected by company value,growth ability,operational capability and CSR performance.At the same time,the regression prediction equation represents the linear relationship between brand value and various variable index,and can also be used as a reference for non-professionals to evaluate brand value.Finally,the brand value evaluation method of royalty savings method is proposed,the determination on the important parameters and the process of evaluating of the method are introduced in detail with the example of Bright Dairy.This study provides another way of calculating excess returns,which is to consider the royalty savings as the excess return in the income approach.At the same time,the method of determining the discount rate achieves the optimization effect to a certain extent,while the determination of royalty rate is the difficulty of this method.Several preventive measures are proposed,which need to be further improved.This method has a high degree of professionalism and is expected to be useful for China's brand value assessment business.Through the empirical analysis of the large sample,this study found that the influence factors of brand value.At the same time put forward the evaluation method of royalty savings method.It hopes to be able to help enterprises to realize the market positioning with its establishment brand strategy,brand image and enhance the brand value has the reference significance.It also provides a new way of thinking about the evaluation of brand value.