Brand Valuation Of Sportswear Company Based On Revised Model Of Interbrand

Brand is an intangible asset with great economic value,and its essence is the core competitiveness of an enterprise.In practice,the brand is not included in the balance sheet of an enterprise,nor does it carry out any accounting treatment.The importance of its value and significance is likely to be ignored by the enterprise.With the implementation of the national strategy of "Healthy China" and the improvement of the public’s enthusiasm to participate in various sports and fitness activities,the development prospects of sportswear industry are very broad.Therefore,this paper takes sportswear enterprises as the research object,focuses on the evaluation of their brand value,and takes ANTA Sports as a case to evaluate and estimate their brand value.Through this study,we hope to enhance the importance of brand equity,strengthen the management and protection of brand,and also provide new ideas for brand value evaluation of relevant enterprises.After systematically combing the evaluation methods of brand value,this paper sorted out the commonly used evaluation methods of brand value,and finally selected the Interbrand model of Intel Brand Evaluation Company as the research model of this paper.Interbrand model is a widely accepted brand value evaluation method at present.Its evaluation principles and ideas are also used for reference by other evaluation methods.However,there are still many problems in the practical application of the model.This paper is aimed at the problems existing in the practical application of the Interbrand model,and puts forward corresponding improvement measures.The main innovation of this paper is to improve the method of determining the brand strength coefficient S,which is an important parameter in the Interbrand model,and to test the application of the improved model,which shows the effectiveness of this improvement.In previous studies,relevant scholars usually used expert scoring method to score seven factors affecting brand strength coefficient,namely market nature,stability,industry status,marketing scope,brand trend,brand support and brand protection,and then calculated the specific value of brand strength coefficient by using fuzzy comprehensive evaluation method.In my opinion,there are some problems in calculating brand strength coefficient by expert scoring method.First of all,the experts will inevitably score with a certain degree of subjectivity.Secondly,the relevant experts do not necessarily have a good understanding of the development of the industry in which the enterprises are evaluated and the development of the enterprises themselves.The scores given can truly reflect the various aspects of the market performance of the enterprises.In the analysis of the influencing factors of brand strength coefficient,the author finds that all factors can find relevant financial indicators for quantitative replacement.Therefore,this paper attempts to calculate the brand strength coefficient,an important parameter in the Interbrand model,on the basis of enterprise financial data and by replacing qualitative indicators with quantitative indicators.After systematically analyzing the development status and trend of sports apparel industry,this paper uses the improved evaluation model to evaluate the brand value of Anta Sporting Goods Co.,Ltd.and compares the evaluation results with the brand evaluation values issued by the World Brand Laboratory.It is found that there is a small gap between the two,which indicates that the idea of improving the Interbrand model in this paper is feasible.However,due to various constraints,there are still some shortcomings in this study,and we hope to be able to gradually improve in the future research.