Application Of Interbrand Optimization Model In Apparel Brand Value Evaluation

With the rapid development of the economy,China surpassed Japan in 2010 to become the world's second largest economy.Nowadays,China's economy is developing rapidly,and the per capita GDP has reached 9780 dollars,gradually entering the era of brand consumption.In the fierce market competition,the driving factors of enterprise value creation have undergone fundamental changes.The profits brought by tangible assets to enterprises are limited,but the proportion of intangible assets to enterprises is increasing.As a very important intangible asset of the enterprise,the brand will become an important source of economic growth for the company.At present,China's garment industry has poor independent innovation capability and low brand awareness.So,knowing the brand value will help build a strong brand power and boost economic growth.Brand as an important intangible asset,linked and distinguished from trademarks and goodwill.And brands are not valued in enterprise management,therefore,understanding the brand value will help the company's brand asset management.By analyzing the domestic and international brand evaluation methods and the development of brand value drivers,it is found that the current brand evaluation methods have certain deficiencies.Although the most popular brand evaluation method at present is the Interbrand brand evaluation model,it only considers financial and market factors,ignoring consumer factors.The brand of the apparel industry is more influenced by consumer factors,so adding consumer factors to the Interbrand model will make the assessment method more scientific and reasonable.Firstly,we use the sales percentage method to predict the future earnings of the company,and then combine the historical income to get the average annual return.Then using AHP to separate the value of brand equity from the intangible assets of the company.Finally,using fuzzy mathematics to quantify the consumer factors,the final response is in brand strength.Through analysis,this paper believes that brand is the indicator to guide consumers to consume.Brand value is the discount of branded products expected to bring benefits to enterprises in the future,so the extension of brand is the scope of brand productization.When studying the brand value of HLA,I found that each evaluation method has certain limitations.Interbrand brand evaluation model after adding more sensitive consumer factors in the apparel industry,has contributed to the evaluation theory.When calculating the brand strength,by collecting questionnaires and using fuzzy mathematics to quantify,the results are more objective and reasonable.Finally this paper proposes a comprehensive optimization of Interbrand brand evaluation model,using mathematical methods to obtain objective and reasonable evaluation values,considering financial factors,market factors and consumer factors.And the HLA was cited as a case to verify that the results have certain reference value.