The Research On The Valuation Of Changyu Brand Assets Based On The Interbrand Model

With the development of market economy,competition among enterprises becomes more and more exciting,Business competition from product turned to brand.As one of important intangible assets,brand asset plays an important role in an enterprise,It has long been an important way for enterprises to enhance consumer brand loyalty,promote sales,expand market share and maintain corporate image,become an integral part of the corporate moat.As the leading enterprise in China’s wine industry,Changyu is faced with the opportunity of expanding the demand of wine market and the challenge of the constant invasion of foreign brands.It is necessary to Taking full advantage of the strength of its own brand assets to improve the competitiveness of enterprises and maintain the brand image of Chinese wine.First of all,this paper sorts out the current brand asset and related theories of evaluation methods.The Interbrand model was selected as the basic method of brand evaluation.At the same time,it also points out that the method has two defects: subjectiveness and lack of consumer factors.Secondly,this paper makes improvements for two defects separately,Using PCA and AHP to eliminate a part of the subjective effects,combining the characteristics of China’s wine industry,adding consumer factors to the factors affecting brand strength.Thirdly,based on the annual report of the company and the data in the professional database,the improved evaluation method is used to calculate the brand value of Changyu.Compared with the results of other evaluation methods,the improved evaluation method is proved to be reasonable and applicable.Finally,the research conclusion is drawn,and some suggestions are put forward for Changyu to enhance its brand assst.