Brand Value Evaluation Of Zhangyu Based On Interbrand Model

The value of the brand can reflect the competitive advantage of the enterprise.Moreover,it can reduce the risk of consumers and thus maximize the welfare of consumers.Therefore,enterprises cannot achieve sustainable and stable development without the evaluation of brand value.From different perspectives and thinking,researchers at home and abroad have different understandings and concepts of brand value.However,the existing brand value evaluation methods are less feasible and applicable in the application of China's evaluation system.So far,China has not formed a set of perfect system completely suitable for our country.Therefore,it is necessary to improve and perfect the brand value evaluation system according to China's current market situation.This paper first explains the research significance,research background and research status at home and abroad of brand value,and analyzes the connotation,characteristics and factors of brand value evaluation.Through a comprehensive knowledge of the reference of brand value evaluation at home and abroad,this paper analysis the commonly used several kinds of evaluation methods both at home and abroad,these methods,respectively from the perspective of financial,market,consumers three,the author integrated the advantages and disadvantages of different methods and applicability of finally chose to conduct the thorough research to the Interbrand model.In the application process of Interbrand model,three important indicators are mainly calculated.Firstly,the weighted average profit margin of the past three years is used to calculate the expected income.Then the brand function index is obtained through questionnaire and analysis.In brand strength analysis,on the basis of questionnaire,analytic hierarchy process(ahp)and comprehensive fuzzy evaluation matrix method are used to determine brand multiplier.Finally,this paper analyzes the specific characteristics of the wine industry,and introduces in detail the changyu wine enterprise development condition,using the traditional Interbrand assessment model,combining the industry characteristics and economic development of our brand,in the case of as far as possible the elimination of the influence of subjective factors,evaluation of Interbrand model index and the role of brand in the selection of brand strength to do the correction,and Zhang Yudai into the adjusted model for case validation.Among them,the brand multiplier of changyu calculated in this paper is 17.5543,and the calculation interval of brand multiplier determined by Interbrand company through a lot of practice and experience is 6%-20%.Therefore,it can be concluded that the brand multiplier of changyu calculated in this paper is feasible within a reasonable range.Taking December 31,2018 as the base date,this paper estimated the brand value of changyu at 2.778 billion yuan.In 2019,interbrand,an international leading brand consulting firm,released the 2019 best brands list in China,in which the brand value of changyu was 3.21 billion,which was not far from the evaluation results of changyu brand in this paper.At the end of the article,this paper studies and compares the obtained changyu brand value with the published brand value in the market,and objectively evaluates the model in this paper to analyze the advantages and disadvantages of the adjusted model in this paper.Of brand benefits,brand effect index and brand strength of adjustment made sure,also points out the deficiency of new methods,at the same time,in view of the new method is put forward some Suggestions on the promotion changyu brand value,hope in the future research on brand value in the process of need further more comprehensive and more scientific and objective analysis and consideration.Although the author has always maintained an objective and rigorous attitude and thinking,the article still has shortcomings to be improved.However,the adjusted Interbrand evaluation model is a new discussion,which is expected to provide new thinking and direction in the evaluation theory and practice.