Evaluation Of Brand Value Of Coffee Industry Based On Interbrand Model

In the new situation of increasingly intensified international competition,how to improve the competitiveness of enterprises has become an important issue for every enterprise in the market.With the deepening of product homogeneity,the competitiveness of enterprises is more and more reflected in the enterprise's brand.Young people,in particular,tend to have a different view of consumption from their parents';they are increasingly seeking individuality and freedom,chasing after themselves on the wealth their parents amassed,and longing to be taken seriously.Their brand awareness is unimaginable in the past,so only by building strong brand competitiveness can they attract these young people and make the enterprise win in the industry competition.And how to evaluate the brand value of the enterprise scientifically,objectively and comprehensively becomes the first problem to be solved.Interbrand model is the most widely used method among many brand valuation models in the world.However,in fact,the model has strong subjectivity in the process of evaluation,and the reliability and accuracy of the forecast of future expected earnings are also questionable.At the same time,there is a lack of understanding of the needs of contemporary young consumers.Therefore,the author takes starbucks as the object,analyzes the possible problems in the practical application of Interbrand model in China by reading relevant literatures at home and abroad,and proposes an improved model on this basis,in order to provide some references and help for the brand value evaluation in China.On the basis of the Interbrand evaluation model,the author firstly USES the grey prediction model to determine the brand's expected future earnings.Secondly,the evaluation index system of brand effect coefficient is constructed,and consumer information is obtained by means of questionnaire,so as to calculate the brand effect coefficient.The analytic hierarchy process(AHP)is used to determine the weight of the indicators of each decision-making level and criterion level through the expert group score,and the combination of qualitative analysis and quantitative calculation isused to reduce the subjectivity of the evaluation.Then the Grey fuzzy synthesis method is used to determine the score of market brand strength and consumer brand strength to further reduce the subjectivity of evaluation.The proportion of consumer brand strength and market brand strength is determined by the judgment of experts,and the comprehensive brand strength is determined.Then the brand multiplier is obtained by using the empirical equation in the Interbrand model.Finally determine the final brand evaluation value.The main research conclusions are as follows:(1)When evaluating the brand value of the coffee industry,the evaluation points are:the market share of the enterprise;Customer satisfaction with services and products;Brand history and support;Market conditions;Whether to upgrade new products and continuously improve services through innovation;Industrial coordination;Trademarks and patents of enterprises.(2)After evaluating Starbucks with the improved model,it is found that the brand value of Starbucks in China/Asia Pacific region is used 2.988 billion.Moreover,in this evaluation,the brand effect index is 0.208,China/Asia Pacific expected net profit of $839.8 million,brand multiplier is 17.07,and comprehensive brand strength is 75.02,and the consumer intensity is 69.2,and the market intensity is 82.18.This indicates that Chinese consumers' evaluation of Starbucks is lower than the market intensity,which means that in fact,Chinese consumers' recognition of Starbucks products is not as high as the market intensity shows.