Research On Brand Value Evaluation Method Of Improved Interbrand Model Based On Consumer Perspective ——Taking Midea Group As An Example

In recent years,the vigorous development of my country’s capital market has led to endless mergers and acquisitions.The high premium in mergers and acquisitions has attracted a lot of attention.Among them,the brand value of the company plays an important role in the formation of the high premium,which makes the brand value evaluation result The fairness and objectivity of the company have become crucial.As a symbol of the soft power of an enterprise,an excellent brand can help an enterprise establish an image and seize market share.Therefore,the construction of a brand should be paid attention to by the enterprise.The process of brand formation is inseparable from the recognition of consumers.Only a brand with a loyal and strong customer base will be valuable.Therefore,consumers play a key role in the formation of brand value.When evaluating brand value,it is also necessary From the perspective of consumers,only by reflecting the role of consumers can their value be truly and objectively reflected.Our country’s asset appraisal system is still immature,and many appraisal methods are imported from abroad,which are not applicable to many industries in our country.Different industries have different brand value connotations and different evaluation methods.Therefore,when conducting value evaluation.Need to develop industry-specific evaluation methods for different industry characteristics.This paper studies the home appliance industry with an earlier development of brand building as an example,chooses the widely used Interbrand model,and draws on the relevant research results of David Aaker,combining consumer factors and the characteristics of the industry,to improve and reconstruct the traditional Interbrand.model.First of all,the traditional Interbrand model is to conduct market analysis,assigning different brand role indexes to different industries subjectively,while the improved model uses consumer questionnaire data to quantify the brand role index by using the importance ranking method to quantify the brand role.Separated from the excess income brought by intangible assets.Secondly,this article has also improved the quantitative method of brand strength indicators,from the traditional way of quantifying by experts to obtaining the evaluation dimension of brand strength with information that consumers can easily perceive,so as to reduce the subjective effect and improve the objectiveness of the evaluation results.Through the improvement of the quantitative method of the above indicators,the applicability of the Interbrand model to the evaluation of brand value in my country has been enhanced.This article selects Midea Group as the case study object,uses the traditional version and the improved version of the Interbrand model to evaluate the brand value,and compares the official results with the results of the two evaluations.Finally,it is concluded that in actual application,the evaluation model that integrates the consumer’s perspective is more objective than the evaluation model of traditional financial and market factors.Based on the results of this research,this article puts forward some constructive opinions on the brand building of Midea Group based on the current development situation.At the same time,it is hoped that the research in this article will help Midea Group’s brand management and better choose good brands for other companies in the home appliance industry.The value evaluation model provides effective experience for reference.