Research On Brand Value Evaluation Of Beverage Industry Based On Interbrand Modified Model

It’s a new era for Chinese brands,and it’s the best of times.As we all know,brand is the soul of a company and the value pillar of its survival and continuation.Therefore,only by attaching importance to the brand and its value,and shaping the soul for their own development,can our enterprises move from the current "world factory" to "Made in China".However,at present,China’s brand value evaluation research has not formed a system,lack of relevant theoretical basis.This paper introduces different beverage brands from the aspects of product form,different subject,radiation range and production form,and analyzes the connotation of beverage brand value from multiple angles.Using Marxist labor value theory,customer perceived value theory and marginal utility value theory as the theoretical basis,the brand value evaluation methods are classified from the perspectives of finance,market and consumer.Cost method,market method and income method are three common value evaluation methods based on financial elements,but these methods are based on historical data of enterprises,and historical data has a certain lag,so the reflected brand equity value is one-sided,and can not well measure the future income or market performance of brand equity.Market-based brand value assessment methods include Interbrand Brand Value Assessment method,World Brand Laboratory Method and Beijing Brand Asset Assessment Company method.These methods take into account a brand’s contribution to future profits on the basis of financial factors,which is an improvement over financial factors.However,various market factor evaluation methods do not take into account the basic source of brand value,namely consumer psychology.Brand value evaluation methods based on consumer factors include CBBE model,ten factor model of brand equity and loyalty factor method.However,most of the evaluation models have poor universality,and the indicators adopted by different industries are different.Moreover,most of the evaluation models are based on questionnaire survey,and the selection of parameters is highly subjective.After comparative analysis of various evaluation methods,the Interbrand brand evaluation model which is widely recognized by academic and business circles is adopted.The revision and innovation of this model are mainly reflected in three aspects: expected earnings,brand function index and brand multiplier.First,the calculation of expected earnings of enterprises is changed from the weighted average net profit to the current year’s operating income multiplied by the weighted average operating profit rate of the past three years.Secondly,the brand function index is obtained by summarizing the results of consumers’ ranking of the factors that affect brand value and using the method of importance ranking.Then,the analytic hierarchy process(AHP)and fuzzy comprehensive evaluation method were used to replace the expert scoring method to obtain the brand strength,and the expression of S curve was used to convert the brand strength into the brand multiplier,avoiding the subjective problem in the original model.Finally,on the basis of analyzing the current situation and prospect of the beverage industry and the current situation and competitiveness of Nongfu Spring,the revised evaluation model is used to evaluate the case,and the evaluation results are compared and analyzed with the evaluation data published by other third-party institutions,to verify the rationality of the revised model,and to put forward relevant suggestions for the improvement of the brand value of Nongfu Spring in the future.However,the improved model still has shortcomings.For example,there are some insurmountable problems such as subjectivity still cannot be completely eliminated by quantified indicators and insufficient sample data,and there are still some deviations and defects.This paper tries to put forward a new idea to optimize the model of brand value assessment,so as to make it more suitable for the assessment of brand value in the beverage industry.At the same time,it hopes that the current brand value assessment work can arouse the attention of enterprises and countries,and the brand value assessment methods and related evaluation criteria will be more and more perfect.