Jewelry Brand Value Assessment Based On Interbrand Model

In recent years,along with the deepening of the globalization of economy,the competitive pattern of enterprises is also changing.Nowadays,we have stepped into the era of brand economy,and the importance of brand has become increasingly prominent.Brand as an asset,its value can show on the one hand whether the enterprise brand building has achieved good results or not,and on the other hand,it can also be used as an indicator to judge the company’s operation status.Because of the characteristics of the jewelry industry itself,how to obtain brand advantages is an important factor in whether the jewelry industry can achieve sustainable development.Therefore,to enhance the "soft" ability of a company and enhance its competitive power,it is necessary to make effective and correct evaluation.At the same time,consumers will have a better understanding of the company and will be able to choose the product or service they need.In this thesis,the related theories of brand value evaluation at home and abroad are researched,and the related theories are classified.Through comprehensive comparison,it can be seen that the Interbrand model is more suitable for use in the value assessment of jewelry brands,so this thesis uses the Interbrand model to assess the value of jewelry brands.However,the model does not fully meet the current development situation of the jewelry industry,so in this thesis,according to the characteristics of China’s jewelry industry,some parameters in the model are modified accordingly,so that the model is more suitable for domestic jewelry brand value assessment.The main research methods used in this thesis are hierarchical analysis,principal component analysis and questionnaire survey.Firstly,we used hierarchical analysis to determine the brand role multiplier,questionnaires from questionnaire star website to obtain data,and principal component analysis to determine the brand strength multiplier.In this thesis,the adjusted Interbrand model is applied to a real case,and Chow Tai Fook,a representative company in the jewelry industry,is selected as an example for analysis.The brand value of Chow Tai Fook derived in this thesis is HK$447.82 billion,which is 6.48%different from the assessment result published by Kantar Brandz,which is within the normal margin of error.Therefore,this thesis proves that the modified Interbrand model is practical and feasible.At the same time,there are some deficiencies in this thesis,such as the hierarchical analysis method,the allocation of the indicators in this article,it is impossible to be completely accurate and objective.In determining the intensity multiplier,a questionnaire survey was used to obtain the required data,resulting in a certain degree of subjectivity in the obtained data as well.However,in general,this thesis attempts to assess brand value from a new perspective and expects to be useful for the assessment of jewelry brand value in China.