Brand Value Evaluation Of Home Furnishing Industry Based On Interbrand Model And Sinobrand Model

With the transition from the traditional manufacturing economy era to the era of brand economy,the competition among enterprises is also full of brand competition.Brand is now a business card of enterprises,which attracts more and more attention from enterprises.As a kind of intangible assets,brand also brings good development opportunities to enterprises,so the evaluation of brand value should also be paid attention to.In the past two years,due to the gradual containment of the novel coronavirus epidemic,housing inventory and consumer demand have gradually eased,and the operating performance of the household industry has also recovered rapidly.The retail market performance of the household industry has gradually recovered.With the implementation of the real estate regulation policy,residents’ purchase intention will decline in the short term,and the time to buy a house will be delayed.However,no matter how the situation changes,people’s pursuit and desire for a better life has not changed in essence,and the basic needs of home decoration has not changed fundamentally.Therefore,it is of great significance to evaluate the brand value of the home industry.However,the value evaluation method applicable to the brand of the home industry still needs to be further improved.Therefore,this paper will take household products as the research goal,and try to find out a set of methods that can be used to evaluate the brand value of our national household industry,and hope to provide a little research significance for our national household brand value evaluation.First of all,by reading,analyzing and sorting out the relevant literature at home and abroad,the relevant brand evaluation at home and abroad was studied,as well as the overall review of the research on the household industry;Secondly,discuss the characteristics of the development of home industry,through the analysis of it,and combined with the theory of brand value and explore the applicability of evaluation methods,select can be used for home industry brand value evaluation methods;The brand value of Opai Home Furnishing is studied again with the previously determined evaluation method.Finally,the evaluation is carried out through this specific evaluation case for verification.With December 31,2021 as the evaluation base date,the development status and financial status of Opai Home Furnishing are analyzed.The Interbrand model and Sinobrand model are combined to evaluate the brand value of Opai.Finally,by comparing the final results of the two model methods and the results evaluated by the international authoritative institutions,the author carries out in-depth analysis and careful thinking to verify the rationality and applicability of the model adjusted on the basis of the original model,and finally puts forward theoretical suggestions for the improvement of the brand value of the home furnishing industry.According to the research,the brand value of Opai Home Furnishing on December 31,2021 is as follows: The brand value of Opai Home Furnishing is18.557 billion yuan through the calculation of Interbrand model,and the brand value of Opai Home Furnishing is 35.035 billion yuan through the calculation of Sinobrand model.The differences between the two methods are as follows: First,the two methods define brand earnings from different perspectives.The adjusted Interbrand model calculates Opai Household brand earnings considering weighted main business profits and consumer factors,while the adjusted Sinobrand evaluation method calculates the brand earnings of Opai Household based on the historical earnings of the past three years.Secondly,the two models also adopt different methods when determining the brand strength parameters.Due to the difference in the linear equation from the brand strength multiple to the brand strength multiplier,the final brand multiplier is different.Finally,the consumer factor in the Interbrannd model is collated from the ordinary consumer questionnaire data,and the consumer multiplier introduced in the Sinobrand model is collated according to the operating gross profit rate of Opephome in the past ten years.In essence,the two are very different.Although there is a big gap between the two,after comparison,the conclusion finally reached is similar to that drawn by international and foreign experts.Considering the difference in evaluation time,the conclusion reached is roughly the same.Within a certain range,the final case evaluation conclusion is more reasonable.Through the research of this paper,some conclusions are drawn:(1)Financial factors,market factors and consumer factors together affect the brand value of enterprises in different degrees,among which consumer factors have an important impact on the value of household brand.(2)It is reliable and reasonable to choose financial indicators for quantitative research of various factors in the multiple of brand strength.It attempts to use relevant financial data of enterprises to replace various factors affecting the multiple of brand strength quantitatively,and use financial analysis to replace expert scoring method for calculation.(3)With the development of economy and social progress,more home furnishing enterprises pay more and more attention to brand management,invest more costs in brand management,and become more aware of the benefits of the improvement of brand value for enterprises.In this paper,different evaluation methods are selected to evaluate the value of Opal home brand.It is found that the parameters of Interbrand model are better than those of Sinobrand model,which is limited to the home manufacturing industry.By comparing the two models,the establishment and effective management of enterprise brand can have certain reference and guiding significance.