Study On The Evaluation Of TCL Technology Brand Value Based On Improved Interbrand Model

As the economy developing at a high rate of speed,the process of economic integration is constantly advancing forward,and China has gradually developed from the traditional manufacturing economy era to the era characterized by brand economy.Brand as an intangible asset,more and more enterprises begin to pay attention to the important role of brand equity in market economy and enterprise development.Brand strategy is increasingly active in today’s social and economic activities,and the importance of brand influence for enterprises to create wealth is also becoming increasingly prominent.With the continuous progress of economic globalization,the government and companies are increasingly putting more and more emphasis on brand management,formulating the brand development strategy of enterprises in the future,and creating brand economy.At the level of theoretical research,first of all,through sorting out the related theoretical research domestic and overseas,make the summary of current research situation and my own understanding of brand value assessment.Secondly,related concepts of brand value are described,focusing on the three traditional methods of asset evaluation and the evaluation principle of Interbrand evaluation model and its applicability in brand value evaluation.Finally,according to the current situation of brand value evaluation in China,the two parameters of brand revenue and brand strength in Interbrand model are improved by combining AHP and expert marking means,and also the impact of subjective factors on evaluation results is reduced by using Matlab,SPSS and other software.It is expected that the improved model can improve the accuracy and reliability of the evaluation results.On the basis of theoretical research,TCL technology is selected as the representative enterprises,and the improved Interbrand model and the traditional revenue method are selected to evaluate TCL technology’s brand value.Taking December 31,2020 as the base date of evaluation,the brand value of TCL technology based on the improved Interbrand model is 15.474 billion yuan,and the brand value of TCL technology based on the income method is 19.442 billion yuan.The gap between the evaluation result based on the improved Interbrand model and the brand value of TCL released by Brand Union in the same year is smaller,therefore,it can be concluded that using the improved Interbrand evaluation model to evaluate TCL brand value is more reasonable than the evaluation result based on revenue method,and finally 15.474 billion yuan is taken as the evaluation result.Through the research on the theoretical content of brand value assessment domestic and overseas,connected with the real situation of Chinese enterprises,the original evaluation method or model is improved to verify the operability and rationality of the improved evaluation method,and enrich the theoretical research system of brand value evaluation.On the one hand,the research process and evaluation conclusion of enterprise brand value evaluation can provide value reference for TCL technology to formulate the company’s future development strategy.In addition to,it also expects to offer academic discussion for other companies in the same industry to evaluate brand value.15 figures,26 tables and 80 references are included in the thesis.