Research On Brand Value Evaluation Of Hongxing Meiling

Over the past 40 years since the reform and opening up,China’s economy has grown vigorously and steadily become the second largest economy in the world,with a large and complete industrial manufacturing system.However,China’s economy is still big but not strong,the manufacturing industry has long been in the middle and low end of the global value chain,and most of the profits are earned by brand owners.In order to break this pattern,China has introduced various policies to promote brand development,although many product brands,corporate brands,regional public brands,etc.,but few strong brands with international influence and competitiveness.At the same time,the improvement of people’s living standards in China has promoted the continuous upgrading of consumption structure.Consumers pay more attention to product quality and service quality when consuming,and brand consumption has become a trend.The increase of consumers’ national self-confidence and the rise of a new generation of consumers also provide advantages for local brand building.In this context,seizing the opportunity to become a strong brand means market position and corporate profits.Shaanxi Province is a large province of goat milk resources in China,with many goat milk processing enterprises and goat milk products brands but not enough head brands and general brand performance.How local goat milk product companies can stabilize their market position,expand market share and improve economic efficiency in the context of foreign imported brands occupying the high-end market and large dairy product groups such as Yili joining the goat milk product industry has become an urgent problem for companies at this stage.In recent years,most Shaanxi goat milk companies fully recognize this crisis and accelerate the pace of building their own brands,but brand awareness still needs to be improved.This paper uses the adjusted Interbrand model to assess the brand value of Hongxing Meiling and make recommendations,taking into account the characteristics of the goat dairy industry in China.This paper begins with a review of the literature relating to brand and brand value.It also compares and analyzes representative brand value assessment methods from three perspectives:financial,market,and consumer.Secondly,the Interbrand model is selected as the valuation model and adapted to the characteristics of the goat dairy industry.In this paper,adjustments are made in three aspects:intangible asset revenue forecast,role of brand index and brand strength.For the adjustment of intangible asset revenue forecasting,a gray model that reflects the pattern of historical data is used for forecasting.For the weighting of the role of brand index,the data was obtained by means of a questionnaire,and the proportion of brand to intangible assets was calculated more objectively by using principal component analysis.In the adjustment of the brand strength index,based on the CBBE model,BAV model and Brand Equity Ten,consumer evaluation is taken as the core,and the fuzzy comprehensive evaluation method and factor analysis method are combined to evaluate from three dimensions of market,consumer and society,so as to improve the objectivity of the evaluation.Thirdly,the adjusted Interbrand model was applied to the brand value evaluation of Hongxing Meiling,and the brand value of Hongxing Meiling was calculated to be about 792 million yuan.The result is not much different from the brand value released by Shaanxi Provincial Brand Construction Promotion Center,which has a certain reasonableness.Finally,the evaluation results were analyzed and suggestions were made for the future development of Hongxing Meiling from two perspectives:financial and management.