Research On Brand Value Evaluation Of Skin Care Products Based On Interbrand Modified Model

With the rapid development of mobile Internet and the change of industrial scale,various industries rely on the Internet and new marketing methods to reshape the enterprise brand influence.Enterprises sell products through various network forms such as xiaohongshu planting grass,We Chat community,Jingdong,Tmall,Taobao,Tik Tok live broadcast with goods,gradually forming a web celebrity economic boom.As a new business model,web celebrity economy can help the enterprise brand,take the flow realization as the economic value,form the brand advantage,quickly open the market,and have great potential for the commercial development of enterprises.Especially at present,the brand awareness of consumers is constantly enhanced,and the good brand effect can further enhance the core competitiveness of enterprises in the brand market,and continue to bring profits to the enterprises.In recent years,with the continuous improvement of people’s living standards,people’s demand for skin care products is constantly rising,and China’s skin care brands are also booming.However,the current occupation of China’s skin care products market,mostly for foreign brands.Beauty makeup skin care market,is the main battlefield of domestic and foreign brands for consumers,which requires domestic brand enterprise understand brand culture,on the basis of grasping their own brand characteristics,reasonable evaluation of brand value,brand protection consciousness,help enterprises to better develop brand marketing strategy,enhance brand core competitiveness,build originality brand in one hundred.After consulting relevant references and analyzing and comparing the value evaluation methods of well-known brands at home and abroad,this paper decided to choose Interbrand model as the brand value evaluation model based on the development characteristics of China’s skin care industry and the web celebrity economic background.The model is not only authoritative and reliable,but also highly operable.The Interbrand model has been adjusted appropriately in the study.first,Methods to improve the expected returns of intangible assets;next,For the brand role index,Appropriate adjustments according to industry characteristics,Considering the strong subjectivity of the expert scoring method in the original model,therefore,On the results of the questionnaire,The hierarchical analysis was used to obtain the final brand role index,Calculate the excess return part of the brand accordingly;once more,When designing the brand strength index,Considering financial,market,consumer and web celebrity economic factors,And the obtained survey data through factor analysis,fuzzy comprehensive evaluation and other methods,Quantitative processing yields the brand strength,Weakened the more subjective influence in the original model,Improve the scientific rationality of the evaluation;last,Select the skincare brand Winona as the evaluation object,Brand value evaluation by using the revised Interbrand evaluation model,It turns out that Winona’s brand value is 1.874 billion yuan,To some extent,under the current web celebrity economic background,The brand value evaluation of the skin care industry provides a reference significance.