Study On Valuation Of Brand Value

Along with the development of globalization, competition among enterprises becomes more and more intensive. Because it becomes more and more difficult for companies to differentiate their products, more and more companies have realized the importance of brand and its value. Hence, the study of theories of brand value and its measurement methods have become one of the hot topics for both academia and companies.Based upon Interbrand, Finance World and World Brand Laboratory's models of brand value evaluation, incorporating China's national conditions and characteristics of the development of the industry, this thesis developed a companies, consumers and social-based Comprehensive Assessment Model to evaluate the brand value and research on the brand value of Nanjing Chixia Construction Co., Ltd. This thesis consists of three parts, Firstly, the paper studies on the theory of the previous brand value, developing the society excavated brand attributes and social values, thus opening up the meanings of brand and brand value; secondly, on the basis of the domestic and foreign related method of brand value evaluation, this thesis fully learns from their experience and improves them , introduces "brand excess revenues", increases consumer strength and social strength, builds a new brand value comprehensive evaluation model; thirdly, applied the comprehensive evaluation model to empirical analysis the brand value of Nanjing Chixia Construction Co., Ltd, then Comparatively analyzes the results of evaluation and the findings of the "China Real Estate TOP10 Study Group".This thesis is an explorative study and empirical analysis of the sources and measurement of brand value, and the research methods and conclusions are laying some foundation for research on corporate brand value and practice innovation of branding.