The Value Evaluation Of Old Brand-Q Brand

With the development of globalization, the brand is playing an increasing of important role in the company competition. But compared with the European, China’s modern brand is still in the backward position. Gives us a lot of brand history accumulation of wealth, namely a countless number of finalists. It is with characteristic of China’s commercial business assets, is the crystallization of Chinese traditional culture. Due to the geographical limitations, most old has a good reputation in the consumer, but hasn’t the actual high market share. How to reach the purpose that raised the competition ability of the enterprise,using contain reasonable quantitative to value the wealth of social and cultural that has aroused many scholars attention from the Angle of economy.Firstly, the paper introduced the brand, the old and the theoretical foundation of the brand value evaluation, defined the definition of brand and the old shop. Secondly, reviewing the literature, and then,through the existing brand value evaluation model of brand value evaluation model is divided into traditional and modern and detailed Interbrand brand value evaluation model, evaluation model of world brand lab, Beijing famous brand assets appraisal evaluation method and Aaker valuation model. Finally,found that value the old based on the current appraisal model is not perfect.For this, the article construct the old brand value evolution model in the view of the social and cultural value dimension, on the basis of Interbrand model, combined with the world brand laboratory evaluation method and the model of the five-star Ike, joined the evaluation index and introduces the analytic hierarchy process and fuzzy comprehensive evaluation method to determine index weight and old brand strength score. On the base of the new model, the paper takes the quanjude to evaluate its brand value and get the result. Using the result compared with the world brand laboratory. Eventually, we find that quanjude brand value exists certain ascend when introduced the measure of social culture value dimension.