A Study On Brand Value Evaluation Of Mayinglong Based On Interbrand Method

In May 2016,called("the Chili Crisp Sauce refuses to accept no,Chinese medicine save the people of the United States in 'hot water'",the article throughout the network in Chinese,"Chinese medicine" is here said Ma yinglong haemorrhoid creams.The rapid spread of the news made "Ma yinglong" a "old" brand that has inherited more than 400 years.According to the Chinese brand development report,compared with the early founding of more than ten thousand,2006 and 2010,twice by the ministry of commerce decided that a total of 775 "China time-honored brand”,believed to reduce,not only means the loss of market,also means the loss of traditional culture.In January 2017,the ministry of commerce and other 16 departments jointly issued on the guidance to promote the development of time-honored brand innovation":,put forward to promote the development of time-honored brand innovation as the core,in order to protect the heritage old as a fundamental,give full play to the old model demonstration and leading role,vigorously carry forward the spirit of the best,create more social,economic and cultural value to promote the old.The brand represents the national image,is the symbol of competitiveness and soft power.In China,enterprises and brands seize the"commanding heights" of globalization international development,pay attention to the development of the brand name brand,fully recognize and explore the value of the old brand as the top priority.There are four parts in this thesis.Firstly,the background and significance of the research are expounded,and the relevant literatures of domestic and foreign brand value evaluation are summarized,which lays a theoretical foundation for the following research.Secondly,this paper introduces the current of the three categories of mainstream brand value evaluation methods,namely the financial factors,market elements and consumption on the basis of brand value evaluation methods,in the applicability of various assessment methods,as well as the advantages and disadvantages of comparative analysis,determine to choose Interbrand model as a basic model for the evaluation of the brand value of this article.Thirdly,the necessity of improving Interbrand model is analyzed,and the shortcomings of the model are improved from the perspective of consumers,combining with the actual situation of China and the characteristics of the medical industry.Finally,the improved brand value evaluation model is applied to the brand valuation of Ma yinglong.Finally got the evaluation result is 16.858 billion yuan,and released by the World Brand Lab in 2016,19.456 billion yuan a gap,the reason of the difference formation in the further analysis on the basis of the improved model to make evaluation,and summarize the conclusion,in order to old enterprises enhance brand management level,to set up the brand development strategy to provide the reference.