Evaluation Of Publishing Industry Brand Value Based On Interbrand Modified Model

With the rapid development of the Times,the level of economy and technology is gradually improving,the gap between similar products is getting smaller and smaller.Having a good brand reputation will not only bring a good positive social image to the enterprise,but also bring the excess income to the enterprise,enhance the market competitiveness of the enterprise,and occupy a place in the competitive market.This requires enterprises to deeply understand the brand culture,understand their own brand characteristics,have brand protection awareness,on this basis to dig deep brand value,combined with the enterprise development stage of brand marketing strategy,so that enterprises have quality improvement.This article has learned the difference between brand,goodwill and trademark by consulting relevant literature.The evaluation methods of brand value are divided into the evaluation methods of financial and market orientation,the evaluation methods of consumer and financial orientation,and the evaluation methods of consumer and market orientation.Several evaluation methods with wide applicability are introduced in detail.After analyzing the applicability of each evaluation method,and combining the composition and characteristics of the brand value of the book publishing industry,we select the Interbrand value evaluation model,which is more authoritative and operability.On the basis of the original model,the following improvements were made: 1.The improvement of the brand function index,the original Interbrand model used expert scoring method to determine the brand function index,but taking into account the strong subjectivity,in this paper,the method of ranking assignment is used to peel off the brand income.2.Take consumer and sociocultural factors into account in determining brand strength rather than just market and financial factors in the original model.3.The improvement of the brand strength index is not to use the expert scoring method in the original model,but to determine the brand strength by AHP and fuzzy comprehensive evaluation method,which avoids the subjective problem in the original model.In the end,the author uses the improved Interbrand model to evaluate the brand value of “DUZHE”,the estimate is 289 million yuan,which can be used for reference in the book publishing industry.