Methods And Application Based On INTERBRAND Model For Brand Equity Evaluation Of Fresh Food

As the invisible assets of company, brand has already and will continuously make value for it. This can indicate that Brand Equity indeed exists. From the eighties of last century, scholars from home and abroad have carried on intensive study on brand and Brand Equity evaluation, and two main evaluation systems have formed: one is based on the target of transaction of the company, and the principles are the laws and regulations of the country. The other is based on the comparison of study purpose and the result is used for reference of social study. This study is on the second Brand Equity evaluation. But as the brand management is developing so quickly, the understanding of brand is deepening and the structure of Brand Equity is also changing, several different ways for Brand Equity evaluation formed. They can mainly divided into two types: one is based on the marketing, says that only when brand make persistent and extra profit for enterprises can it has value itself. For instance, INTERBRABD, FINANCIAL WORLD, etc. The other is based on the customers, says the basis of Brand Equity is the customers' appraisal and comes from the higher utility and satisfaction it brings to the customers. For example, David Eke' Brand Equity ten, Equitrend model, Brand asset valuator model, etc. This study firstly analyzes the advantages and disadvantages of these different methods, and considers the market economy development of our country and the characteristics of Brand Equity evaluation for fresh food, decide the model that this study will consult --INTERBRAND MODEL:V=R*S(R=Q*L).Then improve this evaluation model. Firstly, consulting the idea of evaluating the Brand Equity from the angle of customers, the writer uses the degree C that the brand effects the customers' purchase as the process force index instead of the rate Q that the brand contribute to the profit. Secondly, to avoid affecting the Brand Equity evaluation by lower profit caused by improper enterprises management and other reasons, the writer uses the sales amount W in last year multiplied by the average profit rate A in last three years to take place of L, finally constructs the model this essay will uses: V=R*S(R=C*W*A). Thirdly, adjust the calculation method of the Brand Strength. We use AHP (analytical hierarchy process) to give the influence weight distribution of the seven elements that affecting the Brand Strength, then fix the intensity...