Research On Brand Asset Evaluation

Since 80's in the twenty century, countries all over the world have realized that science and technology are major factors for promoting economic development. Technology innovation played an significant role in promoting production. with the knowledge-economics time coming, only the one who possessed the patent right, proprietary technology and so on intangible assets, who will step ahead of world economic development. Knowledge economic enhance our awareness of the importance of brand protection. With the brand-time coming, who possesses famous brand who have core competition. Famous brand create enterprise value, which is hard to surpass and imitate in a short time. With the rising of brand transaction, brand assessment played an important role in economic life, but so far there is no system for brand assessment. Therefore this paper makes an all-around discussion on the origin of brand value, character and assessment method, especially puts forward some new assessment ways against the less of analysis of brand value formation and more qualitative analysis less quantitative analysis of brand value. This paper highlights the process of brand formation and qualitatively analysis factors influencing brand value, and comments on the common benefit approach and parameter selection. Based with market comparative approach, this paper creatively applies vague comprehensive judgment model to evaluate the brand value AHP analysis in valuation of brand value.This article introduces vague comprehensive judgment Model and AHP analysis into brand assessment considered especially with regard to the complexity and dynamic of brand assessment. With accurate mathematical language, this model describes the comparability between the brand for assessment and the reference brand. realizing the transformation from qualitative analysis to quantitative result accompanying with scientific analysis the main factor's weight coefficient.This thesis is composed of five chapters : the first chapter introduces the research background and meaning, summarizes the research concerned national and international .The second chapter mainly analyzes the origin of the brand value and the factors influencing brand price. The third chapter summarizes methods of brand value and imposes reconsideration of the factors influencing brand value. The fourth chapter explores the new idea and method of brand evaluation. The last chapter applies the new model into an example to confirm the feasibility of this model.