Analysis On Enterprise Brand Equity Measurement And Application

The brand is called one of assets that are most potential and most valuable. Because of the demand of a series of activity, such as, financing, annexing, joint venture etc, the research on brand equity has been paid attention to by the theories and practice workers. With Chinese market economic system reform going deep, brand equity is more and more important in economic activities such as enterprise annexing and investment finances. As an inportant intangible asset of enterprise, brand reflects enterprise's development potential, and decides enterprise's long-term competitive ability. How to appraise brand equity reasonably becomes one topic which urgently waits to be solved. On the basis of study on the domestic and foreign existing brand equity appraisal methods, this paper attempts to inquire about the new brand equity appraisal method to be use in enterprises brand appraisal practice.First of all, this paper introduces brand and brand equity elementary theory, and limits brand and brand equity connotation, especially two foreign brand equity appraisal representative methods and some traditional appraisal methods according to different value appraisal angles, and latter part researches modern typical appraisal methods.Through contrast research on the two kinds of methods, this paper draws the following conclusion: brand value appraisal should be comprehensive, we should synthesize two factors, including enterprise and consumer, to construct brand value appraisal model. Next, based on the research on existing methods, this paper attempts to discuss new brand equity appraisal method, which makes the improvement to the Interbrand method, and it together constitutes brand strength by market strength and consumer strength. Market strength is described by the seven factors of the Interbrand method, and consumer strength is described by brand cognition, brand manner and brand behavior, and carries on quantification to the value appraisal system using the fuzzy synthesis appraisal method.Finally, this paper utilizes the new method to carry on value appraisal to an actual brand.