The Research On Brand Value Evaluation In Joint-stock Commercial Banks

Aaker & Alvarez del Blanco suggested that among the competition which company's brand valuation was stable who will be the winner in the market. For banks, brand value is not only an item in the balance sheet but also a symbol of its strength.Our country's joint-stock banks begin to notice the brand's function, and invest more on brand building, but the result is not as good as they expect, for they don't put the work point on promoting and appraising brand value's drive function. And many scholars work on the tangible products'brand value but few researches focus on appraising the joint-stock commercial banks' brand value. In this situation this paper is just focus on the theme of the brand value evaluation in joint-stock commercial banks.In order to be a theory tools for the bank and the professional institutions to appraise the brand value evaluation of joint-stock commercial banks, this research aims to build a brand value evaluation system of our country's joint-stock commercial banks. Then this research summarizes the existing brand value evaluation models and methods, accords the joint-stock commercial banks unique characters, and deeply visit to the specialist in financial industry to choose the appraise indexes and design the investigation papers, then analyses the result of the investigation of customer by SPSS software. Finally the theory model, principles and index system of influence factors form the brand value evaluation theory system of joint-stock commercial banks and the brand value evaluation theory model of joint-stock commercial banks contains three aspects evaluation:customer value evaluation,bank value evaluation and society value evaluation, and builds a theory model.