Brand Value Of The Formation Mechanism And The Assessment Method

With the development of China's innovation of economic system, brand value has been the main component of the enterprise's core competence. On the base of definition of the brand value, this paper tries to make a integrated recognition and scientific evaluation of the brand value by studying its source, forming mechanism and evaluation methods.By applying the utility theory of value, the paper studies the source of brand value and makes it the base to establish an economic model to study the factors decidable or infectious to brand value. Then the paper designs a framework of evaluation methods and put it into use in a case study. In this case study, the technologies of statistics and computer analysis are applied. The paper draws the following conclusions:Brand value is the evaluation to the brand as asset and equity and it can be expressed as brand financial value and brand equity. Brand value comes from the extra utility it takes to the customers by satisfying their special needs. The forming base of the brand value is closely relative to the customers, and there are some other factors infecting brand value such as brand extension. Brand value evaluation includes two parts. One is to have a valuation to the brand financial value, the other is to evaluation of the brand equity by choosing a suitable brand equity model.The paper's main innovation is giving an integrated definition to brand value, applying the utility theory of value to study its source and getting inspirations to evaluation methods design by model analysis.