The Research On Brand Evaluation Methods And Models In Commercial Banks

Brand as the enterprise an important intangible asset, its importance is recognized by more and more experts and scholars, while the assessment of brand value has also become hot issues of competing research in the academic section. More and more foreign banks into China’s market, China’s banks face a lot of competitive pressure, only enhance the management of the brand and the value of the brand to be able to enhance their competitive advantage.Compete with each other more intense commercial banks, expect them to be able to establish the brand a competitive advantage to win consumer confidence and trust. The role of commercial banks to value-added brand value and brand value drivers not pay enough attention to lead the brand into the results did not meet expectations. In academic research, for the study of brand value to physical commodities research, said the brand value of labor is relatively specific to the brand value of the commercial banks and even less.The consumer’s point of view, this article first analyzes the characteristics of commercial banks brand, the existing brand value assessment models and methods to integrate and make adjustments, combined with the background of the development of China’s commercial banks to determine the assessment methods and indicators, and then construct the commercial banks brand value assessment system, reference for the assessment of banks’ own brand value.