Study On Brang Value Appraisal Of Securities Consulting Business

With the gradual relaxation of the regulatory mechanisms and the introduction ofinnovation policies of China’s securities industry, the securities brokerage business is facingunprecedented competition both inside and outside the industry. Under this circumstance, thesecurities companies have begun to promote traditional brokerage business transformation inorder to seek a breakthrough. Securities Investment Consulting Business (SICB) obtainedmost securities companies’ unanimous approval as the future transformation direction ofbrokerage business. In the implementation process of securities investment consultingbusiness, brand construction has been consistent choice of most big securities companies.Brand of SICB is an extremely important intangible asset for Securities Company, theevaluation of brand value can not only confirm the specific value of the brand but alsofeedback the effect of brand construction to management level.But nowadays there is not a mature method to evaluate the effect of brand building andassess the value of the SICB brand. Most scholars’ objects of previous studies focus on thegroup or the corporation level about brand value evaluation, but few of them watch business’brand value of a group. And brand construction history of SICB is not long in our country,therefore the academic circles’ researches about brand value appraisal of SICB is still at theinitial stage.This paper based on the theories and methods of brand, brand value and brand valueevaluation, according to the characteristics of SICB and existing research results about brandvalue evaluation, and provided a brand value evaluation method of SICB. Finally，the papertakes the “Rainbow Club” brand of Haitong securities company as a case，and appraises itsbrand value.