Brand Equity Evaluation

The brand is called one of assets that are most potential and most valuable. Because ofthe demand of a series of activity, such as, financing, annexing, joint venture etc., theresearch on brand evaluation has been paid attention to by the theories and practiceworkers.Complex and abstract content of brand value is main reason that causes the valuationmethod diversification and the analyzing result differences. Currently, each method haveit’s respective blemish, the subjective and the indetermination problem within method ismost basic reason that cause the valuation fulfillment not norm and united enough.Therefore, how to setup the brand valuation index sign system and the evaluation methodthat is objective, norm, and having maneuverability and extensive applicability is a hardnut in theories research on the brand property valuation.Firstly, This text starts with the basic concept of the brand property, analyses the basictheories of brand valuation, and compares the basic theories of brand with credit.In the next place, this essay introduces internal and external situation of brand assetsassessment through the summary and comparative analysis, elaborates the Interbrandmethod, Financial World method and China most valuable brand evaluation method, andanalysis the advantages and the disadvantages of the three current ways of assessing brandassets.Lastly, This article aims to explore brand equity assessment methods and ways thatsupport the use of the brand equity assessment model. Focusing on the subjectivity andapplicability of the past assessment methods，on the base of predecessors’ research fruitsand in accordance with present concrete situation of Chinese brand development, putsforward a new model of brand assets evaluation(ACE-P) which is suitable for our country’snational situation, and offers the empirical analysis accordingly.