The Research On The Evaluation Of Brand Synergy Based On FAHP Method

As a new brand management method, brand integration strategy has been widely accepted and used worldwide. It has implemented brand integration strategy to reduce the cost of brand building, improve the efficiency of brand management and promote the increase in competency of overall brand by means of carding the product line, selecting the appropriate business portfolio, establishing a rational brand framework, strengthening the resource sharing and synergy effect among the members of brand family. Due to these practices, brand integration strategy has been widely accepted and used worldwide. The key point of this strategy is to systematically design and integrate the brands, strengthen the resource sharing and synergy effect, reduce internal friction and mutual wear between the brands, thus to achieve the synergy effect. To this point, this paper can not only enrich the research of brand integration, but also guide the enterprise to design scientific and rational brand integration strategies to improve the integration effect and enhance the brand competitiveness, which shows great theoretical and practical significance.Combining firstly with the research results on brands and synergies, the paper conducted an in-depth analysis of mechanism of brand synergy and discussed the main factors that impacted on synergies. Then, the paper designed the evaluation system and Indicators weights of the brand synergy with AHP and CGE methods. Finally the fuzzy comprehensive assessment model of brand synergy was built.Six chapters in total were given in this article. In Chapter 1, paper introduced the background, significance, content and chapters arrangements. In Chapter 2, paper pointed out that there were not enough systematic and in-depth researches on brand synergy and lack of the detail discussion on the mechanism of synergy and operational quantitative evaluation model, and proposed the research ideas on this basis by carding and summing up the relative research articles. In Chapter 3, paper studied on the basic ability and synergy of brand marking resource from several perspectives: from economic of scale and economic of scope respectively by complementing and sharing the resource and capability among brands; from synergy of brand management abilities from the perspective of difference in management efficiency; from synergy of the strategic and capital role of brand from the perspective of the difference in function of brand’s role. It also can achieve the synergy of the brand assets from the perspective of transfer and sharing of brand asset and analyzed the impact of products’similarity, ideas and culture of brand management and brand structure on brand synergy. In chapter 4, the first evaluation system was firstly introduced and the weights of each indicator of evaluation model were got based on mechanism of brand synergy and research on main factors. Then the paper built the fuzzy comprehensive assessment model of brand synergy and set the corresponding reviews and evaluation criteria by introducing fuzzy math. In chapter 5, two brands, Fox and Mazda of Ford Motor, were selected as the empirical objects, and evaluated by the model above. The results showed that the synergy of these two brands in each aspect was well evaluated by the model, which meant the model was reasonable and feasible.At the end of the research, it summarized the research by listing the main achievements, new ideas about brand synergy and discussed the prospects of the related future research.