Regional Brand Value Assessment

With the increasing competition in the market, the place branding which was only associated with regional consumption in the early time, has been analyzed and comprehended by market participants. When placel branding was only as regional consumption, the local customers had deep feelings for the brand, strong senses of brand identity and profound brand obsessions, while the outsiders consumed as a kind of famous speciality.With the development of the concept of place branding, how to evaluate the value of place branding has been put on the agenda. No matter based on the place itself, or from the consumers’ standpoint, it is necessary to evaluate a place branding that whether it has value, and how much is it really worth. By evaluating the value of place branding, the government can manage the asset of place branding more effectively, allocate the resource of this area reasonablely, promote the regional economic development, make enterprises in the area pecfect the brand building continuously, and maintain good reputation of the place branding.At present, the research of domestic and foreign scholars on theories and method about evaluation of brand value has become more and more perfect, but specific to place branding, both the concept of it and corresponding evaluation method fail to reach a unitive view. At the macroscopic level, the essay do a empirical research of place branding, Yunnan Puer Tea, it is based on the theories about the concetpt,value and evaluation of place branding which are studied by domestic and foreign scholars,and combined with the development situation of Yunnan Puer Tea, and from the present situation of Yunnan Puer Tea that can promot the regional economic development of Yunnan Province.According to the method in assessing the brand value and actual situation of Yunnan Province,the essay modified the corresponding index,then evaluate the valueof Puer Tea. It holds that the final conclusion is reasonable after comparing with the value of Yunnan Puer Tea published by authoritative organ. The evaluation model of brand value is applied to the evaluation of Puer Tea value is feasible.