Interbrand Mode In The Application Study Of Time-honor Brand Value

With the development of Chinese assets valuation industry, the theory and practice of intangible assets is getting to be perfect and enrich, however, the assessment of brand value as one of the most important part is still in an unfavorable situation. There is rare practice and research achievement. Especially for the assessment of time-honored brand, there is few instance in our country from now. The first brand assessment is evaluating the brand of Qingdao beer at 1993. This evaluation makes people pay more attention to the economic value of brand. There are many time-honored brand in our country, if people could notice the value of these time-honored brand and take use of them, it undoubtedly can contribute the development of time-honored brand and at same time promote the development of whole economy. Knowing the value of time-honored brands needs to evaluate these brands, and in the process of evaluation, which method should be chosen is the key word.The paper starts with Interbrand valuation model, analyses the contents of the model in-depth, improves this model aligning with the realities of Chinese time-honored brand, and makes the model reasonable for evaluating these brands. This paper is divided into five sections: The first section is an introduction, which proposed the questions studied in this article, it mainly involves research background, research methods, research purpose, research significance, and related literature review; the second section is the theoretical basic, which includes summary of the existing brand evaluation theory and evaluation methods; The third section is the introduction of Interbrand evaluation model, based on the specific situation of the China’s time-honored brand determining each parameter, and improving the Interbrand evaluation model based on the characteristics of time-honored brands in China; The fourth section combined with the actual case, checking out the rationality and applicability of the improved model; The last section is conclusion and prospect, putting forward some shortage and suggestions for this this article.The improved Interbrand valuation model which is proposed in this paper provides a reference method for our time-honored brand value assessment, lays the foundation for the development of China’s time-honored brand valuation.