The Study Of Brand Valuation-Based On Interbrand Model

From the industrial economy to the present, brand equity has been regarded as akind of important intangible assets. With the rapid development of high-tech andknowledge economy, the brand is of great strategic significance to an enterprise, aregion and a country. A major development initiative of the twelfth five yearsplanning is the implementation of brand strategy. The planning puts emphasis onpromoting brand value evaluation. Chinese Asset Evaluation Association held aspecial forum, which was the theme as “brand value assessment”. Chinese AssetEvaluation Association commits to actively play the role of brand value evaluation, inorder to better serve the implement innovation drive development strategy. At thesame time, the assessment of the value of brand has evaluation difficulty, which issimilar to the intangible assets assessment. Domestic asset evaluation of brand valuein the criterion system specification is blank. By comparison, the foreign evaluation ofbrand value research started earlier, deeper. To assess the value of the brand abroadand make it through the improved evaluation method to apply in our country, it is themain research significance of this article.In this paper, it based on the intrinsic value of brand equity to research the brandvalue. Through the literature review, this paper decides on the combination offinancial value and consumer factors as the connotation of the brand value basis. Thispaper respectively analyses traditional evaluation method and income method modelto extend brand evaluation. This paper studies the brand force, brand strengthevaluation index in the Interbrand method. This article puts forward specificimprovement from the three aspects of quantization of brand force, brand strengthevaluation index, brand strength quantification for Interbrand evaluation model. Thispaper establishes six dimensions of the evaluation index system of brand strength.This paper uses the form of a questionnaire survey to obtain data on consumerevaluation of brand strength, and uses fuzzy comprehensive evaluation method toquantify the brand strength. This paper contrasts the values of the two assessmentmethods to verify the improved evaluation of brand value. The combination ofcase investigation, this paper obtains the conclusion that the enterprises should payattention to the brand quality firstly in the brand management and not ignore the innovation and social responsibility.The innovation point of this article as follow: Firstly, the paper improves thebrand strength evaluation index of the Interbrand model. Combined with thedevelopment of China’s local brands, the paper explores to establish a new brandstrength evaluation index system from the perspective of consumer perception.Secondly, this paper respectively uses the analytic hierarchy process and fuzzycomprehensive evaluation method to improve brand force and brand strength from aquantitative angle. Combined the qualitative methods with quantitative methods, thepaper improves the assessment of the brand value of scientific rationality andoperability.