Brand Value Evaluation Of Greentown Based On INTERBRAND Model

With the rapid development of economy, the increasingly fierce competition in the industry, we have already entered the era of the brand. The brand is the precious wealth of a enterprise has accumulated over the years, it is also an important guarantee for the sustainable development of this enterprise. Good brand images not only help companies quickly occupy or expand the market, but also beneficial to consumers to identify and avoid risks. Since the formation of the concept of brand value, the problem of rational quantification of brand value has been widely studied and explored by the scholars from different fields, especially on the Interbrand valuation model, each according to his lights.Since the national policy imposed, the well-known real estate companies’ market moves often have become the focus of people’s discussion. In 2014, with the introduction of the policy of restrictions, China’s real estate market is gradually becoming depressed, the majority of enterprises have chosen to transformation. Greentown——a well-known real estate enterprise that has repeatedly boarded the financial headlines for its equity transferring events. China real estate research TOP10 group evaluated the “Greentown” brand about 198 Billion, becoming the highest record of Greentown brand value.Because the BVA model that the TOP10 group was used is very complex, and TOP10 group did not disclose the detailed calculation process, so this paper selects the simple Interbrand model to evaluate the Greentown, and discloses the detailed calculation process. In the process of valuation, the paper makes some adjustments for the shortcomings of the original Interbrand model. Paper uses excess returns to calculate the brand earnings, and uses a combined method of scoring and index to get the brand strength, thus making the new model more objective and reasonable.Through the study of Greentown brand value, we can see that the "Greentown" brand is a successful real estate brand. Exquisite technology, loyal customers and strong profitability are favorable factors for "Greentown" brand’s development, however, the lack of market development ability and high debt levels have seriously hindered the further development of the brand. Therefore, in view of the status of "Greentown" brand, this paper puts forward two suggestions, hoping to attract the attention and consideration of relevant enterprises. At the same time, in order to provide some help for the brand management of the real estate industry, the author uses case study in this article, also hoping to make some contribution for the evaluation system of Chinese brand value.