Research On The Problem Of Brand Equity Evaluation Method

With China joining the WTO and the rapid development of global economic integration, China, s social and economic environment in which business also will be a huge change. Each enterprise could be affected by the impact of other brands. And under the background of economic integration, the wave of corporate mergers, acquisitions gradually rise, brand equity assessment study has aroused extensive attention. Rrsearch on brand equity evaluation method is not only able to correctly guide the brand owner to properlymanage and develop the brand, but also to guide consumers from the perspective of the economic man to understand, choose the brand. Through the study of brand equity assessment methods can enrich and improve our brand equity assessment theory; Brand will be closely integrated with the research of intangible assets evaluation,and achivev the interdisciplinary study of interacting with each other to deepen and expand. And brand equity evaluation method research on brand of mergers, acquisitions and joint verture has a guiding role. It can provide the reference for enterprise management decision to the rational allocation of resources and reduce the total waste of investment. It can also motivate employeess, improve the reputation of the company and inspire confidence.In order to strengthen the study on countermeasures to brand assessment method of domestic asset equity, the paper comprehensive use of brand assets evaluation studies and other disciplines related to thd theory, based on the investigation and analysis method, qualitative analysis method, empirical analysis method, factor analysis method and so on. Methods for evaluation of brand equity for a comprehensive systems analysis, and explore the countermeasures to perfect the evaluation method of brand assets in China. The definition of the concept of brand equity, brand asset evaluation, analysis on the relationship between brand assets and trademarks and goodwill, and expounds the theoretical basis of evaluation method of brand assets. Introduced the Beijing famous brand assets evaluation method, loyalty factor method,3C brand assets evaluation method of three domestic brand asset evaluation method. Taking Beijing famous brand assets evaluation method and3C brand assets evaluation method as an example, on the basis of this, analyzes the existing evaluation method of brand assets in China, including ignoring the influence factors of consumer to the assessment, the lack of scientific evaluation indicators, the subjectivity and uncertainty of the evaluation data and the evaluation process is lack of independence. Introduced the overseas common brand assets, such as Interbrand method, the Financial World and other methods of evaluation. Summarizing several enlighenments in cimparison:emphasis on the application of the income approach, the establishment of assessment assumptions and ensure the independence of the assessment. On the basis of assessment method of brand assets abroad, puting forward the countermeasure of perfecting the evaluation method of brand assets in China, including increased customer oriented assessment elements, strengthen the pluralistic evaluationindicators and improve the evaluation of the autherticity of the data and improve the brand assets evaluation related measures.