Research On The Evaluation Of The Asset Value Of The Independent Innovation Brand

Nowadays, there are filled with foreign brands and products in the Chinese market, especially in some High-end fields. In these fields, we rarely see the figure of the domestic independent brands. Even if it does, it may not be particularly well-known brands. Visibly, our country has achieved rapid economic development since entering the the 12th Five-Year Plan period, but with the corresponding development of our country, those enterprises haven’t reached the point of matching in the aspect of independent innovation brands. The issue of industrial enterprises’ brand construction lags obviously, which has become the barrier to stop our country’s industrial economy from further improving and achieving a significant transition of development mode.Therefore, in order to promote the sustainable development of economy further, the key is to improve the core competitiveness of the enterprises’independent innovation brand in our country, which is to promote the asset value of independent innovation brand in our country, In this situation, the evaluation of the asset value of the independent innovation brand is particularly important.This paper focuses on the evaluation of the asset value of independent innovation brand. First of all, the research background and significance are introduced. Then, the framework and methods of research was put forward. The research content and innovation of this paper is also given in this part; Secondly, the connotation of independent innovation brand is defined on the basis of the connotations of brand, independent brand and independent innovation.The theory and methods,which are involved in the evaluation of asset value of the brand are analyzed and compared. The basis of the model using in this paper is preliminarily identified; Again, the Evaluation model of assets value of the independent innovation brand is established based on the analysis of the constituent elements of the assets value of independent innovation brand and discussion of the influencing factors of asset value of independent innovation brand; Finally, this paper takes a typical representative of independent innovation brand－－JAC automobile in Anhui Province as an example by applying the evaluation model, and the suggestions how to improve the assets value of independent innovation brand are put forward according to the results of the empirical analysis.According to the characteristics of independent innovation brand, a new evaluation method is presented in the paper, based on previous research of brand asset value, which will make a certain contribution to enriching the theories of evaluation of brand asset value. Besides, the empirical research shows that this evaluation method is feasible, which can achieve the desired objective decision-making. And the evaluation results can help enterprises to make strategic decisions more pointed, which really has a certain practical significance.