Study On The Brand Evaluation Based On Interbrand Model

With the continuous development of the market economy, the enterprise is getting more and more fierce, the brand is not only a marketing tool, but also the soul of an enterprise.. It can be no exaggeration that the brand determines the success and growth of the enterprise.In this environment, quantification of brand value is not only reflected in the corporate merger, transactions and mortgage loans, more rise up for the corporate brand image and brand management level. However, in the brand value of us at this stage there are a lot of problems, is still in the exploration stage.In order to conform to the trend of the times, as well as the evaluation of brand value demand expands unceasingly in the situation, we should timely find and solve problems. Through the analysis of the domestic and foreign research literature and the traditional evaluation methods, we can find that our brand value evaluation process is relatively slow, so we should strengthen the research on Evaluation of brand value evaluation methods at the same time, the introduction of foreign excellent mature. Research at home and abroad, as well as the traditional and modern brand value evaluation method, this paper introduces a method of development is relatively mature and widely used, namely Interbrand model. This paper briefly introduces the content and the principle of Interbrand model, and its applicability was analyzed in the paper. On the basis of the evaluation of the model, to improve the original model. The fuzzy comprehensive evaluation method and hierarchical analysis method used in the determination of brand strength and brand effect of brand value evaluation index, qualitative and quantitative analysis of effective combination, this will make sure the value of the brand is more accurate, more convincing. At the same time, combined with the situation of our country, in the brand strength index in addition to the original market indicators also joined the brand history factors, this is because a lot of brand in our country is a traditional old brand, the brand has its own unique characteristics, which will make the brand more comprehensive evaluation indicators. The old brand will also be spared the fate of being underestimated.The focus of this paper is to construct the brand index, quantitative index and brand effect and the brand strength, the Chinese brand, not only do the applicability but accuracy. The introduction of the model is to strengthen the assessment of China’s brand value of continuous exploration, so we pay more attention to the brand value, at the same time, strengthen the innovation and management of the brand, the brand in China’s development, even out of the world, to create international brand.Model Interbrand brand index evaluation of brand value brand strength.