Research On The Methods Based On Interbrand Model For Appliance Retail Brand Equity Evaluation

With the development of society,companies have increasingly recognized that it’s necessary to manage the brand very well and determining the value of brand equity must be the first step.And the more and more economic activies occurred have increased the demand for the brand equity evaluation.The appliance retail industry has changed.So this paper studies the brand equity evaluation method in this backgrand.After reading the relevant literature,this paper consolidates the theories of the defination of the brand value,the source of the brand value,the components of the brand value and so on.Besides,this paper also compares and analysises the methods and selects the Interbrand model as a basis method for improvement.In this paper,the Interbrand model is improved on the foundation of the China’s national conditions and this paper builds a new model:Four-factor model for brand value.In this model,four factors evaluation system is build-AHP and Dimensionless nonlinear fuzzy approach are applied for caldulating the brand value.Then this paper uses the annual cash flow as the index which is more stable instead of the sales revenue.The result could be more accurate through this replacement.In the process of determining the brand value,consumers take part in the evalution activities.At last,this paper takes "Suning" brand and "GOME" brand as examples to apply the Four-factor model for brand value and analyzes the results.The Four-factor model for brand value is build on the basis of the Interbrand model and the characteristics of the appliance retail industry. So the Four-factor model for brand value can provide a reference for the appliance retail brand equity evaluation.