Research On Whirlpool (China) Brand Value Promotion

As the world’s first electric manufacturing company, Whirlpool for entering the Chinese market has been to look for opportunities, but its China road is not smooth Today, the acquisition of Hefei Sanyo, will increase investment in the Chinese market at all levels, high-value, the Chinese market At present, whirlpool (China), which owns Whirlpool, Royalsta, Sanyo, Didu four brands Brand portfolio through the expansion of the scale of production platform broadening the channels and cost advantages, integrating resources internationalization, regain its market in China Ascension Whirlpool (China) brand value, not only can promote the development of the enterprise itself, also for our local white electric promotion enterprise’s brand value for reference.In this paper, reviews the basic connotation of brand, brand competitiveness and brand value. Introduces the related calculation methods of brand value and evaluation method, mainly introduces analytic hierarchy process (AHP), Interbrand evaluation method, which provides the theoretical foundation for later study. Secondly, this paper introduces the whirlpool (China) co., LTD., history, brand development present situation analysis, and puts forward the several problems existing in the construction of its brand. Then the whirlpool (China) brand value evaluation of empirical research, using the analytic hierarchy process (ahp) and Interbrand evaluation method respectively, combining the two methods, can improve the evaluation more whirlpool (China) the accuracy of the brand value. Finally, based on the enterprise value, customer value, policy value put forward ascension whirlpool (China) the brand value of relevant countermeasures.