Application Research On Brand Evaluation Method

With the deepening of global economic integration, brands have become the core competitiveness of enterprises and play an important role in its long-term and stable development. However, only realize the importance of brand did not go far enough. Excavate the essence of the brand value and its influence factors, explore its constitution and quantification method and enhance its value has become one of the top priority of academic and corporate research. This paper made a systematic research on the typical brand evaluation methods both at home and abroad and explored the more objective and reasonable methods on the basis of the oldest and the most representative lnterbrand evaluation model to provide references for brands evaluation practice in our country.First, this paper made a comprehensive summarization of the brand, brand value and brand value assessment theory and the evaluation methods and made a comparative analysis of the traditional and typical brand evaluation methods both at home and abroad. Then built a new model based on the typical Interbrand evaluation model in the world to improve its defects. The improved model used the factor analysis method in defining the brand effect index and abandoned the original model of directly using the expert scoring which reduces the subjective evaluation results. When determining the brand strength score, I used quantitative index system of brand strength and made the final brand strength score is based on the specific quantitative indicators which avoid the influence of the expert subjective judgment.Finally, on the basis of the improved model, this paper made an empirical analysis and verified the rationality and feasibility of the improved model which promotes the development of brand value assessment theory in our country and provides reference for the brand value evaluation practice in our country.