Application Of Interbrand Evaluation Method In The Evaluation Of "Old Brand" Brand Value

Brand equity is an important intangible asset of enterprises,it plays an important role in enhancing the competitiveness of enterprises. In the face of increasingly fierce competition in the industry, brand building is an important magic weapon for enterprises to expand influence,improve customer loyalty. Therefore, it is necessary to assess the value of brand assets, is an important basis for the protection and construction of brand equity. In this paper, “Tongrentang”brand equity as the research object, to assess the value of the use of the improved Interbrand evaluation method.This article will use the statistical modeling method and principal component analysis method for the “Tongrentang” for financial analysis and market analysis, don’t combine domestic and foreign brand assets value evaluation results on Interbrand evaluation method of brand strength score evaluation index is improved, the main body of the evaluation of the change, to adapt to the characteristics of time-honored brand enterprise assets. Finally, to assess the value of comprehensive analysis to draw the “Tongrentang” brand assets, and put forward the corresponding suggestions and conclusions.