A Study Of China Time-honored Brands’ Valuation And Value Promotion Strategies

The great and impressive country with five thousand years of Chinese civilization has left us thousands of valuable brand fortune-China time-honored brand carrying excellent Chinese traditional cultures.However,in the flood of market economy,merely 10% of China time-honored brands can comply with the trends of the times to create good scale of operation and economic effectiveness.Inheritance and development of China time-honored brands become burning issues which need to be solved urgently by present China time-honored enterprises.Now,the increased brand merger cases and brand legal cases ask more and more need for value evaluation service of brand.In order to make better management of the time-honored brand,improve the problem of decreased value and promote its innovation reform,its operation and development and its access to the international market,it is urgent to build a set of thorough system to evaluate the value of timehonored brand.On the one hand,it helps time-honored brand to recognize its own value.On the other hand,it is good for the management and development of the value of the brand.The paper will base on Interbrand model to make some improvements.First of all,through literature arrangement,the paper will introduce the related theories and points about the value of the related brands and time-honored brands in home and abroad.Then,through evaluation and analysis of the value evaluation method of the existing brands and aiming at the imperfection and deficiency of Interbrand model,the paper will give two improvements respectively from the income determination of Interbrand model and the election of brand’s intensity index.In the aspect of brand’s income determination,the paper taking more consideration of the influence factors.By referring to the rank condition of questionnaire survey to consumers about their considerations of the influence factors of buying from the timehonored brands and using AHP to determine the percentage of the brand,the paper gets the result.Meanwhile,the paper also introduces consumer premium index.It aims to convert the historical and cultural value of the time-honored brand into market value.By referring to the questionnaire survey of the intention of premium showed by the cognition of the consumers to the historical and cultural value of the time-honored brand and using SPSS to build regression equation,the paper gets the result of consumer premium index.The product of the consumer premium index and the market income of the brand is what we called the brand earnings.Aiming at the essential indicators of the brand,the paper divides the time-honored brand strength into five indicators: history and culture,creative power,product and service,market competition power and social responsibility through literature combing and deep interview and uniting the factors of the corporation and market.By considering the questionnaire survey to consumers,the paper using the result of the normalization of variance contribution in the factor analysis method as the weight of every essential indicator.Then,using the six essential indicators in the expert scoring method to give an overall score to the time-honored brand strength.And combining the weight of every factor and converting the score of brand strength into brand multiple by using the ’s’ curve theory in Interbrand model.Last,referring to the case of Guyue Longshan,the paper gets the result that the brand value should pay attention to the consumer factors,stress the improvements of the history and culture and the creative power of the brand.Meanwhile,we should provide related improvement strategy according to every different intensity index.The main creative points of the paper are these: First,the improvement of the essential indicators of the brand strength.Aiming at the characters of the time-honored brands and taking full consideration of the factors of the market and corporation,the paper builds a set of essential indicators system much more conformed to the value evaluation of time-honored brand.Second,Making innovations in the method of the weight of essential indicators and distribution method of brand influencing index.Taking the result of the normalization of variance contribution in the factor analysis method to determine the weight of every essential indicator of time-honored brands.Determining the time-honored brand influencing index by using the method of assignment of weight.Third,Introducing the consumer premium index to convert the historical and cultural value of the time-honored brand into market value,which can show the inner value of the time-honored brand.