Brand Valuation Based On Improved Interbrand Model

Brands have attracted more attention as the significant intangible asset.The increase economic activities of business merger,reshuffle of the enterprises and mortgage loan ask for higher requirements of our brand value related theory.Brand Value appraisal in china started late and lacked of systematic appraisal methods.So,it is essential to study on Brand Value appraisal.This paper has five parts.The first part introduces the background and significance of the study,collates and makes a comment of domestic and overseas documentation related to the theory of brand value appraisal and brand value appraisal methods.The second part introduces the Interbrand model in detail,systematically teases and classify the remaining brand value appraisal models and summarize their merits and defects and discusses the adaptation and limitations of Interbrand model.The third part introduces the detailed content and indicators of Interbrand model,selects Interbrand model as the framework and improve the brand earnings,brand force index and brand strength in this model.Firstly,this paper uses regression model to forecast the residual earnings in the future,which overcome the hysteresis quality of historical data in the model;secondly,this paper determines the brand force index by AHP to strip brand earnings,which eliminates the subjectivity in determining the index.Finally,this paper rebuilds the brand strength system,remedies the drawbacks of lacking of consumers indicators and social indicators in the model,calculate the weight of indicators to determine brand strength by using PCA and the score of brand strength.In the fourth part,this paper applies the improved Interbrand model to Haier brand value appraisal and provides the brand promoting path for Haier.The last part is conclusions and outlook,which points put the conclusions and deficiencies of this paper.The main conclusion of this paper is that using the Interbrand model to evaluate brand value should consider comprehensively with all three elements including financial indicators,consumer indicators and social indicators.Brand value appraisal should pay attention to the future income,in the meanwhile,it should reduce the inaccuracy of the appraisal result due to the subjectivity.