Research On The Brand Value Assessment And Promotion Of The China Time-honored Brand

Nowadays,the brand economy has received much more attention from countries around the world,it represents the level of a country's macro economy.The Chinese government has issued several documents to emphasize that brand economy plays a leading role in our countries' economic development.According to the Chinese Ministry of Commerce,there are 1128 China's time-honored brands.These famous brands are owned by some of china's oldest companies.These elite companies have significant meanings in both society and culture,they pushed for greater brand economy development.But,in today's Chinese society,these old brands have faced problems during their expansion,such as the valuation model is not fit for these old companies,their brand value are generally undervalued.The differences between their social value and economic values have becomes wider.This paper has three partial chapter:firstly,the paper has analyzed and summarized the advantage and disadvantage of the china' s time-honored brand,and found that these brands have significant meaning in market,consumer and society.These three element were added into brand value together as a whole.Furthermore,the company takes aggressive developing model has better brand value than the conservative ones.So the developmental potential has a multiplier effect;Secondly,from the perspective of promoting the brand value,the paper uses AHP to build the Time-honored Brand's valuation model.The model can be divided into two sectors--Brand Strength and Brand Development Potential evaluation,and uses the FCE to determine the brand strength score.Meanwhile,the paper summarizes some brand value promoting strategies according to the Time-honored Brand's valuation model.Finally,to verify the new model's feasibility and easy operability,the paper assesses the brand value of Tong Ren Tang.Some brand development strategies can be given to this company according to the analysis.