The Empirical Research On Evaluation Of Car Brand Assets Using Interbrand Model

It is known that the promotion of brand value plays a crucial role in the competition of market share and status.China auto market has been gradually developing since the policy of reform and opening.As an important part of the international automobile industry,China auto market is facing tremendous challenges but also opportunities in the future.How to follow the development trend of industry,grasp the need of the users,establish the self-image brands and so on,all of which are faced by every member in the auto industry.Based on the attribute of Chinese automobile enterprises,the author selects two brands,SAIC and CHANGAN,to research and analyze.As the leader of the industry,SAIC,compared with the others,has many inherent advantages.However,CHANGAN perennially specializes in research and development of the self-image brands,although its capital is limited,a bright future is surely expected.Combined with the characteristics of Chinese market and the properties of auto industry,the paper,on the basis of Interbrand model,referenced World Brand Lab method and the model,brand equity ten factors model,proposed by David Ike,etc.to put forward a modified brand assets assessment model.We evaluated two brands and selected the indices in the confidence interval,filtrated data,analyzed the results,then concluded,finally came up some practical suggestions.The research was carried out by for stages.Firstly,we collected the findings related with the brand research at home and abroad,compared and analyzed every assessment method,then comprehensively studied the scope of application,the advantages and the disadvantages of each method and model;Secondly,we modified the existing Interbrand model and built the brand value assessment model in the paper;Thirdly,we selected the objects,data,assessment method,and corresponding research way to evaluate;Finally,we analyzed the result,tested the rationality and feasibility of the assessment model,and provided several development advice,based on the assessment conclusions.