Professional Market Brand Valuation Based On The Revised Interbrand Model

Brand as an intangible asset,has become the enterprises to establish and maintain an important source of competitive advantage.With the intensifying of market competition,the scientific evaluation of the brand has been gradually into the trend.Brand is the enterprise for many years of accumulated precious wealth,also is the important guarantee of realizing the sustainable development.Good brand image,is not only beneficial to enterprise or develop the market rapidly occupation,also is good for consumers to identify and avoid risk.British Interbrand company is brand assessment pioneer,the company proposes Interbrand model is has been widely used in many years of practice and recognition.The assumptions of the model is: the size of the brand assets from its future earnings.The model fully considers the enterprise financial situation and market characteristics,but the drawback is excessively depends on the expert evaluation method,strong subjectivity.Just emerging as fashionable word professional market brand,in recent years by many scholars to understand and be familiar with,and the study of professional market brand evaluation is a handful,there is still no scholars put forward specially applicable to the professional market of brand value evaluation model,so this article still adopt the most recognized by academia Interbrand model brand value assessment of professional market.Interbrand model is the most widely used value evaluation model,this is as far as possible to reduce the original model of subjective strong faults,and for the sake of data accuracy and easy access to and parameter of them is brand effect index and brand strength properly corrected.The revised model with the method of questionnaire for data collection,the importance of sorting method,analytic hierarchy process(ahp)and fuzzy evaluation matrix method for data collection and analysis,and a new model in data acquisition give full consideration to the importance of consumer factors,make up for the defect of the original model elements to consumer concerns less,which is one of the innovation of this study point.Then use the adjusted Interbrand model to obligations,China commodity city,shaoxing China textile city and haining China leather city brand value evaluation,respectively in the process of computation a method based on analytic hierarchy process and fuzzy evaluation matrix method,it is concluded that the brand value of 4.652 billion,2.103 billion and 4.075 billion respectively.Finally,analyze the rationality of the revised model,and through comparing the differences between three brand value,identifying potential problems and hidden dangers,and put forward a series of targeted is advantageous to the long-term development of specialized market and brand value of rationalization proposal.This paper argues that the enterprise must from pay attention to product quality optimization;Enhance brand market competitiveness;Innovation management,profit model;Build brand sharing mechanism and perfect the management,service environment five aspects to strengthen the construction of professional market brand,enhance the brand value.