Brand Valuation For Fenjiu Based On Revised Model Of Interbrand

As we know,whether the brand can promote the development of the enterprise or not,it depends on the final tendency of choice of the consumer and thus the attitude of consumer has been the one of most important factor which can affect the value of brand.The correct understanding and valuation in the case of the brand value has been the focus in the development of brand,therefore it has resulted in the great significance for the study on brand valuation.Focusing on the brand of Fenjiu,which will be applied the brand valuation.Considering the fully understanding for the research background and the reading in-depth of relevant literature,and in the basis of comprehensive thoughts for the purpose and significance,the Fenjiu is the selection with regard to the brand valuation of which the basic method of research is model of Interbrand.The model of Interbrand is revised on the basis of relevant academic research and in the consideration of the current status and the characteristic of the liquor industry.Through the way of abandoning the previous method of judgment by the experts on the calculation of contribution for the profit of enterprise,in which being involved the standpoint of consumer,the impact for the profit of enterprise resulted by the brand can be calculated by the questionnaire survey which will cover the shortage of insufficient attention to consumerpaid by the original model of Interbrand.The net profit in the original model has been revised as the gross profit during the selection of financial indicators,which will be conducive to the enterprise which has potential development and can avoid the influence of non-market.Furthermore,the brand value of Fenjiu is evaluated based on the revised model of Interbrand.Finally,considering that the advantage and shortage for every factor in the development of brand for Fenjiu,thus the proposals are offered for the prompt and development of brand value of Fenjiu.It is shown that Fenjiu shall make efforts in the three areas as follows: culture building,technology innovation and expansion of online marketing channel in order to make the Fenjiu be the strong brand in the area of liquor industry with the help of new period of industry adjustment.Meanwhile,it can provide the beneficial exploration and reference for the brand valuation of liquor industry.