Research On Brand Value Evaluation Of YOUNGOR Group

With the development of economy and the changes in consumer preferences,clothing industry competition,by style of clothing styles,clothing materials,clothing retail sites,clothing decoration gradually shifted,to the clothing brand competition.Although our country in clothing production quantity and export quantity in the world first,but so far no significant world clothing brand,has been with.Chinese manufacturing" of the brand,to become the world's largest processing factory.The brand as a valuable intangible assets of enterprises,is the carrier of economic benefits,signs of innovation and competition ability,can bring super material products to the enterprise value.Therefore,exploring the connotation of the brand value of the brand.It is an objective need to carry out qualitative and quantitative analysis to promote the establishment of high value brand in the apparel industry.Based on the comprehensive analysis of a variety of domestic and international brand value evaluation methods,combined with the garment industry's own characteristics,select the Interbrand model as the basis for the evaluation of brand value of YOUNGOR group,the main content of this article is divided into six parts.Firstly,this paper elaborates the research background,significance,content,methods,basic ideas and innovation and inadequate;secondly,it reviews and summarizes the domestic and foreign research on the connotation of the brand value and brand related theory,the research of brand value and brand value of the clothing industry related researches;thirdly,after a detailed analysis of a variety of brand value evaluation method,improved selection The Interbrand model as the evaluation model of brand value;next,evaluate the selected model of this study is the YOUNGOR group brand value based on the importance ranking method to calculate brand index,calculation method to calculate the strength of the brand by using AHP and fuzzy number,using the brand value of the future income alternative brand future earnings are calculated,and taking into account the market when calculating the inflation rate,finally obtains the YOUNGOR group's brand value;finally,make a comprehensive analysis of the YOUNGOR group brand value evaluation results,put forward to promote the brand value of YOUNGOR group advice.This paper is a study of the clothing brand value,hope the research conclusion can provide various ways to enhance the brand value of YOUNGOR group,China's garment industry and other companies on brand building,management and development of the useful reference and reference.