Research On Brand Value Evaluation Based On Interbrand Model

With the development of economy and society,more and more importance in enterprises of intangible assets,as an exceptional brand intangible assets,it plays a crucial role in generating revenue in.Brand is a corporate external image carrier,also enterprises to obtain a source of excess returns,it also allows consumers to clearly distinguish between similar products,reduce the purchase risk.Assess the value of the brand can help businesses understand their brand,through rational and efficient brand management to enhance competitiveness.Higher brand value is a reflection of the strength of enterprises,can have an impact on consumer decisions and behavior.And the brand as an important intangible asset,is a business after several years of accumulation,the development of valuable property acquired,but also the fundamental basis for enterprises to continue to move forward.Therefore,the analysis of the significance of brand valuation is very important.Domestic brand value assessment is in accumulation,exploring period,despite some technical development in the assessment,and has been applied to the real business of economic activity,but for many assessment methods and theoretical studies,theoretical research and expert assessment who are still there are many opinions on how to assess the value of brand equity is still disagree.To address this problem,this traditional assessment methods at home and abroad several typical evaluation methods are reviewed,and Interbrand brand valuation model has a certain authority as the basis,to supplement and improve to get a brand new valuation model.The improved model with the objective of financial data brand revenue,reduce the influence of subjective factors on the brand earnings.At the same time,the use of technology assessment within the Interbrand brand interaction coefficients from the introduction of "AHP" alternative,and thus the proportion of intangible assets is calculated in the brand;the brand strength factors,but also on the Interbrand assessment methodology has been adjusted,mainly through more refined,easy to obtain indicators to be assessed on the brand strength,to avoid uncertainty and subjectivity.In this paper,Interbrand brand valuation model,combined with China’s actual situation to improve it further enrich the theoretical system of valuation of brands.Finally,based on the method proposed in this paper,combined with the actual situation of China’s Yang brand of this model was improved so that it is used to assess the value of brands while Yanghe more scientific and reasonable.Verify the availability of the method,brand valuation want to provide a useful reference for Chinese enterprises,but also hope for my corporate brand management and efficient,accurate adjustment decision-making reference.