Research On The Evaluation Of Chinese Time-honored Brand Equity Based On The Theory Of Brand Heritage

Most Chinese time-honored brands have a history of more than a century.After 100 years of brutal struggle of commercial competition,these survivors finally built their brands in some certain field and their products had also become the synonymous of good quality.These brands have witnessed the growth of modern China,and become an indispensable part of Chinese people's historical pride.But compared with many foreign grand brands' strong development,Chinese time-honored brands' performances in the modern market are mostly far to satisfy,which show disadvantage in interaction with customers and serious loss of brand value.In the China Brand value list published by Interbrand in 2015,time-honored brands took only 10% of positionsAmong intangible assets of an enterprise,brand equity plays the essential part.An accurate valuation of the brand equity helps enterprise make reasonable marketing strategies and enhance their core competitiveness.Most of the brand equity valuation methods currently used consider only economic value,but Chinese time-honored brands have their unique historical and cultural value.How to properly valuate the Chinese time-honored brands has become a focus issue in academic field.Firstly,the dissertation introduces the definition of Brand,Chinese Time-honored Brand and Brand Equity,and summarizes and valuates the existing brand asset valuation methods.It is found by studying the literature that the currently used brand valuation methods are mostly from one of these three perspectives: financial,marketing,customers.Not counting in many unique factors,these methods normally lack of comprehensiveness to evaluate the Chinese time-honored brands.Secondly,based on the model of Interbrand valuation method,this dissertation for the first time introduces the concept of brand heritage and take it as a unique factor in the valuation of time-honored brands,constructs a finance-market-customer integrated valuation model.This dissertation use ingredients analysis to calculate the brand effect index,thus abstract the brand equity from intangible assets and improve the brand strength factors,building the original assessment index of brand heritage by using questionnaires.After that this dissertation calculate how much the four dimensions infect customers' purchase willing respectively through regression analysis,and then figure out the proportion of the four dimension in brand strength valuation.At last draws a score of brand strength by using fuzzy synthetic evaluation method.Finally,this dissertation takes TONGRENTANG as example to verify the scientificity,rationality and validity of the Chinese time-honored brand valuation model.