Research On Brand Value Evaluation Based On Interbrand Model

The three core concepts of the 21 st century are people,technology and brand,and the brand has become an important part of the core competitiveness of most companies.Brand value can bring competitive advantages that cannot be surpassed by the quality and price of the company.A good brand image can promote the company's product sales and market expansion,and enhance the overall competitiveness of the company.It also influences a company's management decision-making,development strategy and direction,and is the key to the company's competitiveness.A good brand image can attract outstanding employees,leave loyal customers,win good reputation and produce good performance.Due to the demand for the quantitative evaluation of the company's brand value in the company's brand transactions and company mergers and acquisitions,the company's brand value evaluation has gradually gained great attention.Therefore,the research and application of brand value assessment methods have become the focus of people's attention.Along the way,China has lost much of its profits and learned profound lessons from the initial neglect of the brand's value and its emphasis on building its own brand.Looking to the future of the competition situation Building a brand strategy is crucial.However,how to build a world-famous brand with far-reaching influence is a difficult point for Chinese companies to implement brand strategy.Through research on the information and communication technology industry,it is found that most of the current research on information and communication technology focuses on the technical level and development trends.Researching and exploring brand value assessment method has important theoretical significance for China's information and communication technology industry.This article first systematically analyzes the definition and connotation of the brand.So far,the definition of the brand and the connotation of the brand value and the brand value assessment method have not been unified in the academic community.This has directly led to different scholars from different From the perspective of the analysis of the connotation of brand value,and based on their analysis results to establish a variety of brand value assessment methods and assessment models.Through analysis,it is not difficult to find that each model also has certain flaws.Even the most authoritative Interbrand model lacks the consideration of consumer perspectives and the analysis of the industry characteristics of different industries,resulting in the value of the same brand.Assessing results based on different models often have large differences.This article analyzes the features and limitations of various evaluation models on the basis of literature research,so as to provide a reasonable theoretical basis for the evaluation of brand value in the later articles.Based on the characteristics of the information and communication technology vendor brand,the improvement and innovation based on the Interbrand evaluation model are mainly reflected in the confirmation of the brand role index and the quantification of the brand strength index system.When designing the brand strength index system,comprehensive consideration was given to market factors and consumer factors,and financial,market,and consumer multiple perspectives were integrated in order to reasonably evaluate brand values.When quantifying the brand strength index system,they borrowed from professional organizations.The research results of the industry,and the use of fuzzy comprehensive evaluation method to analyze the research data,and strive to reduce the subjective judgment and the lack of professional knowledge of the brand strength indicators of the adverse impact of the evaluation.To build a brand value evaluation model suitable for information and communication technology supplier companies.Finally,through the analysis of Huawei brand value evaluation results,the rationality of the relevant theory and the feasibility of the improved model are illustrated,and the main conclusions and the deficiencies are discussed.From a practical point of view,information and communication technology supplier brands have huge value resources.How to make full use of such resources and continuously increase the brand value of enterprises is the key to the long-term development of enterprises,and it is also in brand management.Heavy difficulty.As a national brand,Huawei has emerged in recent years.In 2016,its brand value has risen by two in the global best brand list.In one aspect this represents the result of our attention and focus on cultivating brand value.The evaluation of the brand value of the Huawei brand as an evaluation object to verify the applicability of the adjusted interbrand model to the Huawei brand value evaluation can,to a certain extent,provide a reasonable research idea for domestic brand value evaluation and can improve the domestic Company brand value assessment consciousness.It also helps companies to conduct brand management,and provides case references for companies in related industries to conduct brand valuations in asset restructuring,listing,and other economic activities.It can also provide reference for China's development of brand strategy and guidance.