Research On Brand Value Evaluation Based On Interbrand Model

A brand is not only a business card of a company,but also a symbol of a country’s soft power.Chinese President Xi Jinping pointed out that “promote the transformation of Chinese manufacturing to Chinese creation,Chinese speed to Chinese quality,and Chinese products to Chinese brands”.In recent years,China’s economic development has been progressing steadily and has entered a new era.In the past,imitation-type wave-draining consumption is no longer common,and today’s consumer demand shows a diversified and personalized development trend.At the same time,on the main battlefield of enterprise competition,differentiated,high-quality products have become the mainstream development direction of the market.At the business management level,high-quality development includes first-class competitiveness,brand influence,and advanced quality management concepts and methods.Among them,the brand is an important symbol of goodwill,product quality and service,and an important resource that determines whether an enterprise can stand out in the market.Whether from the perspective of consumers or based on market competition,enterprises should conform to the mainstream of diversified consumer demand and personalized development,commit to increasing the supply of high-quality products and services,and work hard on product details and efforts Become a well-known brand with global influence.Therefore,the evaluation of brand value is particularly critical.Brands are intangible assets and have certain value in themselves.However,for the evaluation of brand value,the academic community has been in a state of blooming flowers,and a unified evaluation method has not yet been formed.In addition,how to inject a scientific and reasonable evaluation system into the development of Chinese brands and promote the brand to become bigger and stronger is a question worthy of academic thinking.In view of this,we should pay attention to the exploration and research of brand value and evaluation methods.Therefore,based on the Interbrand evaluation model,this article uses the analytic hierarchy process(AHP)to make a series of improvements.First of all,this article summarizes the existing research review on brand value evaluation,mainly introduces and analyzes the classic brand value evaluation model from the three perspectives of finance,market,and consumer;second,adopts chromatographic analysis to improve the original brand function coefficient and brand strength in the Interbrand model;Finally,through the empirical test of the brand "Haier",the actual use value and feasibility of the improved model are verified.This article has 9 pictures,14 tables,and 51 references.