The Research On Evaluation Method Of Brand Value Under Enterprise Crisis

Business development in the context of globalization,will face more intense competition in the industry.And this kind of competition is not only the direct contest of the company's tangible assets,but more is reflected in some intangible assets,the most critical of which is the enterprise's own brand value.The current corporate brand value is the academic research hot issues,different professional backgrounds through different research methods,come to a variety of corporate brand value assessment theory.To evaluate the value of an enterprise,it is hoped that it can provide strong data support for the enterprise's development decision through evaluation so as to be able to improve the viability of the enterprise in the competition of the industry.Any enterprise in the development process will encounter various difficulties,which includes the brand crisis facing the enterprise,which is the focus of this article,that is,to assess the impact of these crises on the brand value of the enterprise.At present there is no uniform definition of corporate brand or authoritative theoretical reference.In the process of research,this dissertation refers to the theoretical definition of corporate brand,brand value and brand crisis of different scholars,which provides the theoretical basis for the follow-up study of this article.In the aspect of brand value evaluation,we have sorted out the existing methods and selected the brand value evaluation methods adopted in this article.In the development of enterprises,because of the emergence of the brand crisis is difficult to avoid,this paper believes that enterprises should be included in the corporate brand value assessment of the brand crisis response capabilities.The evaluation model proposed in this paper is based on the Interbrand model.The main purpose of this paper is to obtain the coefficient of corporate brand crisis by calculating the brand strength and profit of the enterprise,so that the model can be used to evaluate the enterprise after the brand crisis Actual brand value.In order to further verify the scientific and practicability of the models used in this paper in the evaluation of the brand value of the enterprise,this paper selects Toyota Motor recall events for research.At the same time,the result of this model is compared with the result of Toyota brand evaluation in the absence of a brand crisis,and the differences between the two data are analyzed and the reasons are found out.