Application Of Modified Sinobrand Model In Brand Value Evaluation

Among more than 500 kinds of most commonly used industrial products in the world,China has more than 200 kinds of output ranked first in the world,accounting for 40% of the market sales,but the proportion of well-known brands in China accounted for less than 3% of the world's famous brands.With the rapid development of our country's economy,the brand is not only used as a mark to distinguish other products,but also has been given more and more meanings such as quality,image,and reputation.China's market economy later than other countries,Results of foreign institutions for brand equity is more adoptable.On account of special history reason and industry characteristics of China,the results of foreign institutions may not accurately reflect the current status of China's enterprises.(SAC/TC 532)has released 21 standards on the basis of ISO 10668 international standards,which has established a good industry norm and standard for the evaluation of brand value in China.The article distinguish concepts of brand equity and summarize the valuation methods of previous researchers.After deep research in beer industry of China,the Sinobrand model is cited and modified.I designed questionnaires and expert scoring tables which enlightened by David A Aaker's five dimension ten-factor model,CEEB model,the questionnaire of BAV method and panel discussion from Chaudhuri & Holbrook and Yoo&Donthu,Brand valuationAlcohol,drink and refined tea manufacturing industry(GB/T 31280-2014).Finally get the brand value of Tsingtao beer through statistical softwareBrand equity is a valuable intangible asset of a company.For an enterprise,it means market shares and even living spaces.For a country,a brand equity represents national power and capability of market.Research shows that brand equity accounts for a large proportion of the excess earnings from intangible assets.Consumers have great contributing to brand equity building,As factors of brand association,loyalty,quality,etc.Finally compared the result with China Council for Brand Development published in 2018,point out research limitations and future prospects.