Research On The Evaluation Of Yunnan Baiyao Brand Asset Value Based On The Improved Model Of Sinobrand

With the rapidly development of economic globalization and increasingly fierce competition,the mergers and acquisitions of major enterprises are becoming more frequent,the value of brand equity appears gradually.However,at the same time,a large number of Chinese enterprises' brand equity can't become the competitiveness of enterprises because of various reasons..Especially for the pharmaceutical industry,as an important industry related to the national economy and the people's livelihood,the brands of pharmaceutical enterprises not only represent the product quality and service level of enterprises,but also reflect consumer's evaluation and loyalty.However,at present,the evaluation of the value of brand equity in the pharmaceutical industry in China is relatively less,and there is a huge difference in the evaluation results of pharmaceutical brands at domestic and foreign brand assessment agencies,which caused the domestic brand equity assessment agencies and assessment methods to be widely questioned.In this context,this paper combines China's specific national conditions,reviews,summarizes,and defines the concept of brand equity,compares and analyzes several major domestic and international brand equity valuation methods,and concludes that the Sinobrand assessment method is the most worth improving.Thus,and the brand value of Yunnan Baiyao Group,which is representative of the medicine industry,is selected as the object of evaluation.According to the characteristics of the medicine industry,Sinobrand assessment method was used to assess the brand value,and the brand life cycle theory and consumer preference theory are used to improve the method and complete the brand value assessment of the "Yunnan Baiyao".Finally,the result is used to compare with those of the major brand evaluation agencies.The rationality of the evaluation result,the rationality of the evaluation results,the feasibility and scientificity of the evaluation methods,the openness of the evaluation process and the economic efficiency are obtained.at the same time,it also points out that the method exists the defect of brand advantage value,the subjectivity of expert scoring method and so on.The purpose of this paper is to hope that through the modification and improvement of the model,we can get the assessment method suitable for the Chinese brand equity,and apply and popularize it.