Study One Valuation Of Brand Value Based On Modified Interbrand Model

As the consumption upgrade becomes more and more intense,the demand of consumers becomes more and more personalized,and the profit gap between brand products and non-branded products is gradually expanding.Scholars at home and abroad and various evaluation institutions have put forward many methods of brand value evaluation,among which Interbrand model is one of the most widely used evaluation models,but still has strong subjectivity.Aiming at this problem,in this paper,the existing research literature at home and abroad,on the basis of Interbrand model to quantify the its processing and elements supplement,in order to enhance the objectivity and the rationality of the evaluation model.The analytic hierarchy process(ahp)is introduced in the index weight part,the second in the brand strength analysis,fuzzy theory and grey theory is added to the lower less data source,the influence of incomplete information,and enhance the objectivity of evaluation process.In the aspect of factor supplement,this paper supplements the consumer elements by enriching the connotation of the primary index.Therefore,the improved model index system maintains the simplicity of the index,and also includes market factors,financial factors and consumer factors.At the end of this paper,we selected the famous brand lego in the toy industry as the case object to verify the operability,rationality and effectiveness of the improved mode.