Research On Regional Brand Value Evaluation Based On Interbrand Model

Since the 1990 s,the rapid rise of China's economy and the rapid development of the regional economy have prompted regional brands to become increasingly active.In order to promote the development of regional economy,regional governments or associations use regional superior resources to cultivate and develop a large number of regional brands,especially in the regional brand of geographical indication products.With the increase in the number of regional brands,how to manage regional brands,promote their better development and how corporate or individual investors judge the investment value of regional brands are also emerging.Although there have been some achievements in the field of brand value assessment at home and abroad,it is still not mature in the theory and technology research of regional brand value.Therefore,it is necessary to make a reasonable assessment of the regional brand value for regional economic development or for regional brand users or investors.Based on the related literature research at home and abroad,this paper summarizes the related theories and methods of regional brand connotation,regional brand value and regional brand value evaluation methods,and lays a theoretical foundation for the research.Then the basic principles and steps of the Interbrand model are expounded,the limitations are pointed out,and the necessity of improvement is proposed.On this basis,the Interbrand model is improved,mainly in the aspects of the improvement of the brand strength index system and the quantification of brand strength.On the basis of the construction of the brand strength index system,considering the market factors,the integration of consumer factors,social and cultural factors and other perspectives is aimed at rationally assessing the value of regional brands.In terms of brand strength quantification,the weight of the original model index is completely determined by the expert scoring method.The weight distribution is not targeted.The index weight is determined based on the analysis of the brand strength index,and the survey report and region of the professional organization are used for reference.The fuzzy actual evaluation of the actual development of the brand strives to reduce the adverse effects of subjective judgment and lack of professional knowledge on the evaluation of various indicators of brand strength.To build a model that fits the regional brand value.Finally,the Panjin rice regional brand is taken as the research object,and the improved Interbrand model is used to evaluate its value.The corresponding results are obtained and analyzed to explain the rationality of the results and the feasibility of the improved model.The main conclusions and revelations and the shortcomings of existence.From a practical point of view,the regional brand of landmark products has great value,which is conducive to the development and protection of advantageous resources in the region,strengthen brand management to enhance its brand value,and promote the longterm development of regional industries or enterprises.This paper takes Panjin rice regional brand as the research object and uses the improved Interbrand model to evaluate its brand value.On the one hand,it hopes to provide a research idea for domestic regional brand value evaluation and improve the awareness of regional brand value evaluation.It can provide value reference for regional brand building and management and value investment.