| With the advancement of urbanization,China's real estate industry has developed rapidly.The competition between enterprises has become increasingly fierce,and the battlefield has gradually expanded from tangible assets to intangible assets.Brands are intangible assets,and branding has become an important means for real estate development companies to open up markets.Brand is an indispensable part of corporate assets,and its value should attract the attention of managers.How to objectively evaluate the value of real estate enterprises' brand value is a question worth considering.From the perspectives of enterprise and market,management and finance,morality and society,this paper selects 14 index factors related to brand value,and combines the expert scoring method to determine the corresponding index weights,and designs a new brand value evaluation model.According to the annual report data disclosed by 100 listed real estate companies in 2017 and the corresponding scoring standards,a new brand value evaluation system was constructed.By calculating the individual scores of each brand value indicator,the typical enterprises are selected for in-depth discussion,and the internal reasons for obtaining high scores or low scores are analyzed.By calculating the final composite score,the brand value of 100 listed real estate enterprises was re-ranked,and this ranking was compared with the rankings given by other institutions.The study found that the rankings obtained by this model are consistent with the rankings given by other institutions.Most companies have a small change in rankings,and only 15 companies have experienced a significant increase or decline.Some of the top-ranked companies have declined in brand value because of some short-term indicators.Other companies with lower rankings have finally improved their rankings through the efforts of certain strong indicators,and the brand value has been underestimated. |
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