Research On Brand Value Evaluation Based On Revised Interbrand Method

With the development of science and technology and information technology,the difference between products is getting smaller and smaller.Consumers often use brands to distinguish similar products,and then buy products with their own trusted brands.The research finds that different brands are accepted by consumers to different degrees,and a good brand is often accepted by consumers to a higher degree,which can bring more lucrative benefits to enterprises.Therefore,enterprises have increased the importance of brand,focusing on brand ranking,in this case,the exploration of brand connotation and brand value evaluation meet the requirements of objective reality.In the past,many brands of our country have been deeply rooted in the hearts of the people,but with the impact of foreign enterprises,many brands have been merged,forgotten and gradually withdrawn from the historical stage.In order to explore the reasons and implement the strategy of "brand power,put forward by General Secretary Xi,we should attach importance to the development of Chinese brands,especially the old brands,raise awareness of them and understand the process of their evaluation.In this paper,the evaluation of brand value is studied in detail,and the value of Donga E-Jiao brand is obtained through the evaluation,taking Donga E-Jiao as an example.Firstly,the research background of this paper is discussed.Through reviewing the literature on brand,brand value and its evaluation methods at home and abroad,the research status of brand is understood to a certain extent.Based on this,the main research contents of this paper are clarified.Secondly,this paper combs the related concepts of brand and its value.Through the analysis of various connotations of brand,this paper defines brand by using the connotation of brand assets,that is,brand is an intangible asset that can bring additional benefits to enterprises,and determines the source of brand value by utilitarian value theory,labor value theory and so on.At the same time,it analyses the influencing factors of brand value.?Thirdly,the evaluation methods of brand value are fully introduced,and the evaluation process and advantages and disadvantages of various evaluation methods are analyzed.After comprehensive comparison,this paper chooses Interbrand method to evaluate brand value.In the process of analyzing the Interbrand model,it is found that although the model has universal applicability,it lacks the consideration of enterprise development and can't be directly applied to the value evaluation of Chinese enterprise brand.Then,by using the methods of AHP and questionnaire,we revise the way to determine the three indicators of precipitation income,brand function index and brand strength in the Intrbrand model,so as to make it more suitable for the evaluation of brand value in China.Finally,taking Donga-Ejiao,the representative of our country's old brand,as an example,the revised Interbrand model is used to evaluate its brand value,and the evaluation results are analyzed to verify the validity of the model.Generally speaking,the content of this study provides a reference for the evaluation of brand value of Chinese enterprises to a certain extent.