| In recent years,China’s economic development is fast,and the competition in the domestic and foreign markets is becoming more and more fierce.The government has vigorously supported national enterprises and committed to building Chinese national brands.Asset appraisal industry in China started late,and enterprises did not know enough about brand,which led to the loss of a large number of national brands before.At the same time,with the continuous change of people’s concept of life,the recognition of products when people buy products is more and more inclined to brand recognition,brand equity has gradually become the core competitiveness of enterprises to occupy the market.Through The Years,from the "MEL"incident of Sanlu to nearest detection of classical swine fever in Sanquan Pork Dumplings,the occurrence of various food crisis events,to a certain extent,have had an impact on the brand reputation of enterprises.These crisis events directly affect the safety of consumers’lives,so consumers pay more and more attention to the brand awareness of food enterprises in the choice of food products.Therefore,brand value evaluation plays an important role in strengthening brand management and maintaining reputation.This article chooses the Interbrand model which is widely used in the world,and revises the Interbrand model according to the characteristics of the food industry.It chooses the Yili brand as a case,compares and analyses the results of the evaluation of the Yili brand published by the Interbrand company,and verifies the applicability of the revised Interbrand model.The revision of the model is mainly divided into three aspects:(1)integration into the perspective of consumers.It is a more comprehensive research method to integrate the method of questionnaire survey into the perspective of consumers.(2)According to the characteristics of enterprises in food industry and the influencing factors of brand value in food industry,the index of brand strength was improved,the index of brand trend was abandoned,and two brand strength indicators of food safety(safety,nutrition and health)and social responsibility were added,and all indicators were integrated and adjusted.(3)The revision of the calculation method of brand strength,that is,the determination of weight and value of each brand strength index.Among them,the problem of weight redistribution is solved by analytic hierarchy process(AHP);the problem of determining the score is quantified by using the method of fuzzy comprehensive mathematics and multiplied by the weight of each index to get the brand strength.Finally,it is proposed that the revised Interbrand model is feasible in practice,but there are still some shortcomings that need to be improved,and the prospects for further research are put forward. |
