Research On The Evaluation Of Quan Jude Brand Asset Value Based On The Improved Model Of MSD

After starting to evaluate its own brand assets abroad,China began to explore the value of Chinese brand assets.Based on the foreign evaluation method,Be ijing Famous Brand Asset Evaluation Office created the MSD brand asset value evaluation model and released the ranking of dozens of brand equity values since 1996.Among them,there are many brands of Chinese old brands that have gone through a hundred years.Quanjude is the benchmark of the Chinese old-fashioned food industry and has appeared on the list for several consecutive years.However,in this context,with the development of the market economy,the evaluation method of the MSD model with the market share is more and more unable to adapt to the economic situation of modern enterprises with profit as the core.The MSD evaluation method has not paid attention to the old brand such as Quanjude.The special value brought about by the profound historical culture of assets makes the MSD assessment method questionable.On the one hand,according to the analysis of China's actual economic market,it is proposed that the concept of market share in the MSD evaluation model is outdated.The core goal of the enterprise is profitability.Modern brand assets should build a profit-centered evaluation model.On the other hand,taking the example of the old catering giant Quanjude as a case,in order to highlight the characteristics of its brand's business sustainability and cultural value,the MSD evaluation model was improved and the value of Quanjude brand assets was further re-evaluated.Then compare the evaluation results of the improved brand equity value.Finally,this paper compares the results of the evaluat ion before and after the improvement,and points out the analysis of the deficiencies of the Quanjude brand,the industry in which the brand is located,and the improved evaluation model.From the perspectives of enterprises,industries and evaluation models,it puts forward suggestions for improving brand competitiveness and improving brand management in the future.This paper hopes that through the improvement and improvement of the MSD model,it can help the traditional MSD model adapt to the new situati on of China's modern market economy,be closer to the development of the brand industry,and promote the development of China's brand equity evaluation system.