Research On Brand Value Assessment Of A Chinese Medicine Companies Based On Interbrand Method

With the increasingly prominent role of corporate brand building in marketoriented competition,it is of great significance for the scientific assessment of brand equity value.There is currently no assessment method specifically applicable to the characteristics of traditional Chinese medicine brands,resulting in inaccurate evaluation results and inability to correctly measure brand value.After researching and analyzing the mainstream evaluation methods at home and abroad,this article selects the Interbrand evaluation model based on the applicability of different methods,and revises the Interbrand model according to the characteristics of traditional Chinese medicine companies with strong regional culture and ethnic culture.First of all,in view of the characteristics of Chinese medicine enterprises that are closely related to Chinese medicine culture,the promotion effect of Chinese medicine products on the market is directly affected by the market's degree of recognition of Chinese medicine culture.Incorporate revised model.Secondly,the revised model of this paper separately evaluates the performance of brands in different markets,and calculates the brand multiplier and brand revenue of each market separately,making up for the overall evaluation of the original Interbrand model based on the global market,which is easy to cause excessive errors.Thirdly,this article believes that population size is also a very important market factor.Different population sizes have different market potentials and have different effects on brand value.In addition,in the calculation of brand revenue,the principal component analysis method and the analytic hierarchy process are used to confirm the brand value coefficient and brand factor weight,and the brand profit is calculated using the brand profits expected in the next two stages.Finally,taking Pien tze huang Company as an example,the revised model was used to evaluate the brand value.The assessment result was slightly higher than the data of the brand observation network,which can indicate that the revised model is more suitable for the assessment of Chinese medicine brand value.