Evaluation Of Jewelry Brand Value Based On Interbrand Model

In recent years,in the process of economic globalization,the world economy has developed rapidly.The way of competition among enterprises has also changed,and brand competition has become the key for enterprises to stand out from competitors of the same kind and continue to operate and develop.As far as jewelry industry is concerned,because of its low industry concentration,small product differentiation and consumer orientation,brand is the key for enterprises to obtain core competitive advantage.Therefore,it is necessary for enterprises to find out their own shortcomings and strengthen internal management through brand value evaluation,so as to improve their soft power and market position.Consumers can also better understand the enterprise and better choose products and services through the evaluation results.In this paper,after studying the relevant theories of brand value evaluation at home and abroad and summarizing and comparing various evaluation methods,the final choice is based on the international Interbrand model with strong applicability.Combined with the characteristics of China's jewelry industry,fully considering the consumer factors,the relevant parameters in the model are adjusted to make it more suitable for the evaluation of China's jewelry brand value.After that,the paper selects Zhou Dafu as an example to analyze,and according to the evaluation results,puts forward corresponding suggestions for its future brand value promotion.In this paper,the adjusted Interbrand model is applied to the actual cases to verify the feasibility and applicability of the model,hoping to have a reference role for the brand value evaluation of jewelry enterprises in China.