Research On Brand Value Of Companies In Vitamins And Dietary Supplements Industry

Brand is a valuable asset of entity,strengthening the study of brand value is helpful to implement China’s brand strategy and enhance the influence of China’s brand.Interbrand model is a classic brand value evaluation model,which is widely recognized by the theoretical and practical circles.However,the original Interbrand brand value evaluation model is not completely applicable to the brand value evaluation of dietary supplement enterprises.For example,when estimating brand strength,the perspective of consumers is not taken into account,so some improvements are needed.On the basis of fully study of existing literature,this paper chooses Vitamins and Dietary Supplements industry as the research object.After analyzing the characteristics of the dietary nutritional supplements industry and combining with the improvement of existing literature on Interbrand model,this paper optimize the original model,enrich the theory of brand value in the dietary supplement industry.This paper selects a real case,By-Health,as a representative enterprise to evaluate the brand value.As a real case,the brand name of By-Health has been known to all ages,and there are many open and realistic details that can be compared with other companies.When predicting the excess return of intangible assets,this paper improves the forecasting method by takeing into account both historical and future factors,obtaining a more scientific and reasonable number.This paper uses AHP model s to analyze brand multiplier and compares the accuracy and stability of different scales.In view of the prediction of brand force index,this paper uses the fuzzy comprehensive evaluation method and factor analysis method to obtain the score,and then converts the score into the index.Research conclusion of this article is relatively close to the value posted on the market,which implies that model in this article can be used in evalutaing the brand value of VDS companies.The valuation result was slightly lower than the market valuation,which may be as a result of higher market valuation of multiplier.Therefore,enterprise managers should adapt to the market point of view,improve the degree of attention to the brand,and actively carry out brand value management policy.