Research On Evaluation Of Sports Companies Brand Value Based On Interbrand Model

In July 2021,the State Council issued the "National Fitness Plan(2021-2025)",by 2025,the national fitness public service system will be more complete,the people’s physical fitness will be more convenient,fitness enthusiasm to further improve.2021 October General Administration of Sports issued the "Fourteenth Five-Year Plan" for sports development.The plan pointed out that the total scale of sports industry will reach 5 trillion yuan,the total scale of residents’ sports consumption will exceed 280 million yuan,and the number of employees will exceed 8 million.With the implementation of many national policies to promote the development of sports industry and the explosive growth of national fitness consciousness,China’s sports enterprise brands have a good opportunity for development.Therefore,this thesis takes sports enterprises as the research object,focuses on their issues related to brand value assessment,and takes Li Ning Sports as an example to assess its brand value,and tries to explore a suitable assessment method for the brand value of sports enterprises in China,hoping that this study can provide some reference for the assessment of the brand value of domestic sports enterprises,and also hopes that It is hoped that this study can provide some reference for the brand value assessment of domestic sports enterprises,and also hope to enhance the importance of sports brands and make some suggestions to improve the brand value.In this thesis,after sorting through the relevant domestic and foreign studies and literature,and after analyzing the advantages and disadvantages of the current mainstream assessment methods,the Interbrand model is found to be relatively more reasonable in combination with the value composition and influencing factors of China’s sports enterprise brands and the characteristics of China’s sports enterprise brand value assessment,therefore,the Interbrand method is used as the research model in this thesis to study the sports enterprise Therefore,the Interbrand method is used as the research model to study the brand value of sports enterprises.However,although the model is widely recognized,there are still some shortcomings,so this thesis will make some appropriate improvements to the Interbrand model in response to the problems that exist in its practical application in China.The main contribution of this thesis lies in the following three aspects.Firstly,the method of calculating the brand effect index in the Interbrand model is improved by changing the previous form of expert scoring in determining the brand effect index and using a questionnaire survey to consumers,in order to understand consumers’ preference for brands in the most direct way,so as to reduce the influence of subjective factors as much as possible.Second,the brand strength index is improved.Combined with the actual situation of brand development of sports enterprises in China,the seven indicators in the original model are partially adjusted to more accurately judge the brand strength index.Third,add a new brand intensity based on consumer dimension.Maslow’s hierarchy of needs theory is introduced to justify the addition of the new consumer-based perspective brand intensity,and the market intensity and consumer intensity are quantified using hierarchical analysis and fuzzy integrated mathematical evaluation method,and finally transformed into brand multipliers.Among China’s sports companies,Li Ning brand has been called the representative of the national light by the nation,Li Ning sports has been the last five years of sustained profitability,stable play,2022 successfully squeezed into the Interbrand list of the top 50,and is the only domestic brand value growth rate of more than 25% of the sports.Therefore,this thesis uses Li Ning Sports as a research case,and after systematically analyzing the current development status and trends of Li Ning Sports as well as analyzing its financial situation,the modified Interbrand model is applied to evaluate the brand value of Li Ning Sports,and the evaluation result is 4.848 billion yuan,and the brand value of Li Ning Sports published in the Interbrand list is 5.828 billion yuan,with an evaluation error of 16%,which is less than the international error standard of 25%,and compared the difference between the two previous results,analyzed the reasonableness of the assessment results,and verified the feasibility of the improved model.It provides a new reference for the brand value assessment of other enterprises in the sports industry,which is significant for more accurate assessment of China’s sports brand value and helps the brand growth of domestic sports enterprises.However,due to the limitations of some conditions,the research in this thesis is still inadequate,and it is expected to be gradually improved in the future research.