Research On Brand Value Evaluation Of Sanquan Food Based On Improved Interbrand Model

With the development of the economy,people’s living standards are improving,and the frequent occurrence of food crises makes people pay more and more attention to food quality and safety while paying attention to the nutritional value of food.In the face of fierce competition among food companies and serious homogenization of products in the market,consumers generally prefer the choice of product brands when making food purchases.In the context of the new coronary pneumonia epidemic and the "home economy" at the end of 2019,the demand for frozen food has increased significantly due to the home mode,and the size of the fast food market has been expanding.However,in the post-epidemic era,consumers’ consumption of frozen food is gradually returning to rationality.Whether Sanquan Food can take advantage of this development opportunity to maintain its growth trend,it is particularly important to enhance the brand value of food companies and their awareness.A scientific and reasonable brand value assessment can not only help enterprises implement brand management measures and make investment decisions more efficiently,but also give external investors and consumers a deeper understanding of the enterprise’s strength and development potential,thus enhancing the enterprise’s influence and creating good external conditions for its development.In addition,a good brand image can make the enterprise have more loyal customers and a better employee group,thus laying a solid foundation for the long-term development of the enterprise.For this purpose,this paper firstly collected and studied a large amount of literature on the Interbrand model and brand value assessment of food companies.Then,based on the analysis of the characteristics and shortcomings of various brand value assessment methods,it is finally concluded that the Interbrand assessment method is more applicable to the assessment of Sanquan Food’s brand value.Secondly,to address the shortcomings of the Interbrand model,which lacks the consideration of consumer factors and the subjectivity of evaluation,a detailed analysis of the ideas to improve the Interbrand method is conducted,in which the model is modified into three main parts: first,the future revenue is chosen to be directly related to the product revenue;second,for the characteristics of the food industry and related factors affecting the value of food Second,the brand strength index index set was reconstructed for the characteristics of the food industry and related factors affecting food value,and the determination of both brand strength index and brand strength was changed from the original expert scoring method to the questionnaire survey method;Third,two brand strength indexes of food quality and safety and corporate social responsibility were newly added after proposing or modifying the relevant inapplicable brand strength indexes,and the weights of all indexes were reallocated using SPSS;the fuzzy comprehensive evaluation method was used to The brand strength values were obtained by quantifying the consumer evaluation data obtained from the questionnaire survey and weighting them.The improved Interbrand model was then applied to the evaluation analysis of Sanquan Food,and the brand value of Sanquan Food was finally determined to be 6.193 billion RMB based on the questionnaire data of Sanquan Food.Finally,by comparing the assessed value with the official third-party assessment results and analyzing the survey data of each factor in the questionnaire,relevant strategies are proposed for Sanquan Foods to improve its brand equity.