Research On Brand Value Evaluation Of Haitian Industry Based On Interbrand Model Optimization

Economic globalization is the background of today’s world development and the trend of future development.It will continue to advance further.Along with this is the increasingly fierce competition among enterprises,which brings the market into the era of "brand economy".Nowadays,brand has become an important intangible asset of enterprises.The operation and development of brand determines the excess income level of enterprises to a certain extent,which means that brand has become a key module for enterprises to improve their competitiveness in the market.After establishing the evaluation model,this thesis selects the research object for market verification,and selects the leading enterprise in the condiment industry--Haitian Flavor Industry as the brand value evaluation research object.This thesis aims to set up an enterprise brand asset evaluation model considering financial factors and market factors,by summarizing and studying the existing research results at home and abroad,absorbing the referential content,and combining the characteristics of Chinese enterprises in the current brand development process,to adjust and optimize the Interbrand model.In this thesis,the evaluation of brand equity is divided into three calculation processes,including the determination of intangible assets excess income,brand function index and brand multiplier coefficient.When determining the excess income of intangible assets,the income of intangible assets is obtained by subtracting the income of tangible assets from the operating profit,and then expressed by the weighted average excess income of intangible assets in the past three years.When determining the brand function index,the analytic hierarchy process is introduced to reduce the subjectivity of expert scoring method.When determining the brand multiplier,a more industry-specific brand strength evaluation system is built according to the seven-factor model of brand strength and the quantifiable financial and market indicators are selected for the seven factors.The S-shaped curve constructed by the Interbrand model itself transforms the brand strength into the brand multiplier.The determination process of the three indicators lays more emphasis on objectivity to ensure the accuracy of the evaluation results.The optimization process of the model is more from the perspective of finance and market.On the one hand,the financial data involved in the financial perspective is the real reaction of the business situation of the enterprise and the clear feedback of the enterprise brand management results.On the other hand,the market perspective can comprehensively reflect consumer preferences,industry status and future development potential.The research of this thesis helps to prove that the optimization of the Interbrand model is reasonable,and in the process of evaluation,the shortcomings of Haitanwei industry in the process of operation can be found,so as to help the company to clarify the improvement measures,so that the company’s operation can develop towards a sound development.The optimization and adjustment of the Interbrand model in this thesis can provide certain reference value for brand equity evaluation and brand equity management in the condiment industry.