Research On Sports Brand Value Evaluation Based On Interbrand’s Improved Model

The increase in market openness makes the competition between enterprises not only the comparison of product quality and performance,but also the competition between brands,which is becoming more and more important in the market economic activities.The full popularity of the Internet,5G and cloud computing and other new technology development has bred the marketing model of live with goods,which provides a new way for brand communication.In recent years,after the satisfaction of material requirements,people began to pursue the improvement of physical quality,and the boom of "national fitness" has continued to expand the demand for sports goods market.Numerous sports companies have set up their own live broadcasting rooms to enhance their brand influence while selling sports goods.Assessing the value of sports brands in the context of live streaming is beneficial for domestic sports brands to understand their brand value,manage their brand strategy,and improve their competitiveness in the sporting goods market.After reviewing previous literature and comparing various evaluation models,this paper selects the Interbrand brand value evaluation model,which is currently more authoritative and highly recognized.Based on this model,this paper adjusts the methods of determining the annual profit,brand role index and brand strength coefficient: Firstly,the gray prediction model is used to predict the future revenue of the enterprise;Secondly,a questionnaire is distributed to obtain the results of consumers’ ranking of the factors affecting their purchase decisions,and the fuzzy comprehensive evaluation method is used to quantify the questionnaire data and determine the brand role index.Finally,combining the characteristics of domestic sports brands,we select suitable comparison objects,determine the brand intensity coefficient by the method of quantitative replacement of indicators,and quantify the brand intensity coefficient by considering the factors of live marketing in the process of quantifying the brand intensity evaluation indicators.Using the improved Interbrand valuation model,the value of the Li Ning brand was evaluated at13.396 billion yuan.Comparing this valuation result with that of the major authoritative lists in the market,the margin of error was found to be in line with industry requirements.Finally,the following conclusions are drawn from the aforementioned study:consumers play a key role in the formation of brand value,brand value assessment should pay attention to the characteristics of the industry in which the brand is located,and the improved Interbrand model used in this paper to assess the brand value of Li Ning is reasonable.Based on the conclusions of the study,the author proposes recommendations for brand value assessment and brand management of Li Ning.