摘要
品牌战略的实施,离不开品牌价值的评估。目前,中国还没有形成符合国情,而且还可以通过国际认定的品牌认定与评估方法和管理制度,现存在的会计事务所和评估机构都各自有一套评估方法,并没有达到一种统一和有权威的客观公正的评估方法。所谓评选出的"驰名品牌"严重缺乏公信度,不仅扰乱市场秩序,还损害公众利益。在如此市场环境下企业的品牌价值创建和管理情况可想而知,品牌价值管理处在起步阶段。从品牌价值的来源以及评估对象和范围入手,以Interbrand评估方法为改进的参照框架,并结合我国品牌的特点,对Interbrand评估方法进行改进,使改进后的评估方法中所需数据较少,评价对象统一,得出结果更加能够反映品牌真实价值,更有实现意义和实践价值。
The implementation of brand strategy cannot be separated from the evaluation of brand value. At present, we haven＇t formed the brand assessment methods and management system which is both in accordance with China＇s condition and is recognized in international level. There are a set of evaluation methods of accounting finns and evaluation organizations and there is no objective and fair evaluation method to achieve a unified authority. The so- called selection of the ＂well-known brand＂which lacks of credibility seriously. It not only disrupts the market order but also the public interest. In this market environment, brand value creation and management is far from satisfac- tory, brand Value Management is in the initial stage. This article starts with the origin of brand value and the range of the evaluation object with the evaluation method of Interbrand as the improved reference frame and combining the characteristics of Chinese brand. The Interbrand evaluation method is improved for its less data required in evalua- tion and unified evaluation object, therefore, the result is is more practical and valuable. more capable to reflect the real value of the brand, which
出处
《科技与管理》
2016年第1期29-32,57,共5页
Science-Technology and Management
关键词
企业品牌
品牌强度
品牌价值
enterprise brand
brand strength
brand value
