A Comparative Study on Evaluation Methods of Domestic and Foreign Enterprises' Brand Value

摘要

With the rapid economic development and the deepening of the Internet, brand as the core competitiveness of long-term development of enterprises, its role is more and more obvious. In recent years, each agency issued a brand value assessment report, the rankings of various companies vary greatly. This article first summarizes the current domestic and international research on the theory and method of brand value, brand value, and brand value evaluation. Then simply introduced the relevant theories of domestic and foreign scholars on the evaluation of brand value and brand value, and the traditional methods of brand value evaluation and representative methods at home and abroad, such as the world famous brand value assessment agency World Brand Laboratory, Interbrand, Brand Finance, Financial World Law, Beijing famous brand asset appraisal company, and real estate TOP 10 research group released comparative evaluation method. Analysis of the characteristics of various methods and explore their shortcomings and deficiencies, can be summarized to improve the direction. With a view to promoting the development of our country's brand value evaluation method and providing a reference for our country's brand value evaluation practice.