A method for evaluating a value-oriented brand value according to the present invention is a method for evaluating the value of a target brand using an on-line server, the EVA calculating step of estimating an economic value added (EVA) An index calculation step of calculating a brand power index, which is an evaluation index that is relatively comparable to other brands of the target industry, and a brand contribution index, which is a brand influence index of the corresponding industry relatively to the other industries; A contribution rate calculating step of calculating a brand contribution rate by multiplying the brand power index and the brand contribution index by a multiplication; A brand profit calculation step of calculating a brand profit of a predicted year for the target brand by multiplying EVA of the predicted year by the brand contribution rate; A discount rate calculating step of calculating a discount rate for converting the future value into the current time point, and calculating a discount rate including a brand specific discount rate that becomes smaller as the brand power index becomes larger; And a brand value calculating step of calculating the brand value of the predicted year based on the present time point by applying the discount rate to the brand profit of the predicted year.
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