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Enterprise brand value evaluation method

An evaluation method and brand technology, applied in the direction of instruments, data processing applications, forecasting, etc., can solve the problems of not really reflecting the corporate brand value, inaccurate brand value evaluation, etc., and achieve objective and scientific market competitiveness, accurate scoring system, and scoring system more effective

Inactive Publication Date: 2018-07-03
亚洲星云品牌管理(北京)有限公司
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Problems solved by technology

Solve the problem that the brand value evaluation is not accurate and cannot truly reflect the brand value of the enterprise

Method used

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  • Enterprise brand value evaluation method

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Experimental program
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Embodiment

[0035] Enterprise brand value evaluation method, including steps: calculating brand expected revenue V 0 and brand development potential V C , where the brand value V B = brand expected revenue V 0 +Brand development potential value V C ;

[0036] 1. For option pricing on brand development potential, five index parameters need to be determined: S is the sum of the present value of the brand’s future excess returns (the present value of the assets traded), and L is the expected future brand’s final value of the total investment cost of the brand Input cost (option delivery price), T n is the validity period of the brand option (option validity period), r is the risk-free interest rate based on continuous compound interest, and σ is the brand value volatility (volatility rate, that is, the annualized variance).

[0037] The brand development potential value V C The calculation formula of is formula (1):

[0038]

[0039] in, L is the final value of the expected total...

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Abstract

The invention discloses an enterprise brand value evaluation method. The method comprises a step of calculating a brand expected income V0 and a brand development potential VC, wherein the brand valueVB = the brand expected income V0 + the brand development potential value VC. Based on the presentation of a multi-cycle excess return method (GB / T29188-2012), a market option method is added, at thesame time, an intensity coefficient is adjusted from four dimensions to eight dimensions and twenty-two subdivision indicators, and a scoring system is more precise, objective and real. More factorssuch as brand development potential and possible brand investment in the future are added into a calculation category, the brand value and market competitiveness of an enterprise are more objectivelyand scientifically estimated with effort, and the brand value-adding trend of the enterprise in the future can be reflected better.

Description

technical field [0001] The invention relates to a method for evaluating enterprise brand value. Background technique [0002] Regarding brand value evaluation, my country issued the "Brand Evaluation Multi-Cycle Excess Return Method" (GB / T29188-2012) in 2012. The expected income is the value calculated based on the economic benefits that the brand can bring to the enterprise based on the existing conditions, background and operating conditions. It can be estimated by the income method, and here we choose the multi-period excess income method. [0003] The multi-period excess return method is calculated based on the financial data in the annual report of the enterprise evaluation base date for the past 3-5 years, and the excess return of the product that has reached a sustained and stable state. The multi-period excess return method is divided into four dimensions in terms of strength coefficients , including organizational behavior, customer relationship, market position, a...

Claims

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Application Information

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IPC IPC(8): G06Q10/06G06Q10/04
CPCG06Q10/06375G06Q10/04
Inventor 王建功
Owner 亚洲星云品牌管理(北京)有限公司
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