System and method for measuring industry brand value

Abstract

The invention relates to a system and a method for measuring industry brand value, which belong to a tool and a method for quantitatively analyzing brand competition in the field of brand management, and adopt a brand value index monitoring data model to quantitatively collect and statistically analyze brand value index scores of all brands in the same industry through static and dynamic indexes; performing arrangement according to the brand value index scores to obtain an industry brand value index ranking; the brand value measurement system is composed of a brand information acquisition module, a brand search module, a brand value index calculation module, a brand value analysis module and a brand value index release module. The method can be widely applied to the industrial fields of intelligent buildings, security and protection, intelligent homes, information technologies, home decoration, building materials, electricians and electrical engineering and the like, becomes a practical method for brand evaluation, provides a guide for dual-carbon intelligent building project warehousing and product purchasing, and also becomes a guide tool for brand construction of industries and enterprises.

Description

Technical Field

[0001] The present invention relates to the fields of brand management and brand value assessment and analysis, in particular to the fields of brand monitoring and quantitative analysis tools and methods. Background Art

[0002] Brand monitoring, quantitative analysis and evaluation of brand value have become areas of great concern to industry enterprises, consumers and investors. At present, there are many brand monitoring and analysis tools, such as brand reputation monitoring (public opinion monitoring) of specific keywords through Internet crawler technology, and brand value data based on financial indicators through analysis of financial statements of brands (listed companies), such as Brand Z's brand value evaluation system, and even data on brand satisfaction and brand loyalty obtained through user questionnaires. These brand monitoring and analysis tools provide users with reference data on brand value at a certain level or scope.

[0003] However, current brand monitoring and analysis tools do not cluster brands by industry, nor do they conduct comparative analysis of the brand communication capabilities, number of brand contact points, and data ultimately reflected in brand value of each brand in the same industry. They only measure brand value in absolute terms and ignore the fact that brand competitive position is relative. Therefore, the resulting brand value data is limited in application. The measurement and analysis data of a certain brand’s brand value has little reference value for other brands in the same industry, which also makes industry brands feel troubled when building their brands. We need to find a brand value measurement method that compares the brand communication behaviors of different brands in the same industry, measures the brand contact points of each brand, and obtains a relative brand value score for each brand. Summary of the invention

[0004] In order to enable people to more intuitively compare and analyze the brand value of different brands in the same industry, the present invention creates a brand value index model, quantitatively collects and statistically analyzes the brand value index scores of each brand in the same industry, and arranges them according to the brand value index scores to obtain the industry brand value index ranking. The brand value measurement system consists of five parts: brand information collection module, brand search module, brand value calculation module, brand value analysis module, and brand value index release module. The brand information collection module is responsible for collecting and entering the brand's basic information, static data and dynamic data; the brand search module uses the brand search system to obtain the brand's industry keyword correlation data in search engines such as Baidu and 360 and obtain a relative value; the brand value index data calculation module summarizes and calculates the data of all 19 monitoring projects to obtain the brand value score of the brand; the brand value analysis module is a system that analyzes the sub-item content, historical comparison, and horizontal comparison data of the brand value score of each brand, and can analyze the overall performance of the brand value index of the industry brand, and the data can generate reports in different formats; the brand value index publishing module is a content publishing system that can output text format and web HTML format charts for browsing and downloading, and can set browsing and download permissions for published content.

[0005] The brand value index model consists of two parts: static indicators and dynamic indicators. The static indicators include two major items: brand recognition and brand strength, and the dynamic indicators include two major items: brand activity and word of mouth. The total score of the brand value index monitoring model is 2,000 points. Among them, brand recognition includes five sub-items: brand recognition, brand culture, brand highest honor, brand history, brand internationalization and capitalization, each with 100 points, for a total of 500 points; brand strength includes five sub-items: information construction, brand layout (channel construction one), distribution channels (channel construction two), customer development, and market share, for a total of 500 points; brand activity includes five sub-items: print media, online media, search power, exhibition participation, and seminar activities, for a total of 500 points; word of mouth includes six sub-items: project cases, corporate honors, corporate citizen behavior, WeChat word of mouth, social media word of mouth, and negative brand phenomena, for a total of 500 points.

[0006] Each monitoring project has monitoring indicators and scoring rules. These monitoring data are entered (manually and automatically), counted and calculated to generate corresponding scores. The brand value index scores of different brands in the same industry are arranged in order of high to low to generate the brand value index ranking of the industry.

[0007] We need to find a brand value measurement method that compares the brand communication behaviors of different brands in the same industry, measures the brand contact points of each brand, and derives a relative brand value score for each brand.

[0008] In order to enable people to more intuitively compare and analyze the brand value of different brands in the same industry, the present invention creates a brand value index model, quantitatively collects and statistically analyzes the brand value index scores of each brand in the same industry, and arranges them according to the brand value index scores to obtain the industry brand value index ranking. The brand value measurement system consists of five parts: brand information collection module, brand search module, brand value calculation module, brand value analysis module, and brand value index release module. The brand information collection module is responsible for collecting and entering the brand's basic information, static data and dynamic data; the brand search module uses the brand search system to obtain the brand's industry keyword correlation data in search engines such as Baidu and 360 and obtain a relative value; the brand value index data calculation module summarizes and calculates the data of all 19 monitoring projects to obtain the brand value score of the brand; the brand value analysis module is a system that analyzes the sub-item content, historical comparison, and horizontal comparison data of the brand value score of each brand, and can analyze the overall performance of the brand value index of the industry brand, and the data can generate reports in different formats; the brand value index publishing module is a content publishing system that can output text format and web HTML format charts for browsing and downloading, and can set browsing and download permissions for published content.

[0009] The brand value index model consists of two parts: static indicators and dynamic indicators. The static indicators include two major items: brand recognition and brand strength, and the dynamic indicators include two major items: brand activity and word of mouth. The total score of the brand value index monitoring model is 2,000 points. Among them, brand recognition includes five sub-items: brand recognition, brand culture, brand highest honor, brand history, brand internationalization and capitalization, each with 100 points, for a total of 500 points; brand strength includes five sub-items: information construction, brand layout (channel construction one), distribution channels (channel construction two), customer development, and market share, for a total of 500 points; brand activity includes five sub-items: print media, online media, search power, exhibition participation, and seminar activities, for a total of 500 points; word of mouth includes six sub-items: project cases, corporate honors, corporate citizen behavior, WeChat word of mouth, social media word of mouth, and negative brand phenomena, for a total of 500 points.

[0010] Each monitoring project has monitoring indicators and scoring rules. These monitoring data are entered (manually and automatically), counted and calculated to generate corresponding scores. The brand value index scores of different brands in the same industry are arranged in order of high to low to generate the brand value index ranking of the industry.

[0011] This brand value measurement system can be widely used in building materials, home furnishings, information technology, smart buildings, security, smart homes and other industries. As a practical method for industry brand evaluation, it provides a brand guide for the warehousing and procurement of dual-carbon intelligent project brands, and also becomes a guiding tool for industry enterprises to build their brands. BRIEF DESCRIPTION OF THE DRAWINGS

[0012] Figure 1 :The monitoring model and scoring rules of the brand value index. The total score of the brand value index monitoring model is 2000 points. Among them, brand identification includes five sub-items: brand identification, brand culture, brand highest honor, brand history, brand internationalization and capitalization, each sub-item is 100 points, totaling 500 points; brand strength includes five sub-items such as information construction, brand layout (channel construction one), distribution channels (channel construction two), customer development, and market share, totaling 500 points; brand activity includes five sub-items such as print media, online media, search power, exhibition participation, and seminar activities, totaling 500 points; word of mouth includes six sub-items such as project cases, corporate honors, corporate citizen behavior, WeChat communication word of mouth, social media communication word of mouth, and negative brand phenomenon, totaling 500 points.

[0013] Figure 2 :Data collection method and generation process of brand value index. The original data of brand recognition, information construction, customer development, channel construction, media performance (print), media performance (network), search power, market activities and word of mouth are collected through five methods such as the Internet, magazines, corporate materials, exhibitions and conferences, and inquiries to enterprises, and provided to the brand value calculation module, and then calculated by the brand value index system to generate the brand value index score. DETAILED DESCRIPTION

[0014] The following is an example of brand value monitoring in a selected industry. The measurement system of brand value in this industry collects, enters and generates data content for all relevant data of the brand through the brand information collection module and the brand search module. These data come from the Internet, magazines, corporate materials, exhibitions and conferences, and are obtained by directly asking companies. The total score of the brand value index monitoring model is 2000 points. Among them, brand recognition includes five sub-items: brand recognition, brand culture, brand highest honor, brand history, brand internationalization and capitalization, each of which is 100 points, totaling 500 points; brand strength includes five sub-items such as information construction, brand layout (channel construction one), distribution channels (channel construction two), customer development, and market share, totaling 500 points; brand activity includes five sub-items such as print media, online media, search power, exhibition participation, and seminar activities, totaling 500 points; word of mouth includes six sub-items such as project cases, corporate honors, corporate citizen behavior, WeChat word of mouth, social media word of mouth, and negative brand phenomenon, totaling 500 points (Figure 1).

[0015] Brand identification includes five sub-items: brand identification, brand culture, brand highest honor, brand history, brand internationalization and capitalization. It is static information, mainly coming from the Internet (corporate websites, search engines, etc.) and corporate information (public information such as brochures). Asking the company is an auxiliary means. The calculation score for this part is 500 points.

[0016] The information construction in brand strength is also static information, which is obtained through the Internet and corporate information, and the company is consulted as an auxiliary means. The calculation score of this part is 100 points. Customer development and market share in brand strength are mainly obtained through the Internet, corporate information, and exhibitions and conferences. The company is consulted as an auxiliary means. The calculation score of this part is 200 points. Channel construction in brand strength includes brand layout (channel construction 1) and distribution channels (channel construction 2). Information comes from the Internet, corporate information, exhibitions and conferences, and consulting companies. The calculation score of this part is 200 points.

[0017] The media performance (print) in brand activity mainly comes from magazines. By entering detailed information such as magazine content and advertisements, the system generates magazine content performance scores and magazine advertisement scores after calculation. The calculation score of this part is 100 points. The media performance (network) in brand activity mainly comes from industry portals and corporate websites. The data comes from the Internet. These websites have been received by the brand value index monitoring background. The news and article releases, reprints and visits of each brand on these websites are statistically analyzed and compared to generate scores. The calculation score of this part is 100 points. The search power in brand activity mainly comes from Baidu search and 360 search. The data comes from the Internet. The professionally developed brand search module is used for search and calculation. The combined search of brand name + industry keywords is used to obtain the number of related return value data. This data is compared and analyzed to generate a score. The calculation score of this part is 100 points. The market activities in brand activity include exhibition participation and seminar activities. The data comes from exhibitions and conferences. The data is obtained by collecting statistics and comparing data such as the size of the brand's booth at the exhibition, the scale and grade of the exhibition, the speaking time of the brand at the forum, the number of forum audiences, and the influence of the forum. The calculated score for this part is 100 points.

[0018] The word-of-mouth category is dynamic data, including project cases, corporate honors, corporate citizenship behavior, WeChat word-of-mouth, social media word-of-mouth, and negative brand phenomena. Word-of-mouth data comes from the Internet, magazines, exhibitions and conferences, and a small part of the data comes from corporate materials (such as corporate internal publications). Word-of-mouth data includes positive word-of-mouth and negative word-of-mouth, and the calculation score for this part is 500 points.

[0019] Data on brand recognition (500 points), information construction (100 points), customer development and market share (200 points), channel construction (200 points), media performance (print, 100 points), media surface (network, 100 points), search power (obtained after calculation by brand search module, 100 points), marketing activity (200 points), and word-of-mouth (500 points) were obtained through five methods, including the Internet, magazines, corporate information, exhibitions and conferences, and inquiries to companies. The data were input into the brand value calculation module, and the brand value index score was generated after calculation. The brand value index scores of all brands in the same industry were compared and ranked according to the scores to obtain the industry brand index ranking data.

[0020] The data collection method and generation process of the brand value index are as follows: Figure 2First, the original data of 9 items, including brand recognition, information construction, customer development, channel construction, media performance (print), media performance (network), search power, marketing activities, and word of mouth, are collected and provided to the brand value calculation module, and then the brand value index score is calculated by the brand value index system. The generated score table of all brands in the industry and the detailed score of the indicator items of each brand can be processed, and the total scores and major and minor items of two or even more brands can be compared and analyzed, and the historical data items of each brand can be compared and analyzed, so as to quantitatively understand the current situation and history of industry brand building, and conduct intuitive comparative evaluation of the brand value of the industry, which helps users quickly understand the industry brand competition and brand value. At the same time, brand companies can also evaluate and improve their brand building behaviors after obtaining these data.

Claims

1. The present invention relates to a system and method for measuring industry brand value, which adopts a brand value index monitoring data model. The model quantitatively collects, statistically analyzes the brand value index scores of each brand in the same industry through static and dynamic indicators, and arranges them according to the brand value index scores to derive the industry brand value index ranking; the brand value measurement system consists of five parts: brand information collection module, brand search module, brand value index calculation module, brand value analysis module, and brand value index release module; the brand value measurement system can be widely used in smart buildings, security, smart homes, information technology, home decoration, construction materials, electrical and other industries, becoming a practical method for brand evaluation, providing guidance for the warehousing and product procurement of dual-carbon smart building projects, and also becoming a guiding tool for industry enterprises to build brands.

2. The system and method for measuring industry brand value according to claim 1, characterized in that: A brand value index monitoring data model is adopted to quantitatively collect and statistically analyze the brand value index scores of each brand in the same industry through static and dynamic indicators.

3. The system and method for measuring industry brand value according to claim 1 is characterized by: It consists of five parts: brand information collection module, brand search module, brand value index calculation module, brand value analysis module and brand value index release module.

4. The system and method for measuring industry brand value according to claim 1 is characterized by: The brand value index monitoring model sets a total score (for example, 2000 points), among which brand identification includes five sub-items: brand identification, brand culture, brand highest honor, brand history, brand internationalization and capitalization. Each sub-item accounts for 1 / 20 of the total score (for example, 100 points), and the total accounts for 1 / 4 of the total score (for example, 500 points); brand strength includes five sub-items: information construction, brand layout (channel construction one), distribution channels (channel construction two), customer development, and market share. Each sub-item accounts for 1 / 20 of the total score (for example, 100 points), and the total accounts for 1 / 4 of the total score (for example, 500 points); brand activity includes five sub-items: print media, online media, search power, exhibition participation, and seminar activities. Each sub-item accounts for 1 / 20 of the total score (for example, 100 points), and the total accounts for 1 / 4 of the total score (for example, 500 points); word-of-mouth includes six sub-items: project cases, corporate honors, corporate citizenship behavior, WeChat word-of-mouth, Weibo word-of-mouth, and negative brand phenomena, and the total accounts for 1 / 4 of the total score (for example, 500 points).

5. The system and method for measuring industry brand value according to claim 1 is characterized by: By comparing the brand value index scores of all brands in the same industry and ranking them according to the scores, we can obtain the industry brand index ranking data.

6. The system and method for measuring industry brand value according to claim 1 is characterized by: The total score table of all brands in the industry and the detailed score of each brand's indicator items generated by the brand value index system can be processed, and the total scores and major and minor item data of two or even more brands can be compared and analyzed, and the historical data items of each brand can be compared and analyzed, so as to quantitatively understand the current situation and history of industry brand building.

7. The system and method for measuring industry brand value according to claim 1 is characterized by: It is suitable for industries with a high degree of specialization and fierce brand competition, including smart buildings, security, smart homes, information technology, home decoration, construction materials, electrical engineering and other industries. It has become a practical method for brand evaluation, providing guidance for the warehousing and product procurement of dual-carbon smart building projects, and a guiding tool for industry enterprises to build their brands.

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