品牌价值社会化评价方法的改进与创新——Sinobrand品牌价值评价法

Sinobrand: An Innovated Method for Socialized Brand Valuation

本文主要探讨品牌价值的社会化评价方法的改进与创新问题。在对国内外较有影响的几种品牌价值社会化评价方法进行研判的基础上,提出一种适合中国品牌运行特点的评价方法,称为“Sino-brand品牌价值评价法”。此法以《金融世界》评价法为创新的参照框架,引入“品牌优势值”(BAV)的概念,从品牌状态、品牌历史和品牌趋势三个维度选取若干因子进行测度,考察品牌强度,对品牌价值做出科学比较和评价,采用此法对于推动企业建立平稳、健康的品牌发展模式有着特殊意义。

There are three kinds of brand valuation: capitalized brand asset valuation, socialized brand valuation and internal brand valuation. The paper focuses on how to improve and innovate current socialized brand valuation methods. Basing on a review of major available socialized brand valuation methods, the paper presents the Sinobrand method, an innovated method for socialized brand valuation to better suit the characteristics of Chinese brands. By reference to the method proposed by Financial World Magazine, Sinobrand introduces the concept of brand advantage value, and selects seven drivers from the aspects of brand history, current situation and brand trend to evaluate brand strength. The new method has a great significance for enterprises to set up stable and healthy brand development modes.