中外品牌评估比较研究

Comparison Between Chinese and Foreign Evaluation Method of Brand Value

本文对国内外品牌价值评估的发展情况进行了综述;分析了我国品牌评估的现状及存在的问题;作者根据不同的品牌价值观,介绍了目前国内外比较有影响力的品牌价值评估方法,并对各种方法的特点进行了比较分析与评价;最后指出了我国在借鉴国外品牌价值评估方法时应注意的问题及对策。

This paper firstly summarizes the development of the evaluation on brand value, secondly analyzes the present condition and existent problems of the brand evaluation. Then Based on different values of brands, the authors introduce the influential evaluation methods of brand value in domestic and abroad and finally point out we should pay attention to some questions and countermeasures in learning evaluation methods of brand value from abroad .