品牌资产测度方法构建研究

A New Study on Brand Equity Measurements

在对现有方法分析的基础上,尝试探讨品牌资产测度新方法,即对英特品牌法加以改进,赋予了品牌作用指数和品牌强度新的涵义,增加了消费者品牌作用指数、消费者的品牌强度的概念,品牌作用指数由消费者的品牌作用指数和企业的品牌作用指数构成,品牌强度由企业的品牌强度和消费者的品牌强度组成。通过运用重要性排序的方法及层次分析法,计算相应的指标权重,同时引入了模糊数学方法,对多影响因素的评价对象进行综合评判,以增强测度的合理性。

Based upon previous discussions, the paper deals with actual development of new measuring method viewed as an improvement on a high profile valuation model published first by Interbrand Corporation. The new measuring method endows new meaning to brand influencing index, which is composed of consumer and corporate brand influen- cing index, and brand intensity, which is composed of consumer and corporate brand intensity： adding the concepts of consumer brand influencing index and consumer brand intensity. Analytical Hierarchy Process （AHP） and algorithms used to rank importance of multiple indices are adopted respectively to calculate the weights of aforementioned parameters. Meanwhile, fuzzy mathematics method is used to synthetically evaluate multiple influencing factors to enhance the accuracy of this new method.