基于Interbrand模型的汽车品牌资产评估实证研究——以上汽、长安汽车品牌为例

The Empirical Research on Evaluation of Car Brand Assets Using Interbrand Model——Taking SAIC and CHANGAN as Samples

本文以Interbrand品牌资产评估模型为基础,参考World Brand Lab法和大卫·艾克提出的品牌资产十要素模型,结合中国市场特点和汽车行业属性,构建一种改进的品牌资产评估模型。对上汽和长安汽车两个汽车品牌进行评估,并对结果进行分析,从而得出结论,提出相应的建议。

This article states an improved model forevaluating brand assets based on the Interbrand model, and combines the charac- ters of Chinese market and attributes of automobile industry. The model also refers to the World Brand Labomtory method and Brand Equity Ten model which was put forward by David A. Aaker. Then this paper evaluates SAIC and CHANGAN and makes an analysis to the final results. Finally, it draws conclusions and puts forward corresponding suggestions according to the analysis.