Interbrand品牌价值评估法的国内基础研究述评

Review of the Internal Basic Research on Interbrand Evaluation Method of Brand Value

国内学者根据Interbrand集团发布的有限资料、国外学术界的相关研究成果,各有侧重地阐释Interbrand品牌价值评估法的内容:说明该法的实施目的、假设条件、操作步骤及计算公式,讲解相关指标的内涵、数量、分值、权重及其变迁。部分学者还从客观性、可操作性的角度,分析该法的进步性和局限性。需要指出的是,一些早期研究成果在介绍品牌价值的计算公式时,把"品牌强度系数"(即品牌乘数)误作"品牌强度"。从总体上看,Interbrand法的国内基础研究是相当完善的,对相关应用研究和实务操作颇具启发意义。

Based on the limited materials published by Interbrand Group and the research results from the foreign academia, internal scholars elaborate on the content of Interbrand evaluation method of brand value with different keynotes. Some scholars illustrate the application aims, assumption conditions, operation procedures, and computational formulas of Interbrand method. Some scholars explain the content, quantities, scores and weights of related indexes, and their history of changes. Some scholars analyze the progress and drawback of Interbrand method from objective and practical perspectives. For the context, some research results in the early stage misuse the coefficients of brand strength(also called as the brand multiplier) as the brand strength when introducing the computational formulas of brand value. Overall, the basic research about Interbrand method in the internal academia is complete, so it has much inspirations for relevant application research and practical operation.