Sinobrand模型在我国白酒企业品牌价值评估中的改进

Improvement of Sinobrand Model in Brand Value Evaluation of Chinese Liquor Enterprises

白酒行业具有高品牌文化粘连性,合理地评估企业品牌价值十分重要。在众多品牌评估方法中,Sinobrand模型在评价对象和评价方法上与白酒行业特点有较高契合度。根据目前社会经济、法律法规以及消费方式的变化,从品牌优势值、品牌强度、品牌修正因子三个方面改进Sinobrand模型。适用性分析显示:模型改进后提高了财务数据的适用性与品牌乘数的客观性,考虑了消费者影响因素,减少了泡沫价值对品牌价值的影响。

Liquor industry has a high brand culture adhesion,reasonable evaluation of enterprise brand value is very important.Among many brand evaluation methods,the Sinobrand model has a good fit with the characteristics of liquor industry in terms of evaluation objects and methods.According to the current changes in social economy,laws and regulations and consumption patterns,the Sinobrand model is improved from three aspects:brand advantage value,brand strength and brand correction factor.The applicability analysis shows that the model improves the applicability of financial data and the objectivity of brand multiplier,takes into account the influence factors of consumers,and reduces the influence of bubble value on brand value.