基于Interbrand的地理标志农产品品牌价值量化评估研究——以柞水木耳为例

Quantitative evaluation of brand value of geographical indication agricultural products based on Interbrand:Taking Zhashui fungus as an example

地理标志农产品品牌战略关系到精准扶贫、乡村振兴战略的实施。以Interbrand品牌评估方法为基础,结合中国地理标志农产品的品牌特征,以柞水木耳为例,从财务维度、市场维度、品牌维度进行量化评估,综合考量计算柞水木耳的品牌价值,并提出柞水木耳地理标志农产品品牌价值战略实施的相关对策和建议。

The brand strategy of geographical indication agricultural products is related to the implementation of the targeted poverty alleviation and rural revitalization strategy.Based on the Interbrand brand evaluation method,combined with the brand characteristics of geographical indication agricultural products in China,taking Zhashui fungus as an example,this study made quantitative evaluation from the financial dimension,market dimension and brand dimension,comprehensively considered and calculated the brand value of Zhashui fungus,and put forward relevant countermeasures and suggestions for the implementation of the brand value strategy of geo⁃graphical indication agricultural products of Zhashui fungus.