服装品牌价值的评估方法略论

On the Evaluation Method of Clothing Brand Value

品牌是企业最宝贵的无形财富,国内服装业要实现产业转型、实现产业升级,关键是要打造好品牌建设战略。通过对服装价值的影响因素进行分析,有助于服装企业合理配置资源,并制订有效的策略。文章简述了服装品牌资产价值,对品牌价值评估价模式进行划分,分析了服装品牌的强弱系数的选择,明确品牌评估模式的研究方向,阐述了服装品牌评估模型的构建,探讨了品牌价值评估模型影响因素,以此给服装品牌价值评估提供参考。

Brand is the most valuable intangible wealth of enterprises.To achieve industrial transformation and industrial upgrading in the domestic garment industry,the key is to build a proper brand construction strategy.By analyzing the influencing factors of garment value,it is helpful for garment enterprises to allocate resources reasonably and formulate effective strategies.This paper briefly describes the value of clothing brand assets,divides the evaluation mode of brand value,analyzes the choice of the strength coefficient of clothing brand,defines the research direction of brand evaluation mode,explains the construction of clothing brand evaluation model,and discusses the influential factors of brand value evaluation model.Overall,it is considered a reference for apparel brand value evaluation.