基于消费者态度的品牌资产评估方法构建

Method of brand assets evaluation based on considering consumer's attitude

品牌是企业重要的无形资产 ,对品牌资产价值进行客观而科学的评估 ,有利于企业合理地配置资源并进行有效的品牌资产管理 .目前品牌价值的评估方法 ,大多是通过企业已有的财务资料来估计品牌的价值 ,它们考虑的仅是品牌的投入和产出这两头 ,忽视了品牌发挥作用的中间过程 .基于消费者的态度 ,在分析品牌资产价值形成机理基础上 。

Brand is an important invisible assets of the enterprise. The objective scientific evaluation of brand assets is beneficial to manage brand assets and allocate resources. The current evaluation method of brand value is through financial data provided by the enterprise and this neglects the process in which brand plays an important part due to only considering input and output of a brand. This paper puts forward the intensity factor method of brand assets evaluation, based on the brand assets value from the customer's attitude.