品牌價值评估的标准化-20121128.docVIP

品牌价值评估的标准化 张喜元 (上海市标准化研究院，上海 200031) 【摘要】在经济全球化的时代，品牌已经成为企业核心竞争力的重要标志和企业价值的重要组成部分，品牌价值以并购溢价的形式显著体现。发布品牌价值排行榜活动中的不公正行为会扰乱市场秩序，品牌价值评估标准化将有利于规范品牌价值评价活动，推进自主品牌建设。 [Standardization of Brand Valuation; ZHANG Xiyuan; Shanghai Instititue of Standardization; Shanghai 200031] Abstract：In the era of economic globalization, brands have become important symbols of the enterprises core competitiveness and an important component of enterprise value. Brand value can be observably reflected in the form of the acquisition premium. The injustice brand value ranking would disrupt the market order, and standardi