Frank Chen- Interbrand how to quantify brand value.docVIP

 PAGE \* MERGEFORMAT 11 Frank Chen: Interbrand how to quantify brand value For the Harley-Davidson fans, this brand has become a part of their lives, perhaps only a Harley-Davidson motorcycle manufacturer bankruptcy, in order for them to think of giving up. A similar situation also exists in the Nike consumer. From this perspective, the brand is an objective exists, it must give rise to associations of consumers, good or bad. Therefore, the crux of the problem is: How conscious dissemination and promotion of the brand. Enterprises can manage the creation of brand value, consumer associations, but also by leveraging consumer associations to manage their purse strings. Global consumer trends have changed from a product-oriented experience-oriented, the challenges facing businesses today is how to provide a unique consumer experience, not only to let the customer satisfaction and win consumer loyalty, but also opened the competition behind. The brand is building an important element of this competitive edge. Interbrand was founded in England in 1974, its work will be closely linked with the brand. Interbrand claim to fame, in large measure because it was every year in the ‘Business Week’ published ‘the world’s 100 most valuable brand’ Awards. The brand value of this quantitative method was first formed in 1987, a company in the malignant process of evaluating mergers and acquisitions in the incident, Interbrand and the London Business School, co-founded the right to conduct an objective assessment of the brand’s models, this model has been in use So far, the world’s most recognized and usage of the brand valuation method. Brand value equation Brand is the company’s most important intangible assets, this concept has been accepted for many companies, but, in the practical business activities, the value of the brand is there, how to quantify the value of the brand has always been a difficult issue. ‘Brand value would be difficult to quantify the work of the rich