Interbrand Brand Assessment Act Review.docVIP

 PAGE \* MERGEFORMAT 16 Interbrand Brand Assessment Act Review Western brands or brand equity (Brand Equity) There are two basic orientation of the assessment. First, focus on the assessment of brand strength from the consumer point of view, that is what the brand position in the minds of consumers. For example, the consumer brand familiarity, loyalty, quality perception degree of consumer brand associations and so on. From this point of assessment brand, the main purpose is to identify areas in which the brand is strong, what a weak position, and then implement effective marketing strategies accordingly to increase the brand’s market power or market position. Marketing of Western academia, focused primarily on assessment of the brand from this point of view. Another brand evaluation approach is to focus on from the company or financial point of view, giving the brand a certain value. The company’s mergers and acquisitions, trademark licensing and licensing, joint venture negotiations, tax paying, trademark infringement claims, and many other occasions, involve or require the brand price is right. For this need, many companies have set foot in the brand asset valuation assessment, and develop from a variety of assessment methods. Among them, based in London Interbrand Corporation (domestic, some scholars translated into Intel products company) can be described as a pioneer in the brand evaluation, its methodology advocated by Interbrand brand assessment practice has been more extensive use. This approach although there are also problems and limitations, but in view of its influence, as well as many domestic trademark of rating agencies do not quite understand it right, in this to make some introduction and evaluation, assessment of domestic brands want to promote the development of the industry have been helpful. 1, the basic idea Interbrand method of a basic assumption is that the reason why the brand is to create brand value failure to pay the cost, not en