Research on the Brand Asset Valuator.docVIP

 PAGE \* MERGEFORMAT 14 Research on the Brand Asset Valuator First, assess the significance of brand equity Since the 80s, the Western marketing community a widespread concept of ‘brand equity’ (Brand Equity), it thought the old brand to a new heights. Brand equity as the company’s most valuable asset, but also a kind of intangible asset, brand equity evaluation to become a major focus of attention, a large number of relevant studies started, the International has been the formation of the two authorities, published annually or every two years a global brand assessment report, has been widely attention. In recent years, more and more enterprises begin to use the brand equity for financing. Brand Asset Valuator enables corporate balance sheet structure is more robust. Balance sheet, bank loans, the stock market basis. Assessment of the brand equity of the brand, enabling companies to reduce debt, significantly reduced the proportion of loans, showing assets of the guarantee better access to bank loans, the possibility of large greatly increased. To assess the brand equity also has some significance below. First of all, Brand Asset Valuator is the brand mergers, acquisitions and joint venture requirements. The recent rise of the brand mergers, acquisitions boom, making many companies aware of the value of existing brand assets to better grasp is necessary for mergers, acquisitions corporate brand value is equally important to grasp. The continual emergence of joint ventures resulted in the traditional view that a joint brand name can not be combined. Second, brand equity evaluation will help improve the efficiency of management decision-making. Although there are favorable corporate image assets to shareholders, however, is not possible to assess the performance of brand management. To the company after an assessment of the value of each brand is conducive to the company’s brand marketing and management personnel to make informed investment decisions, rational