A Study on the Evaluation and Promotion of the Brand Value
- DOI
- 10.2991/icoss-17.2017.9How to use a DOI?
- Keywords
- Brand; Brand value; Brand value evaluation; Interbrand model; Brand value promotion
- Abstract
As the development of economic, consumers would identify and select a product or service according to the brand, and also they could show their own tastes, values and emotional orientations via the brand. Companies could express enterprise management conception, emotional value relying on the brand. Therefore, the competition between enterprises has gradually from product competition, price competition and advertisement competition to brand competition at present. Brand represents not only the strength, position, business, product or service of an enterprise, also became an intangible assets of business in consumers' mind. At first, this paper introduces the connotation of the brand and the brand value in the first place. Second, a detailed description of the Interbrand method of brand value assessment method. Finally put forward some Suggestions to enhance the brand value. As a special kind of intangible assets, the brand plays a vital role in the process of creating profits. The brand also allows consumers to distinguish between similar products, and reduce their risk of purchase. Brand value evaluation helps enterprises understand their own bands, so that enterprises can take reasonable and effective measures of brand management to enhance their competitiveness, to create greater benefits.
- Copyright
- © 2017, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Xueli Yang AU - Yu Bai PY - 2017/04 DA - 2017/04 TI - A Study on the Evaluation and Promotion of the Brand Value BT - Proceedings of the 2017 International Conference on Society Science (ICoSS 2017) PB - Atlantis Press SP - 44 EP - 49 SN - 2352-5398 UR - https://doi.org/10.2991/icoss-17.2017.9 DO - 10.2991/icoss-17.2017.9 ID - Yang2017/04 ER -