Brand Equity Valuation: an Optimized Interbrand Model which is Based on the Consumer Perspective

摘要

Because of the concept of the brand equity is defined ambiguously in the scientific literature and defined from different perspectives, there are a variety of methods. The goal of the paper is to build an optimized Interbrand model which is based on the consumer perspective of brand equity. In this paper, by analyzing the Interbrand brand equity evaluation model and finding the defect of the model, we constructed a comprehensive model of brand equity evaluation which we believe is capable of both estimating the brand equity more accurately and showing the sources of brand equity, and then, taken Haier brand as an example to make an empirical analysis of the optimized model. The empirical result show that the evaluation of results compares to the Interbrand model is more objective and comprehensive.