Brand Value Evaluation Model Based on Customer Perception

摘要

Brand value not only can help enterprises increasing financial benefits, but also can benfit enterprises on building reputations. The paper started from introducing the origin of brand value, reviewed three different statements of brand value, analysed three classic brand valuation methods, and constructed a new brand evaluation model based on customer perception, combining with customer perception theory.Finally, the paper refined main parameters of the new model and explained the three dimensions and seven factors of the brand value multiplier.