METHOD OF EVALUATING BRAND VALUE USING SUBSTANTIAL VALUE-ORIENTED METHOD

摘要

Disclosed is a method for evaluating a substantial value-oriented brand value. The method, which is provided to evaluate a value of a subject brand using an online server, includes: an economic value added (EVA) calculation step of estimating and calculating an EVA of a prediction year for a corresponding company; an index calculation step of separately calculating a brand power index which is an evaluation index relatively compared with other brands in the corresponding industry to which the subject brand pertains, and a brand contribution index which is a brand influence index of the corresponding industry relatively compared with other industries; a contribution rate calculation step of calculating a brand contribution rate by multiplying the brand power index and the contribution index; a brand profit calculation step of multiplying the brand contribution rate with the EVA of the prediction year to calculate brand profits of the prediction year for the subject brand; a discount rate calculation step of calculating a discount rate to convert a future value to a value of a current point, wherein the discount rate includes an intrinsic brand discount rate which gets smaller as the brand power index gets greater; and a brand value calculation step of calculating the brand value of the prediction year based on the current point by applying the discount rate to the brand profits of the prediction year.