This paper generally analyzes the current international and domestic brand evaluation theory on brand value. Starting from the most basic assessment of object analysis, it analyzes the current methods of brand evaluat...This paper generally analyzes the current international and domestic brand evaluation theory on brand value. Starting from the most basic assessment of object analysis, it analyzes the current methods of brand evaluation and its focus, and then analyzes the actual operation of the most authoritative international brand evaluation agencies - Interbrand, to conduct a detailed research and analysis. Based on this, combining with the current situation of China fashion brand market, it re-summaries the evaluation parameter respectively, from the short-term brand strength factors, to the long-term brand benefit and consumer factors, in order to establish a new evaluation frame fit for China fashion industry.展开更多
文摘This paper generally analyzes the current international and domestic brand evaluation theory on brand value. Starting from the most basic assessment of object analysis, it analyzes the current methods of brand evaluation and its focus, and then analyzes the actual operation of the most authoritative international brand evaluation agencies - Interbrand, to conduct a detailed research and analysis. Based on this, combining with the current situation of China fashion brand market, it re-summaries the evaluation parameter respectively, from the short-term brand strength factors, to the long-term brand benefit and consumer factors, in order to establish a new evaluation frame fit for China fashion industry.
