The Empirical Study on the OTC Brand Assets Value Evaluation

摘要：

Because of its intangibility, the brand assets is more difficult to be measured than the tangible assets. This paper puts up to use the Consumptiondriven identity evaluation method to evaluate the brand assets value, while serving the brand evaluation methods existing in our country and other foreign countries as connection, referring to the customer value brand evaluation method and the loyalty factor brand evaluation method. The method introduces the factor of Consumption-driven intensity and analyzes it mathematically. At the same time, it selects the representative OTC as the studying object, to build up the bridge between the evaluation model and consuming products brand evaluation. Finally this paper empirical studies the OTC brand assets value evaluation model.

关键词： Brand Value Consumption-driven Brand Evaluation OTC

作者: SUN Wei

作者单位: School of Automobile, Changan University, Xian, P.R.China, 710064

会议类型: 国际会议

会议名称: 2010 International Conference on the Development of Small and Medium-sized Enterprises(2010年小型及中小型企业发展国际会议)

会议地点: 海口

会议语种:英文

页码: 298-302

在线出版日期: 2010-11-26（万方平台首次上网日期，不代表论文的发表时间）