PROBLEMS AND IMPROVEMENTS FOR THE METHODS OF BRAND VALUATION
the global market has entered the age of brand competition.Enterprises have realized the great value of brand from the new competition pattern and regarded it as an important part of their own intangible assets.It has become a concerning focus both in academia and industry as to how to evaluate the brand value so as to make various kinds of firms c realize the brands comprehensive strength and work out relative management strategies.Some well-known financial institutions and business journals have begun to announce the data of brand valuation.Some scholars have begun to make deep study in this field as well.Generally speaking,the brand valuation has been studied for two decades and even more in the western world,while our country introduced this concept in the 1990s.However,the meanings and complements of the brand value vary from diverse perspectives; thus,there is no unified standard or system for the value of brand and its valuation methods.Diverse methods will be given according to varied purposes,personal backgrounds,and different meanings.
Brand Value Valuation Value Method Interbrand Method Improvements For Valuation Method
Chi Mingyun Fengfu Xu
Foreign Language School Shandong Institute of Business and Technology Yantai,264005,China School of accounting Shandong Institute of Business and Technology Yantai,264005,China
国际会议
青岛
英文
707-709
2012-07-20（万方平台首次上网日期，不代表论文的发表时间）