Proceedings of the 2017 International Conference on Society Science (ICoSS 2017)

A Study on the Evaluation and Promotion of the Brand Value

Authors
Xueli Yang, Yu Bai
Corresponding Author
Xueli Yang
Available Online April 2017.
DOI
10.2991/icoss-17.2017.9How to use a DOI?
Keywords
Brand; Brand value; Brand value evaluation; Interbrand model; Brand value promotion
Abstract

As the development of economic, consumers would identify and select a product or service according to the brand, and also they could show their own tastes, values and emotional orientations via the brand. Companies could express enterprise management conception, emotional value relying on the brand. Therefore, the competition between enterprises has gradually from product competition, price competition and advertisement competition to brand competition at present. Brand represents not only the strength, position, business, product or service of an enterprise, also became an intangible assets of business in consumers' mind. At first, this paper introduces the connotation of the brand and the brand value in the first place. Second, a detailed description of the Interbrand method of brand value assessment method. Finally put forward some Suggestions to enhance the brand value. As a special kind of intangible assets, the brand plays a vital role in the process of creating profits. The brand also allows consumers to distinguish between similar products, and reduce their risk of purchase. Brand value evaluation helps enterprises understand their own bands, so that enterprises can take reasonable and effective measures of brand management to enhance their competitiveness, to create greater benefits.

Copyright
© 2017, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2017 International Conference on Society Science (ICoSS 2017)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
April 2017
ISBN
10.2991/icoss-17.2017.9
ISSN
2352-5398
DOI
10.2991/icoss-17.2017.9How to use a DOI?
Copyright
© 2017, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Xueli Yang
AU  - Yu Bai
PY  - 2017/04
DA  - 2017/04
TI  - A Study on the Evaluation and Promotion of the Brand Value
BT  - Proceedings of the 2017 International Conference on Society Science (ICoSS 2017)
PB  - Atlantis Press
SP  - 44
EP  - 49
SN  - 2352-5398
UR  - https://doi.org/10.2991/icoss-17.2017.9
DO  - 10.2991/icoss-17.2017.9
ID  - Yang2017/04
ER  -