there are four popular brand value evaluation methods, namely, market structure model method, Kemin model method, Interbrand model, and Thousand Brands model.

there are many ways to evaluate the brand value of a trademark, such as cost, market and income. However, for the brand value of enterprise trademarks, the most commonly used way is revenue. When measuring the brand value of enterprise trademarks, two factors, brand revenue and brand strength, are usually considered comprehensively. The method of evaluation and calculation is usually the discount method of brand excess revenue, that is, the excess revenue of enterprises for different industries is calculated according to the characteristics of different industries, so as to calculate the value proportion created by brands in enterprise revenue.

how to calculate the brand value evaluation?

different countries and institutions have different understandings of brand value, and the evaluation models and methods of brand value are different, which can be divided into four types according to different emphasis angles.

1. characteristics of financial factor evaluation method: brand value is a part of intangible assets of the company and a concept of accounting significance. The representative methods are historical cost method, replacement cost method, market price method and income method.

2. Evaluation method of financial factor+market factor Features: Brand value is the discount of brand's future income. Therefore, the traditional financial method is adjusted and the market performance factor is added. The representative method is brand strength method.

3. Characteristics of financial factor+consumer factor evaluation method: Brand value is the extra cost that consumers are willing to pay for a brand compared with similar brands without brand value or competition. The representative methods include premium method, price compensation model and joint analysis method.

4. Evaluation method of consumer factor+market factor Features: Brand value is the degree of relationship with consumers, focusing on the operating mechanism and real driving factors of brand value. The methods represented by this are Dentsu model, brand value trend model and ten elements model of brand value.