Author(s)

Linhong Hu ¹, Xinyu Liu ¹, Yiting Yao ¹, Haijun Kang ¹, Fengguan Wang ²

Affiliation(s)

¹ School of Finance and Accounting, Fuzhou University of Foreign Languages and Trade, Fuzhou, Fujian, 350002, China
² Fujian Jianke Real Estate Stock Price Co., LTD, Fuzhou, Fujian, 350002, China

Corresponding Author

Linhong Hu

ABSTRACT

With the development of the national structural reform, the competition of sports brands in the international market share is becoming more and more fierce, and the consumption trend of consumers has formed an inseparable relationship with the brand value. The brand not only reflects the image and core competitiveness of the country, but also represents the development status of national enterprises. The enterprise brand value evaluation is paid more and more attention in the asset evaluation industry, and the enterprise brand value evaluation business also appears more in the asset evaluation practice. Because China's market development is relatively late compared with other countries, people's brand awareness is relatively shallow, so China's enterprise brand value research still needs to be more thorough. This paper takes Anta Company as the evaluation object, based on the questionnaire scoring method, combined with the improved Interbrand model, determines the indicators in the model, and evaluates the value of Anta brand under the assumption of continuous operation. When evaluating the value of Anta brand, through big data mining, screening and analysis of the required data, brand income, brand function index and brand strength coefficient are formed, which can make enterprises better understand their own situation and strengthen their brand building.

KEYWORDS

Brand Value Evaluation, Interbrand Model, Big Data Era

CITE THIS PAPER

Linhong Hu, Xinyu Liu, Yiting Yao, Haijun Kang, Fengguan Wang, Research on Brand Value Evaluation Based on Interbrand Model in the Era of Big Data—Taking Anta as an Example. Industrial Engineering and Innovation Management (2023) Vol. 6: 127-134. DOI: http://dx.doi.org/10.23977/ieim.2023.060918.

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