【摘要】 随着我国经济快速发展,企业的市场竞争逐渐偏向于品牌的竞争,品牌作为一项无形资产,可以给企业带来一定的优势以及经济利益。我国品牌价值评估起步晚,发展相对落后,如何对品牌价值进行评估,是企业的客观需求。因此,对品牌的内涵进行了界定,并阐述了品牌价值的内涵,总结了一系列品牌价值的评估方法,希望能给企业品牌价值评估以参考。更多还原

【Abstract】 With the rapid development of China’s economy,the market competition of enterprises gradually tends to the brand competition.As an intangible asset,brand can bring certain advantages and economic benefits to enterprises.China’s brand value evaluation started late and developed relatively backward.How to evaluate the brand value is the objective demand of enterprises.Therefore,this paper defines the connotation of brand,expounds the connotation of brand value,and summarizes a series of evaluation methods of brand value,hoping to provide reference for enterprise brand value evaluation.更多还原