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Author(s): |
Maoqin Gan, Business School, Central South University, Changsha, China, 410083;2Business School, Central South University of Forestry and Technology, Changsha, China, 410004
Jin Ye, Business School, Central South University of Forestry and Technology, Changsha, China, 410004 |
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Abstract: |
The globalization of enterprises and the internationalization of brands are inseparable. Nowadays,with the rapid development of economic globalization and intensified international competition, to quicken the development of international famous brands is very important for improving enterprises’ international competitive power. However, how to evaluate the international famous brands scientifically has become the primary consideration of cultivating international brands. Based on the perspective of brand value, this article proposes innovative understanding of the connotation of international famous brands, classifies the factor structure of the international brand value, builds an evaluation indicator system of value model on international brand, analyzes the international brand value quantitatively with the multi-level fuzzy evaluation model,and verifies the model combined with an example.
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