Interbrand品牌评估法

Interbrand(BrandEquity),,,,,,,,,Inter-brand(),Interbrand,,,Interbrand,,,,,,,,,,,,,,,,,,37;:,,,,,Interbrand,,,,,,;,,1计算品牌价值1品牌价值品牌未来收益贴现率品牌强度分析品牌作用沉淀收益分析财务分析市场分析品牌分析,,(ResidualEarnings),,,,:,,,,,,,,,,,,,,,,,,,,Inter-brand,,Interbrand38,,,Interbrand,,,,,,35,,,,,Interbrand:,,,,,,,,,,,,,,,,Interbrand2,,InterbrandS(2),,100,5%,0,,,,,,3Interbrand:(0);;,0;;75%;15%;53,5152.4,5135.3,,287.7392Interbrand品牌强度层面最高得分市场性质10稳定性15市场地位25品牌趋势10品牌支持10行销范围25品牌保护15合计1002S3Interbrand:(单位:万元)年　份前年去年第0年第1年第2年第3年第4年第5年净销售额440.0480.0500.0520.0550.0580.0620.0650.0营运收益66.072.075.078.082.587.093.097.5使用的有形资产220.0240.0250.0260.0275.0290.0310.0325.0有形资产计提收益(5%)11.012.012.513.013.814.515.516.3无形资产收益55.060.062.565.068.872.577.581.3品牌收益(占无形资产收益的75%)41.345.046.948.851.654.458.160.9税率33%33%33%33%33%33%33%33%税后品牌收益27.630.231.432.734.536.438.940.8贴现率15%贴现因子1.01.151.321.521.752.01现值现金流31.428.426.124.022.320.3到第5年时品牌152.4所创造的价值第5年后品牌残值135.3品牌总价值287.740Interbrand,,:,,,,S,,,S,,,,,Interbrand,,Interbrand,,Interbrand,,,,,,,,,Interbrand,,,,Interbrand,,,,,,,,Interbrand,,,Interbrand41