摘要
Abstract
At present,the financing,investment and sales of the real estate market have declined in depth,and consumer psychological expectations have declined sharply.How to rebuild consumer confidence has become the key issue of brand value evaluation.Take Vanke as an example,based on the traditional Interbrand model,combined with the current background of the real estate,the brand risk management and control ability is added to the brand strength index system,and the traditional expert scoring method is replaced by consumer questionnaires.The results show that in the downturn of the real estate industry,the improvement of risk prevention and control ability can create excess returns and establish a good corporate image;the enterprise brand risk prevention and control ability can affect the brand strength,thus enhancing the brand value;under the current environment,the introduction of consumer perspective for brand value evaluation has guiding significance for real estate enterprises and consumers.关键词
消费者视角/品牌价值评估/Interbrand模型/风险防控能力Key words
consumer perspective/brand value evaluation/Interbrand model/risk prevention and control ability分类
管理科学
