品牌资产作为企业无形资产的重要组成部分,对品牌资产进行清楚透彻的分析是十分有必要的。完善的品牌资产数据可以帮助企业高层对目前的状况做出正确的判断。为了正确的评估品牌的品牌价值,使得评估的结果全面、完整、真实和公允的反映出评估的结果,企业应当选择合理的品牌资产评估方法。本文基于基于interbrand法的品牌资产评估方法,在其计算原理的基础之上进行改进,提高企业评估其品牌资产时的准确性和实用性。 Brand assets as an important part of an enterprise’s intangible assets, a clear and thorough analysis of brand equity is very necessary. Perfect brand equity data can help executives make the right judgments about the current situation. In order to correctly evaluate the brand value of the brand, the result of the evaluation is fully, completely, truly and fairly reflected in the assessment result. The enterprise should choose a reasonable brand equity assessment method. Based on the method of interbrand method of brand equity assessment, this paper improves on the basis of its calculation principle to improve the accuracy and practicability of enterprises in evaluating their brand equity.