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本文梳理了目前国内外来自企业外部社会公众的企业品牌价值评价方法,并按照学者团队评价和第三方机构评价两大评价主体进行了综述。第三方机构评价在方法上相对比较成熟,因此在实践中影响比较大。而学者团队评价则强调评价方法的科学性和评价模型的合理性,在实践中由于实施难度较大而未能得到广泛应用。未来的研究应重点关注在实践中如何验证学者团队在评价方法研究领域的成果,提高品牌价值的可靠性。
This paper reviews the current domestic and foreign enterprises from outside the corporate social value of the corporate brand value evaluation methods, and in accordance with the scholar team evaluation and third-party evaluation of the two major institutional bodies are reviewed. Third-party evaluation agencies in the method is relatively mature, so the impact in practice is relatively large. However, the scholar team evaluation emphasizes the scientificness of the evaluation method and the rationality of the evaluation model, which is not widely used in practice because of the difficulty of implementation. Future research should focus on how to validate the results of scholarly teams in the field of evaluation method research in practice and improve the reliability of brand value.