品牌是一个企业最重要的无形资产,但在讲究实际利益的商业活动中,如何测量一个品牌的价值却是一件令人困扰的事。本文借鉴|NTERBRAND品牌评估的思想,结合江苏市场的实际情况,从市场占有率、覆盖率、品牌传播力、知名度、美誉度、增长速度等六个维度对活跃在江苏市场的微波炉品牌进行强度测试,以此测算出这些品牌的强度与价值。 Brand is the most important intangible asset of an enterprise. However, it is troublesome to measure the value of a brand in commercial activities that pay attention to actual interests. Based on the thought of NTERBRAND brand appraisal and the actual situation of Jiangsu market, this article makes an intensive test on the brand of microwave oven active in Jiangsu market from the six dimensions of market share, coverage, brand communication, reputation, reputation and growth rate , In order to measure the strength and value of these brands.