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品牌战略已上升为国家战略,而品牌建设的推动离不开品牌评价工作。通过变异系数法和相对偏差矩阵,对现有品牌评价工作所依据的重要标准GB/T29188-2012多周期超额收益法中评价指标权重的计算方法进行了探索,并使用制造业和金融业下属的48个品牌数据对该方法进行了验证,结果证明了该方法具有科学性及合理性。
Brand strategy has risen to a national strategy, and brand building can not be separated from brand evaluation. Through the method of coefficient of variation and relative deviation matrix, this paper explores the calculation method of the weight of evaluation index in the multi-period excess return method of GB / T29188-2012, which is an important standard for the evaluation of existing brands, and uses the method of manufacturing industry and financial subordinate This method is validated by 48 brand data, and the result proves the method is scientific and reasonable.