Luxury Brand Value Evaluation Method Based on Fuzzy Comprehensive Evaluation

Abstract

How to accurately evaluate luxury brand value is of great importance for luxury product promotion, therefore, in this paper, we propose a novel luxury brand value evaluation method. Firstly, we construct an index system for luxury brand value evaluation, and it contains four main parts: 1) Brand market value, 2) Brand consumer value, 3) Brand environmental value, and 4) Brand quality and technological innovation value. In addition, 17 factors used to cover all influence elements for luxury brand value evaluation. Secondly, we propose a hybrid AHP-Fuzzy Comprehensive Evaluation Model to estimate luxury brand value. Finally, experimental results demonstrate that the proposed can evaluate luxury brand values with high accuracy.