The Evaluation System Research of Brand Equity Value in Chinese Forestry Enterprises

To evaluate the brand value of an enterprise is the foundation of managers to make a brand strategic decision, and is the basis of customers to judge the brand's strength and decide if he might be the brand loyalty customer. Based on value structure theory, the developing trend of our society, and the different characteristics of different industries, this paper made a deep analysis of our forestry enterprise's brand value, and analyzed the weakness of some evaluation methods which are used popularly, then established a new evaluation system which suits to the forestry enterprises in China.