Abstract
In this paper, the measurement model of export product brand value index is established, and China's export product domestic brand value is measured. It is found that, from 2001 to 2010, China's export product domestic brand value index indicates a rising trend in general. Nevertheless, domestic brand value indexes of export products from various industries have major differences. Meanwhile, China's export product domestic brand value index, which is obviously lower than brand value of China's all export products, is generally low. The reason is that processing trade export and international brand product export of exclusively foreign-owned enterprise helps increase the brand value index of China's export product, leading to overestimation of brand value of China's export product, so that the reality of low brand value of China's domestic export product is covered.
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