Abstract
Market competition has entered into the era of brand competition with economic growth. Brand evaluation represents an important approach for brand management and value enhancement. In this paper, an analysis was made, based on the triangular fuzzy matrix game theory, on the profits and losses incurred by participating enterprises and evaluating institutions due to their adoption of different game strategies. The applications of triangular fuzzy matrix game theory were expanded to the brand valuation field, and a theoretical method for evaluating the current evaluation models was proposed.
Highlights
A great brand can help the enterprise sell products, seize the market and reduce the risk of consumers when purchasing products
The applications of triangular fuzzy matrix game theory were expanded to the brand valuation field
The game problem in brand valuation where profits and losses are given in the form of triangular fuzzy number was studied
Summary
A great brand can help the enterprise sell products, seize the market and reduce the risk of consumers when purchasing products. As an important part of brand management and a significant indicator for strategic performance of brand, brand valuation can effectively reflect the market status of a brand and provide a reference for the future development policy-making by the enterprise and guide consumers to make purchase in a rational manner. The limited cognition of mankind and incomplete information during the brand valuation may impact on the accuracy of the profits and losses predicted and judged by the participating enterprise and the evaluating institution in advance. In this paper, the triangular fuzzy numbers were used to indicate the profits and losses that are difficult to be expressed when the parties adopted different strategies.
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