Intangible cultural heritage enterprises have geographical, cultural and technical\ncharacteristics. Different from other general enterprises, its brand has a\nprofound traditional cultural intrinsic. Therefore, when companies undertake\ngreater responsibility to protect and inherit it, they should also consider how to\nuse and develop resources to increase their brand value. The article quantitatively\ncalculated and analyzed the brand value of an enterprise based on an accounting\nperspective. Taking the Chinese medicine industry as an example, the\narticle selected the financial data of three brands, namely Tong Ren Tang, Dong\nE-Ejiao, and Yunnan Baiyao, as the calculation basis. We use the improved â??Interbrand\nassessment modelâ? to identify existing weaknesses in the relatively\nweak brand companies and find common and individual problems, such as low\nlevels of management, difficulty in cost control, small profit margins, and easily\ndamaged brand images. Finally, we will provide countermeasures to enhance\nthe brand value of intangible cultural heritage companies from increasing effective\ninvestment, effectively controlling costs, increasing profits through innovation,\nand strengthening cooperation with various organizations of society.
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