Analysis on the brand value measurement of Guizhou Moutai's geographical indication
This study focuses on the geographical indication brand of Guizhou Moutai, and its brand value was measured and analyzed through the improved Interbrand model, aiming at providing theoretical support and practical reference for the construction and management of geographical indication brands of alc...
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| Format: | Article |
| Language: | English |
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Editorial Department of China Brewing
2025-01-01
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| Series: | Zhongguo niangzao |
| Subjects: | |
| Online Access: | https://manu61.magtech.com.cn/zgnz/fileup/0254-5071/PDF/0254-5071-2025-44-1-303.pdf |
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| author | WANG Kai, LUO Dan, TONG Jun |
| author_facet | WANG Kai, LUO Dan, TONG Jun |
| author_sort | WANG Kai, LUO Dan, TONG Jun |
| collection | DOAJ |
| description | This study focuses on the geographical indication brand of Guizhou Moutai, and its brand value was measured and analyzed through the improved Interbrand model, aiming at providing theoretical support and practical reference for the construction and management of geographical indication brands of alcohol. Based on literature review and empirical analysis, combined with financial perspective, market perspective and consumer perspective, an evaluation system including expected benefits, brand effect index, consumer premium index and brand multiplier was constructed. Through questionnaire survey, expert scoring and multiple linear regression method, the brand value of Guizhou Moutai geographical indication was measured to be 133.848 billion RMB. The study found that geographical indications made a significant contribution to brand value, but the management system and consumer awareness still need to be improved. The research not only provided a new methodology for the value evaluation of geographical indication brands, but also provided a feasible way to enhance the market competitiveness and cultural influence of geographical indication brands. |
| format | Article |
| id | doaj-art-3bbc6dc5734c4eecbc6b71deaf1312b7 |
| institution | DOAJ |
| issn | 0254-5071 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Editorial Department of China Brewing |
| record_format | Article |
| series | Zhongguo niangzao |
| spelling | doaj-art-3bbc6dc5734c4eecbc6b71deaf1312b72025-08-20T02:47:05ZengEditorial Department of China BrewingZhongguo niangzao0254-50712025-01-0144130330610.11882/j.issn.0254-5071.2025.01.045Analysis on the brand value measurement of Guizhou Moutai's geographical indicationWANG Kai, LUO Dan, TONG Jun01. School of Economics and Management, Hubei Engineering University, Xiaogan 432100, China; ;2. Department of Business Administration, Moutai Institute, Zunyi 564500, ChinaThis study focuses on the geographical indication brand of Guizhou Moutai, and its brand value was measured and analyzed through the improved Interbrand model, aiming at providing theoretical support and practical reference for the construction and management of geographical indication brands of alcohol. Based on literature review and empirical analysis, combined with financial perspective, market perspective and consumer perspective, an evaluation system including expected benefits, brand effect index, consumer premium index and brand multiplier was constructed. Through questionnaire survey, expert scoring and multiple linear regression method, the brand value of Guizhou Moutai geographical indication was measured to be 133.848 billion RMB. The study found that geographical indications made a significant contribution to brand value, but the management system and consumer awareness still need to be improved. The research not only provided a new methodology for the value evaluation of geographical indication brands, but also provided a feasible way to enhance the market competitiveness and cultural influence of geographical indication brands.https://manu61.magtech.com.cn/zgnz/fileup/0254-5071/PDF/0254-5071-2025-44-1-303.pdfgeographical indication brand|guizhou moutai|brand value evaluation|interbrand model |
| spellingShingle | WANG Kai, LUO Dan, TONG Jun Analysis on the brand value measurement of Guizhou Moutai's geographical indication Zhongguo niangzao geographical indication brand|guizhou moutai|brand value evaluation|interbrand model |
| title | Analysis on the brand value measurement of Guizhou Moutai's geographical indication |
| title_full | Analysis on the brand value measurement of Guizhou Moutai's geographical indication |
| title_fullStr | Analysis on the brand value measurement of Guizhou Moutai's geographical indication |
| title_full_unstemmed | Analysis on the brand value measurement of Guizhou Moutai's geographical indication |
| title_short | Analysis on the brand value measurement of Guizhou Moutai's geographical indication |
| title_sort | analysis on the brand value measurement of guizhou moutai s geographical indication |
| topic | geographical indication brand|guizhou moutai|brand value evaluation|interbrand model |
| url | https://manu61.magtech.com.cn/zgnz/fileup/0254-5071/PDF/0254-5071-2025-44-1-303.pdf |
| work_keys_str_mv | AT wangkailuodantongjun analysisonthebrandvaluemeasurementofguizhoumoutaisgeographicalindication |