In the late 1980s, the development of transportation, communication and network promoted the circulation of goods and the prosperity of the market, the improvement of marketing efficiency, the acceleration of economic scale and the intensification of brand competition. The enterprise's living environment has undergone significant changes, enterprises are facing new threats, at any time by the rest of the world market or other brands of the impact. And economic and technological development and promote the brand to the global competitive situation forward, so the global brand mergers, acquisitions, joint ventures and the rise of the boom. This makes many companies realize that not only need to better grasp the value of the assets of existing brands, but also need to better grasp the mergers, acquisitions and joint venture brand value of assets. At the same time, product differentiation is lack of reliability, durability, low efficiency of advertising, which makes many companies want to change the structure of brand spending, looking for quantitative methods to improve brand image and consumer loyalty. For these reasons, the major companies began to gradually pay attention to the value of the brand value of the assessment.

   The initial brand assessment is the defense measures taken by the company to improve the bad balance sheet. But we soon realized that the brand assessment is not only important, but also necessary, it can give enterprises and the development of the brand to bring a lot of benefits, with constructive significance: First, the brand evaluation can make the enterprise balance sheet structure more sound. By the brand of assets, so that the proportion of corporate debt and loans to reduce the assets of the assets of the guarantee is better, the possibility of access to bank loans will be greatly improved. Second, to improve investor confidence, brand assessment can make the financial, stock market, the overall strength of the enterprise have a more correct view, in order to improve investor confidence, encourage investors to actively participate. Third, is conducive to the rational allocation of resources. Evaluation of the value of the assets of the brand is conducive to the senior management and marketing staff to make a wise decision on the development of brand investment, rational allocation of resources, improve the utilization of resources and reduce investment waste. Fourth, motivate internal staff. Brand value not only to the outside of the brand to convey the health and development of the brand, but also to internal staff to convey corporate beliefs, so that employees understand the value of their own brands and the strength of enterprises and enhance staff confidence. Fifth, improve corporate reputation. The biggest role of brand assessment is to improve corporate reputation, so that enterprises more attractive. Brand assessment can tell people how much the value of the brand, in order to show their brand in the market's prominent position. If the company is willing to sell, you can raise the asking price. Sixth, to stimulate brand promotion and consumption. After the brand has been evaluated, many media will be competing to advertise. Consumers understand the brand strength, will also increase the loyalty of the brand, resulting in new consumer desire. Seventh, help to get rid of competitive attacks and malicious mergers attempt.