Analysis on the brand value measurement of Guizhou Moutai's geographical indication
2025
WANG Kai, LUO Dan, TONG Jun
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.
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