Lin Wang is the Vice President and Deputy Secretary-General of China Association for Quality. She holds a Master’s degree and is a Senior Engineer, focusing on quality and brand management. Lin Wang has led major research projects and published extensively in core journals and international conferences, contributing significantly to branding standards and corporate brand development in China.

Title of the Presentation:   Research and Application of the Enterprise Brand Value Evaluation Model

Key words: Digital Economy, Brand Value Evaluation, Artificial Intelligence, Data-driven, Corporate Brand, China Association for Quality, Innovation

Key message:  China Association for Quality has developed China’s first AI-powered brand value evaluation model, offering a data-driven, innovative approach to help enterprises identify key drivers of brand value and enhance brand building in the digital economy era.

To better identify the drivers of brand value in the digital economy, China Association for Quality (CAQ) has developed China’s first AI-powered brand value evaluation model. Based on an income approach, the model features a three-dimensional indicator system—excess returns, brand impact, and brand strength—and addresses issues like data quality, industry relevance, and evaluation cost through innovative technology. This transition from experience-driven to data-driven brand evaluation helps enterprises strengthen brand building, innovation, ESG performance, transparency, and global influence. CAQ has already applied this model to assess Chinese enterprise brands.