يك مدل كمي ارزيابي ارزش ويژه نام و نشان تجاري محصولات با استفاده از تكنيك هاي تحليل شبكه اي فازي-تحليل پوششي داده ها برمبناي رويكردكارت امتيازي متوازن

A Quantified Model for Evaluating the Brand Equity of Products Using Techniques of Fuzzy ANP DEA Based - on-BSC Approach

Brands have been increasingly considered as primary capital for businesses. Thus, the concept and measurement of brand equity has interested academicians and practitioners for more than a decade, primarily due to the importance in todayʹs marketplace of building, maintaining, and using brands to obtain a definite competitive advantage. To now, there have been three different perspectives for considering brand equity: the customer-based perspective, the financial perspective, and the combined perspective. In this research paper, we develop a quantified model for evaluating the brand equity of products. The proposed model uses BSC as a performance measurement system for evaluating the brand equity, and the Fuzzy analytic network process(FANP), which allows measurement of the inner dependency among the BSC perspectives, as well as Fuzzy analytic hierarchical process(FAHP),which is based on the independence between the perspectives in order to computing the weights of BSC perspectives and their key indicators. As well, the model uses DEA for computing and determine the relative efficiency of products brands.