Research on the Construction of Enterprise Brand Competitiveness Evaluation System Based on the Integration of SWOT and AHP Model

  • Mudan Tao
  • Zhi Li
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


The brand is very important to the enterprise, which determines the enterprise’s core competitiveness. It is crucial to assess enterprise brand value based on a series of criteria, and this paper proposed enterprise brand evaluation system based on the SWOT model. It used the SWOT model to analysis and determine the brand competitive strengths, weaknesses, opportunities, threats and other factors of the enterprise brand, and then constructed the enterprise brand evaluation system by integrating SWOT Model and AHP calculation method.


Enterprise brand competitiveness Evaluation system SWOT AHP 



Thank the financial supports from the Sichuan Science and Technology Project: Study on the Role of Local Government in Regional Brand Formation from the Perspective of Supply-side Reform-Taking Sichuan Province as an Example (SC16TJ001).


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Sichuan UniversityChengduChina

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