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

Abstract

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.