Brand competitiveness can be used to measure brand value, by building a model system to measure the brand competitiveness to reflect the intrinsic value contained. Since the launch of China's power sector reforms, the market competition mechanism has been gradually introduced and the brand has become an important asset of power enterprises. To scientifically measure the brand value of power enterprises to achieve steady improvement of brand value, an evaluation model of brand competitiveness of power enterprises is built in this paper from five dimensions; brand awareness, brand popularity, brand reputation, brand loyalty, and brand association. In addition, the fuzzy comprehensive evaluation method is used for comprehensive calculations of the evaluation results. The evaluation results have significant value for measuring the brand value of power enterprises and enhancing brand competitiveness.
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