Abstract: A brand is an enterprise’s market image and huge intangible assets. A brand is an enterprise’s market image and huge intangible assets, and it is also a comprehensive embodiment of an enterprise’s core competitiveness. Therefore, continuous improvement of brand competitiveness undoubtedly has far-reaching significance for manufacturing enterprises. Using the brand competitiveness evaluation index system and selected evaluation methods of manufacturing enterprises constructed in this article, the brand competitiveness evaluation index system and selected evaluation methods can not only study the overall brand competitiveness of the participating enterprises, but also understand the advantages and disadvantages of the brand competitiveness of the participating enterprises from different perspectives, To help and guide manufacturing enterprises to strengthen brand building in a targeted manner and continuously improve the brand competitiveness of manufacturing enterprises. The brand competitiveness evaluation of manufacturing enterprises is a classical MAGDM problems. Recently, the TODIM and VIKOR method has been used to cope with MAGDM issues. The interval neutrosophic sets (INSs) are used as a tool for characterizing uncertain information during the brand competitiveness evaluation of manufacturing enterprises. In this manuscript, the interval neutrosophic number TODIM-VIKOR (INN-TODIM-VIKOR) method is built to solve the MAGDM under INSs. In the end, a numerical case study for brand competitiveness evaluation of manufacturing enterprises is given to validate the proposed method.
Keywords: Multiple attribute group decision making (MAGDM), Interval neutrosophic sets
(INSs), TODIM, VIKOR, Brand competitiveness evaluation
