A model format storage unit stores a model format expressing a cyclic process of brand knowledge creation. The model format has an arrangement of a plurality of dynamic evaluation parameters obtained by a factor analysis of a plurality of indexes for dynamic brand evaluation. A target brand parameter acquisition unit acquires dynamic evaluation parameters for the evaluation target brand. A model creation unit arranges the dynamic evaluation parameters for the target brand according to the model format. Thus, a model of a target brand is created and output. There are six dynamic evaluation parameters: contact, awareness, socialization, actualization, clarification, and integration. By this model, the cycle of the bland knowledge creation is expressed together with appropriate parameters.