標題: The Brand Valuation Model
The Brand Valuation Model
作者: 施妍安
Shih, Yen-An
劉芬美
黃志彬
Liu, Fen-Mei
Huang, Chih-Pin
企業管理碩士學程
關鍵字: 品牌價值衡量;品牌價值;品牌權益;Interbrand;品牌排序;Brand value valuation;Brand value;Brand equity;Interbrand;Brand ranking
公開日期: 2012
摘要: The aim of this research is to develop a brand valuation model based on public financial information. Besides, it is straightforward to quantify the brand value, which is viewed one of the major sources of competitive advantage for all public firms. The brand valuation model adopts the concept of brand valuation approach introduced by Interbrand, but applies the public financial information for the measurement instead of scale points. This brand valuation model is built on financial performance (measured by EVA, economic value added), role of brand (measured by net sales growth) and brand strength (measured by standard deviation of sales). The efficiency of the brand valuation model has been demonstrated by applying it to the data collected from public listed firms in beverage industry in North America. The result of this study revealed a significant correlation between brand values and firms’ performance.
The aim of this research is to develop a brand valuation model based on public financial information. Besides, it is straightforward to quantify the brand value, which is viewed one of the major sources of competitive advantage for all public firms. The brand valuation model adopts the concept of brand valuation approach introduced by Interbrand, but applies the public financial information for the measurement instead of scale points. This brand valuation model is built on financial performance (measured by EVA, economic value added), role of brand (measured by net sales growth) and brand strength (measured by standard deviation of sales). The efficiency of the brand valuation model has been demonstrated by applying it to the data collected from public listed firms in beverage industry in North America. The result of this study revealed a significant correlation between brand values and firms’ performance.
URI: http://140.113.39.130/cdrfb3/record/nctu/#GT070053013
http://hdl.handle.net/11536/72263
顯示於類別:畢業論文