研究生: |
謝天生 Tien-Sheng Hsieh |
---|---|
論文名稱: |
英國、日本、德國品牌權益模型實證分析與台灣品牌權益模型之建構-以台灣電腦產業為例 The implementation and analysis of the models of Interbrand, HIROSE and BBDO and Taiwanese Brand Equity modeling-A case of Taiwanese computer |
指導教授: |
徐中琦
Jon-Chi Shyu |
口試委員: |
梁瓊如
Chiung-Ju Liang 張琬喻 Woan-Yuh Jang |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理學院MBA School of Management International (MBA) |
論文出版年: | 2009 |
畢業學年度: | 97 |
語文別: | 中文 |
論文頁數: | 81 |
中文關鍵詞: | 品牌 、品牌權益 、品牌鑑價 、品牌權益評價 |
外文關鍵詞: | Interbrand, HIROSE, BBDO |
相關次數: | 點閱:223 下載:9 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
本研究採用Interbrand、HIROSE、BBDO等三個較具知名度之品牌權益模型,並以台灣發展自有品牌最多的電腦與週邊設備產業為例,經由實證與分析,了解三種模型之優缺點並予以修正,以及考量台灣地區企業財報特性後,建構出適用於台灣企業的品牌權益評價模型,並研究影響品牌權益價值變動之財務因素。
研究結果發現,Interbrand、HIROSE、BBDO等三個較具知名度的品牌權益模型中,僅BBDO模型之應用限制較少、較適合企業自行計算,而HIROSE模型計算方式雖然簡單,但其各因子均存在計算誤差,另外本研究根據上述三個模型建構兩個台灣品牌權益模型,其中台灣品牌權益模型二之應用限制與計算誤差亦較少,唯其應用於近期內曾合併或分割之企業時,會因其財務報表重編而產生計算之誤差,但企業自行評估自有品牌價值時,則可避免此一誤差,且企業可利用台灣品牌權益模型二結合企業內部CRM系統資料,自行計算品牌權益價值,並可藉此向市場宣告企業所擁有之資訊暨價值;另外,本研究亦發現以BBDO模型評估品牌權益價值時,企業之行銷費用與研發費用會影響品牌權益價值,而以HIROSE模型評估時。
The purpose of this study is modeling a Taiwanese Brand Equity Model. Let Taiwanese companies can use Taiwanese Brand Equity Model to value their own brand. And this study also applies and analyses the models of Interbrand, HIROSE, and BBDO those are the famous brand equity models in the world. Finally, this study analyses the factors that maybe influence the value of brand equity.
The results of this study as below:
(1) BBDO model is the better one on these three models, even there are some problems and limits within BBDO model. But the companies still can use BBDO model to value their own brand.
(2) There are some problems with each factor of HIROSE model, so this study doesn’t propose the companies use HIROSE model to value their own brand.
(3) The cost of advertising and promotion, and R&D will influence the value of brand equity that is valued by BBDO model. But when the value of brand equity is valued by HIROSE model, only the cost of advertising and promotion will influence the value of brand equity.
On the other hand, this study models two Taiwanese Brand Equity Models bases on the models of Interbrand, HIROSE, and BBDO. And the type two of Taiwanese Brand Equity Model is the better one in these two models. This study proposes Taiwanese companies can use the type two of Taiwanese Brand Equity Model, and the data of their CRM system to value their own brand. When the companies value their own brand and announce the value to outsider. The outsider will know the true value of companies, and the companies won’t leak their inside information.
Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name. N.Y.: The Free Press.
Aaker, David A. (1992), "Managing the Most Important Asset: Brand Equity," Planning Review, 20 (5), 56-68.
Aaker, David A. (1996), "Measuring brand equity across products and markets," California Management Review, 38 (3), 102-20.
Aaker, David A. and Kevin Lane Keller (1990), "Consumer Evaluations Of Brand Extensions," Journal of Marketing, 54 (1), 27-41.
AMA (2009), "Dictionary of Marketing Terms," [available at http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B].
Barwise, Patrick, Christopher Higson, Andrew Likierman, and Paul Marsh (1989), "Accounting for Brands." London: London Business School and The Institute for Chartered Accountants in England and Wales.
BBDO (2001), "Brand Equity Review," BBDO Group Germany.
BBDO (2002), "Brand Equity Excellence," BBDO Group Germany.
Biel, Alexander L. (1992), "How brand image drives brand equity," Journal of Advertising Research, 32 (6), RC-6 - RC12.
BRANDZ (2009), "What is BRANDZ?," [available at http://www.brandz.com/output/what-is-brandz.aspx].
Brasco, Thomas C. (1988), "How Brand Names Are Valued for Acquisition," in Defining, Measuring and Managing Brand Equity, Lance Leutheeser (Ed.) Vol. May. Cambridge, MA: Marketing Science Insititute.
Farquhar, Peter H. (1989), "Managing Brand Equity," Marketing Research, 1 (3), 24-33.
Interbrand (2004), "Brand Valuation," Interbrand.
Kamakura, Wagner A. and Gary Russel (1990), "A Scanner-Based on Measure of Brand Equity," in MSI Workshop on Brand Equity. Cambridge, MA.
Keller, Kevin Lane (2001), "Building customer-based brand equity," Marketing Management, 10 (2), 14-19.
Keller, Kevin Lane (1993), "Conceptualizing, measuring, and managing customer-based brand equity," Journal of Marketing, 57 (1), 1-22.
Keller, Kevin Lane (2003), "Understanding brands, branding and brand equity," Interactive Marketing, 5 (1), 7-20.
Knapp, Duane E. (2000), The Brandmindset. New York McGraw-Hill.
Kotler, Philip and Kevin Lane Keller (2009), Marketing management (13th ed.). Upper Saddle River: N.J. : Pearson Prentice Hall.
Mahajan, Vijay, R. Rao Vithala, and Rajendra K. Srivastava (1990), "Development, Testing and Validation of a Model for the Measurement of Brand Value Under Conditions of Acquisition and Divestment," in MSI Workshop on Brand Equity. Cambridge, MA.
McSweeney, Brendan and Anthony Steele (1994), "Ranks Hovis McDougall - Brand Valuations and Intangible Assets," in International Accounting : A Case Approach, A. Schweikart James and Sidney J. Gray and Clare B. Roberts, eds. New York: McGraw-Hill, Inc.
Mullen, M. and A. Mainz (1989), "Brands, Bids and Balance Sheets : Putting a Price on Protected Products," Acquisitions Monthly, April, 24-27.
Penrose, Noel (1989), "Valuation of Brand Names and Trademarks," in Brand Valuation : Establishing a True and Fair View, John Murphy, ed. London: The Interbrand Group.
Simon, Carol J. and Mary W. Sullivan (1993), "The measurement and determinants of brand equity: A financial approach," Marketing Science, 12 (1), 28-52.
Srivastava, Rajendra K. and Allan D. Shocker (1991), Brand equity : a perspective on its meaning and measurement. Cambridge, Massachusetts: Marketing Sciece Institute.
Stobart, Paul (1989), "Alternative Methods of Brand Valuation," in Brand Valuation : Establishing a True and Fair View, John Murphy, ed. London: The Interbrand Group.
Ward, Keith (1989), "Can Cash Flows of Brands Relly be Capitalized," in Brand Valuation : Establishing a True and Fair View, John Murphy, ed. London: The Interbrand Group.
Young & Rubicam (2003), "BAV blue book," Young & Rubicam Group.
中央銀行 (2009), "中央銀行全球資訊網," [available at http://www.cbc.gov.tw/].
公開資訊觀測站 (2009), "公開資訊觀測站," [available at http://newmops.tse.com.tw/].
台灣證券交易所 (2009), "台灣證券交易所," [available at http://www.twse.com.tw/ch/index.php].
左峻德, 林妙雀, 林昭孜, and 張嵐欣 (2005), "英國、德國與日本 品牌鑑價 評估及台灣地區未來連鎖加盟品牌權益衡量之研究," in 2005台灣行銷研討會, 台灣經濟研究院 (Ed.) Vol. 2005台灣行銷研討會論文集. 劍潭青年活動中心, 台灣台北.
品牌台灣 (2008), "台灣國際品牌價值評估," [available at http://www.brandingtaiwan.org/index.aspx].
Bonati, Angelo (2009), "ブランド復活の方程式," in ブランド経営の威力:危機打開の突破口がここに Vol. 日経ビジネス マネジメント ベスト プラクティス シリーズvol. 4. 日本: 日経BP社.
広瀬義州, 寺村英信, 石井淳蔵, 藤田晶子, 桜井久勝, 植田リサ, 平井直樹, 廣本敏郎, 岩崎政明, 酒井剛, 新井武広, and 藤田誠 (2003), ブランドの考え方 (1st ed.). 日本東京: 中央経済社.
馬雲 (2009), "新興国でのブランド戦略3-中国市場で成功する法," in ブランド経営の威力:危機打開の突破口がここに Vol. 日経ビジネス マネジメント ベスト プラクティス シリーズvol. 4. 日本: 日経BP社.
経済産業省企業法制研究会 (2002), "ブランド価値評価研究会報告書." 日本東京.