The relevance of brand value and corporate value in the electronic industry

• Main Authors: Liang-hsiu Lai, 賴亮秀
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/87289158641717033430

碩士 === 東吳大學 === 會計學系 === 93 === Abstract The electronic industry in Taiwan elected by this research to get evidence of supporting managing brand strengthen corporate value and recommend the management in electronic industry to establish and manage brands, and then use brand strategic management to enhance shareholder value. The companies rewarded the National Brand Image Award (year 2002~2004) and the top 20 companies elected for the Taiwan Top 10 International Brands (year 2003~2004) which belong to electronic industry as the sample companies of this research, and used a brand valuation model issued by Japan government (referred to as “HIROSE model”, hereinafter) to calculate brands value amounts. Sample data analyzed by statistics methods including descriptive statistics, Pearson correlation, Regression, ANOVA, and Spearman rank-correlation analysis. To observe the relationship between brands value and variables, performing Pearson correlation by the whole sample and three categories of the whole sample separately resulted in significance positive level in brand value, market value, advertising expense and EPS. In addition, after performing regression analysis by the whole sample and three categories of the whole sample separately to find out the explanatory powers of different variable combinations one by one to brands value, resulted in good explanatory power. Combining all variables to explain brands value, electronic channel category has the great explanatory power than the other two categories. After performing ANOVA analysis to brands value of acquiring different awards and electronic industry categories, appeared obvious variations, the electronic consumer category varied most compared with the other two categories. The brands value of the companies acquired both the National Brand Image Award and the top 20 companies elected for the Taiwan Top 10 International Brands above the other companies. Besides, compared the Taiwan Top 10 International Brands value with the brands value by the HIROSE model in sequence, resulted similarly ranking calculated by the two valuation models. After performing the empirical test, conformed to the tree hypotheses of this research to support managing brand strengthen corporate value, that is, the greater R&D and advertising expenses are, the greater brand value is; the greater brand value is, the greater ability a corporate earns profits; and the greater brand value is, the greater corporate value is.