The Effects of Branding Strategy on Company Value

• Main Authors: Liao,Li-Shu, 廖麗淑
• Other Authors: Gong,Shang-Chi
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/96260379547773305680

碩士 === 輔仁大學 === 金融研究所 === 95 === Abstract Brands are the most important and valuable assets in a company. Good brand Image can bring a lot of profits for the company. Consumers can understand and acknowledge the brand value that a company tries to convey though the product creativity. This study takes companies such as ACER, ASUS, BEN-Q, D-Link and GIANT for example. Those companies started to focus on their own brands form OEM position and see how the Brand Strategy affects the company’s value by means of event study and profit analysis. We hope the result we found can make good suggestion on the development of brand strategy in the future. This study shows： 1.Event study：the results show that there has been little difference for Abnormal Returns and Cumulative Average Abnormal Returns for the first three years after they have their own brands. It means that the investors did not value the brand highly through the stock price. 2.Profit analysis：the results of the sampled companies show that the profit grows apparently two years after they have their own brand, which means adapting brand strategy for products has positive effect.