| Summary: | 碩士 === 國立高雄第一科技大學 === 運籌管理所 === 96 === Abstract
For a long time, brand has been the goal pursued by most companies. Especially, in the era of knowledge economy, many big companies evaluate the value of their own brands or have it evaluated by other parties. A strong brand is able to influence and dominate consumers’ decision making, and brand plays an important role in driving and leading the company to obtain maximum profit. Therefore, brand value does exist. The essentiality of the brand value owned by the state-run corporations for the past several decades is thus highlighted since the government has promoted the brand name change of the state-run corporations recently.
CPC (Chinese Petroleum Corp.), one Fortune Global 500 company, is the state-run corporation of Taiwan with the highest turnover and the selected subject of this research. The Hirose methodology was applied to evaluate the value of the brand, CPC, and the results were compared with those which were induced by the Interbrand model. Then, the difference was analyzed and the empirical analysis after renaming was conducted to evaluate the exact value of the brand, CPC. With various Interbrand models, it was found that the influence of the renaming on the brand value was limited. The brand value of CPC is positive and has been sliding year by year, which indicates the shrinkage of the brand value.
The Interbrand model intended to make more subjective estimation, which might exaggerate the brand value. Under the Hirose methodology, the estimation of the brand value was more objective. For the state-run corporations, the basic application of the Hirose and Interbrand models, the share in the main target market, and the industry trait categories which the corporations belonged to were illustrated in a two-dimension four-quadrant plan.
There are three main contributions made by this study. First, this study interpreted and demonstrated what few literatures had analyzed and explored profoundly. Second, this study applied the Interbrand and Hirose models as the main brand value evaluation models to analyze and discuss further the industry traits of the state-run corporations and, then, it was found that the brand value evaluation models to apply differed from industry trait to industry trait. Third, to show the direction of the brand value evaluation application of the state-run corporations, the applications of the brand value evaluation models were classified in accordance with the basic application of the Hirose and Interbrand models, the share in the main target market, and the industry trait categories which these state-run corporations belonged to.
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