| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 100 === This study consults from the models of Interbrand, BBDO, HIROSE and take the two most big convenience store 7-ELEVEn and FamilyMart for example, calculating the value of brand equity. Besides, through analysis and applyment, to revise the appropriate models of Taiwan’s chained convenience stores.
From the context of study, the three models have their own advantages and disadvantages. Considering the traits of Taiwan’s financial reports , we integrate the constructs of these three models and building appropriate models of convenience stores brand through combining consumer questionnaire. The results show that the value of brand equity of 7-ELEVEn is more than FamilyMart’s . Through every aspects of models, we provide substantial advices about future development. Apart from that, this model of brand equity can reach out to other industries. As a result, a firm can either calculate its own brand equity or analyze advantages and disadvantages against rivals through brand values. On the other side, the brand values in invisible values is grabbing attention recently, so it can also be provided to markets or investors.
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