| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 102 === Since the monopoly of tobacco and liquor in Taiwan came to a halt, the local beer brand, “Taiwan Beer”, has to take on choppy challenges one after another to defend its market shares. Based on the aspect of the brand value, the study selected the leading beer brand in Taiwan to study the changes of its brand value under current shifting market environments and what effects to the brand value have been caused after taking marketing strategies, aiming to provide the industries with references in making brand name strategies and prompting brand name value successfully, and to gain the utmost efficiency of resources utilized.
The study used MacInnis and Park Brand Equity Methodology to estimate the brand value, and then utilized BrandFinance Brand Valuation Methodology to verify the results. The results reveal that brands with higher return rate enjoy higher brand values than those with lower return rate, assuming all conditions under the same proportions remain unchanged. And, such trend still persists during a longer period.
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