Study on the Development Trend and Brand Value of Top 100 Brands in China

• Main Authors: LIAO, SHU-HUI, 廖淑蕙
• Other Authors: SUN, MEI-JUI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/rw84t3

碩士 === 東吳大學 === 國際經營與貿易學系 === 106 === As the trade and economic competition around the globe increases, brand image has grown its importance for the enterprise. In recent years, China has risen its’ influence in the international market and also has changed the economic and trade landscape of the region and the world. The rapid rise of Chinese manufacturers has increased the awareness of consumers. The academic community and the business community have paid more attention to brand equity. Therefore, this study investigates the relationship of Chinese brand development and business performance. The study takes the qualitative and quantitative approaches. The study examines – the profiles of Great Wall (the self-owned brand) and – Geely (M&A brand) and brand development model of Automobile's corporates by Case Study. The results show that as long as the goal of brand management is clear, we can all make good trademarks to obtain the recognition from consumers. Furthermore, those companies can successfully obtain the top 100 brands in China through different brand development models and shows that whether it is through self-owned brand or M&A brand. On the other hand, we have selected BrandZ™ Top 100 most valuable Chinese brands from year 2015 to 2017 as the samples. Collecting the samples information from the database of Taiwan Economic Journal, this study investigates whether selected enterprise's short-term stock abnormal returns by event studies to test the differences between the subgroups. Results show that the announcement of BrandZ™ Top 100 most valuable Chinese brands will generate positive cumulated abnormal returns on the awarded enterprises in the short-term. Further dividing China's top 100 brand samples and we find the performance of BrandZ™ Top 100 Brands in China display the significant differences in the top and bottom 20 award enterprises’ stock prices. The short-term stock price for the bottom awarded 20 enterprises’ stock surpass the top 20; The rising and falling of brand value for abnormal returns for short-term stock prices. Accumulated abnormal returns begin to appear before the list publication date. It is particularly noticeable in the sample group where the brand declines. This result may be limited by differences in the number of samples in the two groups. It may also suggest that the average consumer cares more about the brand's ranking than the brand's value; finally, the high and low scores of the brand's contribution are positively correlated with the stock's performance. It shows that brand does have positive impact on the profitability of the company. The profitability may come from the product itself and stock price rewards.