A Study of HTC's Branding Strategies and Simulation with Interbrand's Brand Valuation Model
| Autor: | Li, Chiu-Ju, 李九如 |
|---|---|
| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 The main purpose of this thesis is to study HTC’s branding strategies and simulate the brand valuation model of Interbrand in order to establish the valuation methodology and acquire the result of HTC’s brand value in 2011. From this process, we could probe into HTC’s branding philosophy and the key elements of creating brand value. HTC Corporation was co-founded by Cher Wang, HT Cho, and Peter Chou. Focusing its resources on the development of handheld devices and innovation, HTC maintains good relationship with Microsoft, Google, and major telecom operators worldwide. HTC ever operated Qtek brand channel in Europe and Latin America from 2002. In 2006, HTC announced M&A of Dopod’s brand channel and launched HTC brand. In 2010, HTC’s Smartphone market share won fourth place in the world. Its brand value based on Interbrand’s methodology was No.2 in Taiwan, only after Acer. HTC’s brand value reached 1.37 billion USD in 2010. Interbrand, UK brand consultancy, was founded in 1974. Its brand valuation methodology is to calculate the future brand earnings by EVA and Role of Brand Index. The method assesses Brand Strength Score and the corresponding discounted rate in order to calculate the present value of the brand earnings, which is the brand value. Due to the commercial secrets of Interbrand’s RBI and BSS, the only way is to simulate its model to obtain the valuation algorithm. In this study, we adopted Analytic Hierarchy Process and Expert Panel Assessment to build and simulate RBI. To assess BSS, this study simulated Interbrand’s model and refered to the authoritative materials. To build “The Curve of Discounted Rate Compared to BSS”, we quoted S-curve sample from Quo-Qun Fu, Wuhan University professor, and limited materials from Interbrand. Finally, the discounted rate assessment model was built and named as“NTHU Discounted-Rate-Curve of Brand Strength”. This paper generated the simulative brand valuation model based on a series of assumptions and got the result of HTC brand value in 2011. The number reached 3.76 billion USD and grew 174% compared to last year. This paper also expects HTC has the opportunity to become No.1 Taiwanese brand in 2011. This study proposed the suggestions to HTC. HTC should continuously concentrate its resources on development of differentiation and need to increase the consumers’ knowledge of HTC brand. In addition, HTC should improve RBI & BSS management to reduce BSS potential risk and have to pay attention to build mutualism of economic ecosystem in the future. 【Key word】Interbrand、HTC、Brand value、Brand valuation、Branding strategies |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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