A Study on Construction of the Brand Equity Measurement Model: A Case of Taiwanese Telecom Industry
| Autor: | Meng-Rong Wu, 吳孟融 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 管理學院MBA 100 As Taiwan government actively imposes on the evaluation of brand equity, it has been more and more popular in recent years. The evaluation of brand in Taiwan, however, mostly puts emphasis on high-tech manufacturing industries, whereas it has not been applied to the industry relating to service. This study, therefore, employs the comprehensive advantages of Interbrand, BBDO and HIROSE brand valuation model systems, along with the reference to the characteristics of the corporate financial statements in Taiwan, to develop the suitability of the brand valuation model which is applied to the services of Taiwan Telecommunication Industry. The model is mainly including the following four factors: Price Prestige Driver (PPD), Brand Effect Driver (BED), Expansion Driver (ED), and Discount Rate (r). The empirical analysis of this study shows that the brand value of Chunghwa Telecom, approximately 91 billion, is the highest, followed by Taiwan Mobile, whose value is about 47.9 billion, and Far East Telecom, ranked by three, is 20.2 billion. Importantly, the result of these three major telecom brand value rank in this study is the same as that of “Services Gold Award” which made by Common Wealth Magazine in Fall, 2011. The contribution of this study is mainly help the companies to evaluate the brand value in a simple, effective, and accurate way. Furthermore, it also offers the researchers the future research direction. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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