Title page for etd-0817108-160301


[Back to Results | New Search]

URN etd-0817108-160301
Author Po-chih Kuo
Author's Email Address m954012038@student.nsysu.edu.tw
Statistics This thesis had been viewed 5592 times. Download 3255 times.
Department Business Management
Year 2007
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title none
Date of Defense 2008-06-14
Page Count 96
Keyword
  • brand value
  • brand
  • brand valuation
  • performance
  • Abstract Interbrand consulting group started a co-investigation with Business Week since 2001. They announced a top 100 brand list which consists of brands possess greatest brand values. Brand has been an attention-grabbing issue for a decade. In 2003, Bureau of Foreign Trade applied this brand evaluation methodology, and invited Interbrand as the evaluator for Taiwanese brands. The results indicate that there are significant gaps between Taiwanese brands and worldwide top tier brands. However, it is not an easy task to bridge the gap via learning – no generalized rules exist for firms to follow. Thus this thesis serves the results of Interbrand’s reports and tried to discover the relation between firm inputs, operation performance and brand values of the top 100 brands for providing a reference to Taiwanese firms willing to run a global brand.
      This study utilized methodologies such as correlation analysis, regression and case study and drew three conclusions: 1. Balanced focus on R&D, operating income and cost of goods sold is necessary, 2. Differences in brand value drivers are not identical among market segments, which should be addressed, and 3. Firms should view brands as a basic element or crucial strategic resource in their value creation system.
    Advisory Committee
  • Pei-how Huang - chair
  • Chih-Hong Tseng - co-chair
  • Cher-min Fong - advisor
  • Hsien-tang Tsai - advisor
  • Files
  • etd-0817108-160301.pdf
  • indicate in-campus access immediately and off_campus access in a year
    Date of Submission 2008-08-17

    [Back to Results | New Search]


    Browse | Search All Available ETDs

    If you have more questions or technical problems, please contact eThesys