A Study on Critical Factors and Measurement Model of the Brand Value for Chain and Franchise Store

• Main Authors: Hsiu-Ling Peng, 彭秀玲
• Other Authors: Chung-Jen Fu
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/01402374382536189813

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 93 === There are many Chain Franchise’s brands accumulate highly the assets of brand value in Taiwan. But there is not one company display the value of intangible asset of the chain franchise’s brand. We think the key point is that there was not a model and formula could match the characteristics of the Chain & Franchise’s industry in Taiwan. This research distinguishes the definition, influence factors, outcomes and measurement methods of brand equity. In order to provide the brand value measure more accurately, we synthesize the measurement methods with finance, accounting and marketing viewpoints of absolute brand value. Base on the model of brand’s valuation of Japan, Interbrand and Brand Finance in U.K.. The research examines the determinant critical factors of the brand valuation for Chain & Franchise store and the importance of each determinant. We think that can do the Chain & Franchise’s brand valuation through the research in practice. The research supports the following findings: customer satisfaction, product profitability, the unit price of customer, market share, distribution coverage, customer churn ratio, loyalty driver, the uniqueness of products, economic scale of chain pharmaceutical system. The evaluation approach is applied to forecast the earning of the future and the net income of brand. Finally, we discount the brand earning to present value and obtain the final brand value. We can use secondary data and experts’ opinions survey to get the brand value approximate calculation. In forward, we can help the Chain & Franchise front office to confirm the investment of brand. Make them know what the investment of brand must enforce, and improve the awareness, royalty and competitive of the Chain & Franchise’s brand for Taiwan in international market.