| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 95 === Being through impetus of branding, M&A…etc. Six companies were selected for whose recent 5 years'' earning presented steady growth trend for this research. Whereas brand and channel are gradually taken as importance by security market.
Brandy companies share price is usually surpassing than other same business.
Meanwhile, Cheng Shin Ruubber, Giant Manufacturing, Johnson Health Tech, their brands had been public evaluated.2006 brand equity for each were 270 million US dollar, 255 million US dollar and 254 million US dollars (exchange rate 1:33 NTD) Comparing with end of April 2007 market price, brand equity accounts for market price ratio, Giant 55.26 % ranks the first,Johnson is 23.53%, Cheng Shin is 21.21%.
While comparing with 2006 year end capital, Johnson brand equity reaches as high as capital stock 5.4 times. Each concealed brand equity amount to 54 NTD﹔Giant is about three times, each concealed brand equity amount to 30 NTD; Cheng Shin is 0.73 time, each concealed brand equity is 7.3 NTD.
It may roughly verify the brand benefit from these data that continues in the fermentation.
The homemade brand and Merge & Acquisition(contains holds stock not more than half investment), brand mutually to have Strong or Weak , it involves fund,talent, strategy and enterprise culture….etc. homemade brand wants a flowered longer time, but expense won''t be paid by once, it''s relatively safe.
M&A gain brand fast, however, it might be hard in case company without integrated ability of financial,organization, marketing, resource.
The small and medium-sized enterprises receive limited resources,but with quick action,the strain fast is a merit, might as well by small and then to big brand,starts from region,to expand after building foundation well.
A certain market scale was built in Taiwan, more talent who are available to be trained and accumulate experience, after been achieved some kind of degree then extends to outside, to achieve complement effect each other.
More than 1.3 billion demographic of mainland China will be the important battle field for branding. Based on same language and same race, superiority of closed geographical position, there will be supposed to have the very big development opportunity, will be worth of investing more resources.
Modern economy may say is the brand economy, enterprises suitably consider their own need and condition and to construct self brand accordingly.
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