| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 98 === With the coming of knowledge-driven economy, the source of corporate value will therefore be transformed from those traditional tangible assets to intangible assets. Compared to physical assets, intangible assets do not depreciate but increase with firm growth. Therefore, intangible asset is the most important value of corporate. However, among intangible assets, brand values have drawn increasing attention in recent years. Interbrand and Business Week have surveyed and reported the 100 global companies with the highest market values each year since 2001. Interbrand also reports the 10 international brands with the highest market values of Taiwan’s companies since 2003. As all above mentions, brand has become one of the most important assets for corporate.
Regarding the literatures about research on brand value, there are many studies relating to research papers at domestic and foreign such as the direction of research that studies most emphasis on marketing aspects and focus on single industry or research methods that studies are use the mailed questionnaire survey to obtain the brand value. There are also case studies to investigate the future benefits of brand value because single industry can not objectively express the overall environment. Therefore, this study uses the brand value data that consultancy bases on Interbrand’s reports. Moreover it will utilize MVBV, Tobin’s Q, VAICTM and EVA to proxy for intangible assets. This study will investigate the relationship of brand values, brand strategy, intangible asset and performance for the top 10 Taiwan companies over 2003-2008 based on the methods of panel data. The results indicates that (1) four evaluation indicators of intangible asset have no significant relation with brand value. (2) There is a significantly positive correlation between brand value and brand strategy, among the highest brand value is own brand strategy.
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