The study on brand auction value effect factors

• Main Authors: Jia-Man Hong, 洪嘉縵
• Other Authors: Shih-Chang Lung
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/06965340453325540969

碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 99 === In recent years, the importance of the brand of the business has become a popular business development strategy. Since 2006, the American Intellectual Capital Business Ocean Tomo, LLC began to mark the auction items, and made a great brand to develop the scale of the auction market. A private equity investment firm (Racebrook) has a portfolio of about 150 well-known American consumer products and retail brands, for auction. Previous studies on the impact factors of brand equity more can not change and the related discuss to the value of the auction. Therefore, this study focused primarily on issues of brand auction, including the factors that affect the brand value of the auction, set up a business psychology of valuation indicators and reference price, and takes the brand to achieve the ratio method. This study is the brand through the courts open auction process, then the auction of brand cases and the use of induction events to be explored. This result found that six factors affecting the auction brand: brand awareness, brand loyalty, brand extension, business profit, perceived value, and organizational design. This will affect the brand recognition of the bid, psychology and business indicators to appraise the proportion of top priority, including the expansion of power and prestige of lifting force, connecting power and future potential. Through these four indicators to establish a reference price of the structure of the auction, the auction value of the brand factor, and thus determine the final price of the brand decision.