Reconstructing the Brand Equity Measurement Model for Financial Holding Companies-The Examples of Taiwanese Financial Holding Companies

• Main Authors: Hsiang-Hui Shiu, 許祥慧
• Other Authors: 黃哲盛
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/85181445060012837442

碩士 === 淡江大學 === 國際商學碩士在職專班 === 99 === Essentially, brand equity modeling varies with the dynamics inherent in different industries and companies. The modeling in this research included the income approach, based on the abnormal earning concept, with the consideration of risk by CAPM model. As the valuation for intangible assets, it’s difficult to build up the standard or criteria for the valuation. In light of the issues, we adopted the Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) to search the critical factors for brand equity. According to our data collected by questionnaire and analysis, we built up the model constructed by the linear equation of brand loyalty, brand differentiation, brand standing, brand extension. With the score of brand equity in our analysis, we took advantage of the equity value-to-book multiple to summarize the abnormal earning, ROA and intangible assets into our valuation. Finally, we evaluated the brand equity values for the sample companies and assessed differences under the HIROSE model and BBDO model, respectively. Our model is alike to HIROSE model in the method of valuation, with equity value-to-book multiple and excess profit rate, respectively. Nevertheless, from the perspective of equation for valuation, our scheme of constructing model is similar with BBDO model, especially including CAPM for risk issue. The comparison among the models could be improved, based on the disclosure or discovery of oversea segments in Taiwan financial holding companies. Regarding the questionnaire and following analysis, it is suggested to include more data mining inherent in the real operation of financial holding companies. Therefore the EFA and CFA modeling procedures in the study could build up the more accurate brand strategy and feedbacks for marketing strategy. For the time being, this research had built up one scheme of evaluation of brand equity for Taiwan financial holding companies.