Brand valuation – the obstacle of M&A in VietNam

• Main Authors: PHẠM THỊ PHƯỢNG, 范氏鳳
• Other Authors: CHEN, CHUN-SHAN
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/favn65

碩士 === 國立臺北科技大學 === 智慧財產權研究所 === 107 === In recent years, Vietnam's economy has made great progress, the GDP growth rate has remained high and stable in the range of 5.9% to 6.8% during the period from 2011 to the present. Besides, being officially admitted as a member of the World Trade Organization (WTO) in November 2006 means that the Vietnam has accepted to open completely. Integration and globalization offer many opportunities for businesses to grow in parallel with increasing competition and challenges, by the market as a battlefield. Therefore, in order to improve the advantages and competitiveness, from which businesses can exist and develop or expand scale, so it needs to approach the transfer of science and technology, absorb new management level, directly attracting capital from outside, penetrating the international market. To do that, businesses can use many paths, one of which is to participate in the "Mergers and Acquisitions" (M&A). M&A among companies around the world have appeared for a long time and strongly developed, Vietnam is still very primitive. Especially, the issue of business price in general as well as the price of brand in particular is still quite new and there is no effective solution for enterprises in Vietnam. Because the nature of most marketing activities is to predict the possibilities of unpredictable people, the results of these activities are not tangible, making the quantitative difficult. At the same time, the entities involved in M&A activities lack knowledge and experience, this activity is very complex, apart from the benefits it brings, it can lead to many disadvantages such as: making enterprises go bankrupt faster, causing a phenomenon of acquiring each other's businesses, causing a monopoly phenomenon. That’s why studying an easy-to-understand model for businesses to quantify brand value for M&A transactions is an urgent requirement. This dissertation aims to study the current status of M&A in Vietnam to find a solution to determine the brand valuation which is suitable for Vietnamese businesses to serve the increasingly strong M&A wave in the coming time. At the same time, make recommendations to help readers find appropriate methods for each case encountered.