品牌价值的评价与管理研究

华中科技大学博士学位论文品牌价值的评价与管理研究姓名：王成荣申请学位级别：博士专业：管理科学与工程指导教师：邹珊刚20050413IBrandEquityFinancialValueV=f(x,y)(y)(x)xyxyIISinobrandSinobrandIIIAbstractTheoriginationofbrandvalue,brandvaluationandbrandmanagementhavedevelopedintoacross-disciplinaryfieldrelatedwitheconomics,marketing,accountingandmanagement,etc.Basingonliteraturereviewingandtheexplorationoftheessenceandcharacteristicsofbrands,thepaperbeginswiththeoriginationandconstitutionofbrandvalue.It’sknownthatbrandvaluecomesfrombrandequityorfinancialvalue,i.e.,excessiveincomecomingfromtheuniquename.Somescholarsbelievethatbrandvaluereflectsthefavorite,attitudeandloyaltyofconsumerstosomebrandbasingontheirneeds.Someothersarguethatbrandvalueconsistsofcostvalue,relationvalueandpowervalue.Basingontheabove-mentionedresearches,thepaperbeginswithadiscussionofleveledlandrentofbrands.Basingonthetwo-factortheoryaboutproductsandconsumerresidualtheory,thepaperarguesthatbrandvaluecomesfromspeciallabordevotionofmanufacturersandtheundividedmarketandsocietyacceptance.Brandvalueistheresultofanddeterminedbythepromotionandcoordinationofbothfactors.Therefore,abrandvaluemodelispresentedfromtheangleofsystematicview,i.e.,V=f(x,y).Furthermore,thebasiccurveofbrandvalueandthreetypicalcurvesarepresentedtodescribethelinearornon-linearrelationshipbetweenthespeciallabordevotionandmarketorsocietyacceptance.Whilethespeciallabordevotionofmanufacturer(y)changeswithmarketorsocietyacceptance(x)withthesamescale,agoodgrowthmodeofbrandvaluewillbeobserved.Whilexchangesfasterthanthatofy,themarginalbrandvalueincreasesandthegrowthmodeisbetter;whilexchangesslower,themarginalbrandvaluedecreasesandthegrowthmodeisabadone,whichshouldbediscarded.Correspondingtotheproblemssuchasconceptualconfusionandincompletecategoryofbrandvaluationsinpractice,thepaperproposesanewconceptsystemforbrandvaluationincludingthreekindsofvaluations,capitalizedbrandassetvaluation,socializedbrandvaluationandinternalbrandvaluation.Capitalizedbrandassetvaluationaimstocalculatethefinancialvalueofbrands(i.e.brandprices)withthepurposeofbrandequitydeal.Socializedbrandvaluationistheevaluationtotheexcessiveearningcapabilityofbrands.Itmakessensewhilecomparingthevaluesofagroupofbrands.Theresultofbrandvaluationcannotdirectlyguideabrandequitydeal.Internalbrandvaluationistheassessmenttotheinternalbrandmanagementperformancewithinenterprises.Withsystematicinternalbrandvaluation,brandownerscanscientificallymakebrandmarketingandmanagementstrategyandmonitorthechangeofbrandvalue.Thepaperfocusesoncapitalizedbrandassetvaluationandsocializedbrandvaluation.BasingonareviewofavailablecapitalizedbrandassetvaluationapproachesandtheIVdiscussionaboutthecharacteristicsofthelifecycleandfinancialvaluegrowthofmostChinesebrands,thepaperarguesthattheuniqueexperienceofmanyChinesebrandsrequiresmethodologicalimprovementinbrandassetvaluation.Double-factorvaluationmethod,animprovedcalculationmodelofnetpresentvalueoftheprojectedbrandearnings,ispresentedwiththeintroductionofbrandcostindexandoperationalriskindex.Inourmodel,thepurposeoftheintroductionofbrandcostindexistomaterializethenegativeimpactsofunreasonableadvertisingpouringontherealvalueofbrands.Thebrandriskindexreflectstheabilityofbrandholdersandthefutureriskofbrandmanagement.ItisdemonstratethattheimprovedcapitalizedbrandassetvaluationmodelbettersuitstotheChinesecharacteristics.Thepaperalsoinnovatesanewsocializedbrandvaluationmethod,Sinobrandmodel.AccordingtothedatadisclosurelevelofChineseenterprises,themodelvaluesthebrandofcorporationsinsteadofthatofproducts.WiththemethodproposedbyFinancialWorldMagazinebeingareferencedframework,thebasisformulaofthemodelis:brandvalue=brandadvantagevaluebrandstrengthmultiplier.Athere,brandadvantagevaluethatisdeterminedbyexcessivelypricingisasubstitutionofbrandexcessiveearningsinFinancialWorldmethod.ThedeterminationofbrandstrengthmultiplierissomewhatdifferentfromthatinFinancialWorldmethod.ConsideringthecharacteristicsofChinesebrands,thebrandstrengthmultiplierinthenewmodelisinfluencedby7factors:natureofindustry,brandleadership,brandprotection,brandhistoricaltrace,brandpromotionmode,abilityofsustainabledevelopment,andmarketcompetence.Thesevenfactorscanbeclassifiedintothreeaspects:brandhistory,currentsituationandbrandtrend.Becauseofloweredscoreinbrandhistoricaltraceandbrandpromotionmode,theevaluatedresultofsomebrandsthatheavilydependonadvertisingpouringwillbedramaticallyshrunk,whichillustratethetheoreticalandpracticalsignificanceofthenewmodel.Inthelastchapter,thepaperputsforwardaninternalbrandmanagementandvaluationsystembasedonbrandlifecycletheory.Basingonaninnovatedconceptofbrandvaluemanagement,thepaperintroducesaninternalbrandvaluationmodel.Byreviewingtherulesofevolutionofbrandlifecycleundercompetenceandcombiningthecompetencefactorintothemodel,theinternalbrandvaluationmodelisperfected.Basedonthedivisionofhigh-culturalbrands,high-technologybrandsandelitebrands,thepaperprovidestheirinternalbrandvaluationmodelsrespectively.Finally,asystematicvaluationmodelispresentedbasedonthemodelshavingdifferentbra