Brand Management Behavior And Performance Evaluation Based On Financial Notion

Brand management plays a crucial role in the pursuit of competitive advantage. The success of brand management depends on many factors. Practically, enterprises have taken much care of their brands. The great expenditure of brand management, however, does not lead to positive financial results. Accordingly, it is possible and practical to evaluate the brand management behavior and performance on the basis of financial notion.Based on the financial notion, brand in this thesis is defined as value-created and value-added capital element, and the primary objective of financial management should be creating and adding values. Consequently, brand management should be finance-oriented. In the capital operation, capital consumption, capital recovery, capital gains distribution activities, there are many factors and behaviors affecting the performance of brand management. After analyzing those items, an evaluation system of brand management could be constructed. The system contains four dimensions which are value adding, resource arrangement, market manifestation, prestige underpinning, corresponding to the four financial activities with correspondence index. This system aims to evaluate how brand management realizes capital value-added and how does brand contribute to enterprise's financial performance. Therefore, it could help converting brand capital into financial outcomes.