Study On The Influence Of Financial Ability On Brand Market Value

For enterprises, the brand value is an important asset, which can bring futureeconomic benefit. The market competition of China tends to be brandcompetition. Attaching importance to brand value of enterprises is in line withtheir vital interests. Nowadays some of our companies are stepping forward toparticipate in the world market competition, especially the competition indeveloped countries. However, the more mature the market is, the more intensethe brand competition will be. Therefore for these companies, it is urgent thatthey should evaluate their brand value and manage it wisely.Based on the above background, firstly, the paper introduces the elementarytheory of brand value and the way it is assessed. Then after some adjustments ofthe famous Interbrand model, we finally get an improved brand value evaluationmode. These adjustments include how to calculate the brand index and the brandstrength. Thirdly, in case of other elements are controllable, we only put an effortto study the influence of financial performance ability on brand market value.Through theoretical analysis, we propose the model and5relevant hypothesesand lastly use19public companies in household appliance industry to testwhether they are ture.To sum up, this paper consists of6chapters. The outlines of each chapterare as follows. Chapter1comes up with the background, meaning, aspects andthe innovative points of this paper. Chapter2is an overview. It introduces thetrends of studies and the latest successes about brand and brand equity. Chapter3shows the attempt to find out the adjusted interbrand model so that we can use itto evaluate the brand value reasonably. Chapter4is the initial study model and in order to justify it, Chapter5chooses19public companies in household applianceindustry. After field study, Chapter6clarifies our vision and mission. Thissection states suggestions for related companies and proposals for future study.