The Analyses On How The Factors Impact On The Brand Value Of High-tech Transnational Corporations

Brand value is the lifeblood of the enterprises. Every enterprise has the only brandname from the beginning of the creation. With the production and business activities ofenterprises, the brand image has been strengthened. A good brand can helpcompanies enhance channel expansion capabilities in order to increase the market share. It alsocan improve the customer loyalty to prevent competitors to attack and guarantee the enterprisesfor the long-term profits.As a kind of intangible assets, the shaping of brand value not only depends onthe expansion of the scale of enterprises. There can be many influenced factors. In the course ofbusiness, enterprises constantly input of all kinds of resources to provide their own brand productsand services. Enterprises constantly transfer the function, characteristics and the sense of thebrand to the community. So that consumers will feel the value of the brand and reflect to the brandnames, signs. And then the subjective psychological induction of consumers will turn into theactual consumer behavior. That can bring more profits for enterprises and raise the brand status.According to the well-known international brand consulting website and a large numberof literatures, this paper puts forward the influencing factors of multinational high-tech enterprises.Through the empirical analysis this paper reaches the clear conclusions. Then with thetypical cases at home and abroad, I conducted the analysis of the present situation of the high-techenterprise of our country to shape the brand. At last according to the conclusions of this study Ihave made the recommendations on the high-tech type of transnational enterprises to raise brandvalue.Through the empirical analysis, this paper draws the following conclusions: the technology investment has a positive correlation with the brand value; there is no correlationbetween the advertising investment and brand value. Among the enterprises’ investment inoverseas, setting up the foreign R&D centers has negative influence on brand value. Therelationship between advertising and brand value has turned from negative to positive over time.And through the empirical analysis on the relationship between the influencing factors, thispaper obtains that there is no significant correlation between the overseas investment andtechnical output. The advertising investment has an overall positive correlation with theinvestment in research, and this trend is more and more obvious. Finally this paper gets theimplications that the high-tech transnational corporations should pay attention to the interaction oftechnological innovation and marketing innovation to enhance the brand value.Compared to the past studies, this paper has innovated mainly from the perspective ofstudying. This paper selected the high-tech corporation as the main studying body to make theconclusion more targeted. About the research methods, this paper predicted the results of empiricalanalysis in time series, which is more in accordance with the nature of the brand value aslong-term accumulating intangible assets. About the research content, the interaction between theinfluencing factors has enriched the research conclusions.The brand value of a corporation has a profound impact on the competition inthe international market, but the brand value shaping ability of Chinese companies is relativelyweak. And the corporations lack of the concepts of brand value creation. The studiesof influencing factors on the brand value of the domestic scholars are relatively small. Thispaper hopes to enrich the related studying fields through the analysis on how the factors impact onthe brand value of high-tech transnational corporations.