企業ブランド力の評価

津田, 博史

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企業ブランド力の評価

http://hdl.handle.net/10441/9343

名前 / ファイル	ライセンス	アクション
04津田博史.pdf (3.6 MB)

Item type

紀要論文 / Departmental Bulletin Paper(1)

公開日

2012-01-25

タイトル

企業ブランド力の評価

言語

jpn

資源タイプ

資源タイプ識別子

http://purl.org/coar/resource_type/c_6501

資源タイプ

departmental bulletin paper

著者

津田, 博史

著者(ヨミ)

姓名

ツダ, ヒロシ

著者別名

姓名

Tsuda, Hiroshi

抄録

内容記述タイプ

Abstract

内容記述

In the 21st century, a shift in the principal
component of the value and growth potential of companies from tangible assets to intangibles, notably brand power and technological capabilities, is occurring. Intangibles are things
that generate future cash flows (claim rights) having no physical form, but do not includ financial instruments. Some examples of intangibles are technological capabilities, patents, brand power, and org anizational structure. Countries and companies are searching
for approaches to value creation enhancement and approaches to business management focused on intangibles. Business management requires a strategic perspective on such intangibles as intellectual property and other innovation assets, brands and other relational assets, human assets, organizational assets, and process assets. Intangibles are underlying assets that create competitive advantage over rival companies. The term “assets” means something that through its effective use has value creation potential for a certain period of time in the future and, even with respect to intangibles, refers to things that management consciously holds or possesses. Brands, in particular, have come from being regarded as marketing assets to being considered important assets of the company as a whole subject to “asset recognition” and are now considered intangible assets of strategic importance to business management. Corporate brand management is now a business management issue, and brand value indices are essential for supporting brand management. In this paper, we consider corporate brand power assessment to be an evaluation of the brand power of a company as a whole, not just areas related to marketing activities. Accordingly, the subject of corporate brand power assessment is corporate enterprise value. In assessing corporate enterprise value, corporate brand power, which reflects a company’s intangibles, is an important source of enterprise
value creation. Corporate brand power is by nature uncertain. Therefore, we propose a method that estimates the level of corporate brand power by using a concept of probability, which we refer
to as the ratio of corporate brand power, and
present the results of an empirical analysis of
the use of a corporate brand power evaluation
model. As the important aspect of a company’s value and growth potential from the perspective
of business management shifts from tangible assets to intangibles, corporate brand power is expected to become increasingly important. In addition, since corporate brand power is also an important explanatory factor in the consideration of a company’s credit risk, something not addressed in the present paper, it is a factor that should be considered in the preparation of credit risk assessment models.

引用

内容記述タイプ

Other

内容記述

彦根論叢, 第390号, pp. 66-77

引用

内容記述タイプ

Other

内容記述

The Hikone Ronso, No.390, pp. 66-77

書誌情報

彦根論叢

号第390号, p. 66-77, 発行日 2011-12

ISSN

収録物識別子タイプ

ISSN

収録物識別子

0387-5989

書誌レコードID

収録物識別子タイプ

NCID

収録物識別子

AN00207196

タイトル（ヨミ）

その他のタイトル

キギョウブランドリョクノヒョウカ

その他の言語のタイトル

その他のタイトル

Evaluation of Corporate Brand Power

出版者

滋賀大学経済学会

資源タイプ

内容記述タイプ

Other

内容記述

Departmental Bulletin Paper

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