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    题名: 從國際品牌價值鑑價機構分析日本企業品牌價值
    Brand Value Analysis of Japanese Enterprises through the Studies on International Brand Valuation Consultancies
    作者: 朱美俞
    Chu, Mei Yu
    贡献者: 李世暉
    朱美俞
    Chu, Mei Yu
    关键词: Interbrand
    BrandZ
    Brand Finance
    日本品牌
    品牌價值
    全球品牌百強
    日期: 2013
    上传时间: 2014-03-03 15:30:43 (UTC+8)
    摘要: 　　現今，企業營運無法再單純只透過改進行銷手法來增加公司營收利潤，愈來愈多的國際鑑價機構針對企業品牌價值進行評比動作，其中受到信賴的品牌價值評鑑報告足以影響未來企業行銷機制、廣告行銷手法、企業形象、股價市場、商業地位等，使得品牌經營成為企業一大重要課題。日本近二十年來的經濟表現不盡理想，日本企業品牌價值跟著出現浮動，為了理解日本企業近幾年來的品牌價值變化、日本品牌在國際發展的優劣勢處境，以及其品牌價值變遷的背後環境因素，本研究挑揀出Interbrand、BrandZ與Brand Finance三大全球最具公信力之品牌價值鑑價機構所發表的年度全球品牌價值百強報告做為主要分析資料，以建構出當代日本品牌價值的發展面貌。

    　　本文研究發現，日本企業在三大品牌價值鑑價機構的評比標準底下，表現最為出色亮眼的為汽車品牌與科技品牌，而其他多數日本產業因國際化程度偏弱，導致品牌價值難以擠身全球百強之列。日本品牌在極為重視消費者意見調查的評比報告中，整體退步幅度最大；而從財務會計角度資產觀點衡量品牌價值的評比方法則最有利於日本品牌價值數據表現。此外，影響日本品牌價值變遷的因素包括全球金融危機、歐債危機、泰國水災、日圓匯率浮動、中日關係發展等國際事件，以及日本311大地震、企業國際化程度偏弱、企業創新能力不足、企業內部領導人頻繁更換等國內層面因素。種種因素不僅影響日本企業的國際競爭力和公司的財務收益，更攸關日本品牌的發展趨勢與全球品牌地位。
    參考文獻: 《中文資料》

    王國楨，「全球百大品牌類型之探討」，世新大學財務金融學研究所碩士論文（2006年）。
    王霞青，「全球百大品牌價值趨勢與視覺分析」，世新大學財務金融學研究所碩士論文（2011年）。
    財團法人台灣經濟研究院，「商業服務業品牌價值推廣計畫（1/4）期末報告：商業服務業品牌鑑價機制報告」，經濟部商業發展專案97年度計畫期末執行成果報告，2008年12月。
    符國群，「Interbrand的品牌評估法評介」，（武漢：2000年）。
    陳永昌，品牌之價值（台北市：經濟部智慧財產局，2009年）。
    趙國隆，「以「全球百大品牌價值」探討「台灣十大國際品牌」趨勢」，國立台北科技大學工業工程與管理學系碩士論文（2008年）。
    謝坤龍，「品牌價值評價之探討－以個案『A』品牌為例」，國立政治大學商學院經營管理碩士學程財務管理組碩士論文（2007年）。

    《英文資料》

    Aaker, David A., “Measuring Brand Equity Across Products and Markets,” California Management Review, Vol. 38, No. 3(Spring 1996), pp. 105-117.
    Aaker, David A., Managing Brand Equity: Capitalizing on the Value of a Brand Name (New York: The Free Press, 1991).
    Batchelor, Alex, “Brands as Financial Assets,” in Susannah Hart and John Murphy eds., Brands: The New Wealth Creators (England: MacMillan Business, 1998), pp. 98-99.
    Batey, Mark, Brand Meaning (New York: Psychology Press, 2009).
    Gregory, James, “Ten Reasons Brand Valuation Matters for Boards,” CoreBrand, <http://www.corebrand.com/news/529-featured-on-boardmemberscom> (Mar 1, 2013).
    Haigh, David and Knowles, Jonathan, “Brand Valuation: What It Means and Why It Matters,” Brands in the Boardroom, IAM supplement No.1, pp. 18-22.
    IRIMIEŞ, Cosmin, “Brand Evaluation – A Basic Feature in Modern Brand Management,” Transylvanian Review of Administrative Sciences, No. 37 E(2012), p. 82.
    Keller, Kevin Lane, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Second edition (Upper Saddle River, New Jersey: Pearson Education, Inc. Hall., 2003).
    Lassar, Walfried and Mittal, Banwari and Sharma, Arun, “Measuring Customer-Based Brand Equity,” The Journal of Consumer Marketing, Vol. 12, No. 4(1995), pp. 11-19.
    Okano, Hiroshi and Okada, Ellie and Mori, Nobuo, “Implementing Brand Management in The Japanese Companies: Related with Target Cost Management,” presented for the OECD International Symposium (Amsterdam: June 9-11, 1999).
    Parameswaran, M. G., Building Brand Value: Five Steps to Building Powerful Brands (New York: Mcgraw-Hill, 2006).
    Rocha, Mike, “Brand Valuation: A versatile Strategic Tool for Business,” Interbrand, <http://www.interbrand.com/en/Default.aspx> (Dec 9, 2012), pp. 2-7.
    Tuominen, Pekka, “Managing Brand Equity,” LTA 1/99, (1999).

    《官方報告書》

    “2012 Samsung Electronics Annual Report,” Samsung, <http://www.samsung.com/us/aboutsamsung/investor_relations/financial_information/downloads/2013/SECAR2012_Eng_Final.pdf> (Dec 24, 2013), p. 106.
    “Annual Report 2009,” Toyota, <http://www.toyota-global.com/investors/ir_library/annual/pdf/2009/pdf/ar09_e.pdf> (Dec 23, 2013), pp. 8-9.
    “Annual Report 2010,” Honda, <http://world.honda.com/investors/library/annual_report/2010/honda2010ar-all-e.pdf> (Dec 23, 2013), p. 5.
    “Annual Report 2010,” Toyota, <http://www.toyota-global.com/investors/ir_library/annual/pdf/2010/pdf/ar10_e.pdf> (Dec 23, 2013), pp. 12-13.
    “Annual Report 2011,” Honda, <http://world.honda.com/investors/library/annual_report/2011/honda2011ar-all-e.pdf> (Dec 23, 2013), p. 5.
    “Annual Report 2011,” Toyota, <http://www.toyota-global.com/investors/ir_library/annual/pdf/2011/ar11_e.pdf> (Dec 23, 2013), pp. 19-20.
    “Annual Report 2012,” Honda, <http://world.honda.com/investors/library/annual_report/2012/honda2012ar-all-e.pdf> (Dec 24, 2013), pp. 62-64.
    “Annual Report 2013 – Business and CSR Review,” Sony, <http://world.honda.com/investors/library/annual_report/2011/honda2011ar-all-e.pdf> (Dec 24, 2013), pp. 26-27.
    “Annual Report 2013,” Hitachi, <http://www.hitachi.com/IR-e/library/annual/2013/ar2013e.pdf> (Dec 24, 2013), pp. 10-15.
    “Annual Report 2013,” Toshiba, <https://www.toshiba.co.jp/about/ir/en/finance/ar/ar2013/tar2013e.pdf> (Dec 24, 2013), p.70.
    “Best Global Brands 2007,” Interbrand, <http://www.interbrand.com/en/best-global-brands/previous-years/best-global-brands-2007.aspx> (Sep 18, 2013).
    “Best Global Brands 2008,” Interbrand, <http://www.interbrand.com/en/best-global-brands/previous-years/best-global-brands-2008.aspx> (Sep 18, 2013).
    “Best Global Brands 2009,” Interbrand, <http://www.interbrand.com/Libraries/Branding_Studies/Best_Global_Brands_2009.sflb.ashx> (Sep 18, 2013).
    “Best Global Brands 2010,” Interbrand, <http://www.interbrand.com/Libraries/Branding_Studies/Best_Global_Brands_2010.sflb.ashx> (Sep 18, 2013).
    “Best Global Brands 2011,” Interbrand, <http://www.interbrand.com/Libraries/Branding_Studies/Best_Global_Brands_2011.sflb.ashx> (Sep 18, 2013).
    “Best Global Brands 2012,” Interbrand, <http://www.interbrand.com/en/best-global-brands/previous-years/2012/Best-Global-Brands-2012.aspx> (Sep 18, 2013).
    “Best Global Brands 2013,” Interbrand, <http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013.aspx> (Oct 1, 2013).
    “Best Global Green Brands 2013,” Interbrand, <http://www.interbrand.com/en/best-global-brands/Best-Global-Green-Brands/2013/Best-Global-Green-Brands-2013.aspx> (Nov 15, 2013).
    “Brand Finance 250 2007: The Annual Report on the World’s Most Valuable Brands,” Brand Finance, <http://brandfinance.com/images/upload/7.pdf> (Sep 18, 2013).
    “Brand Finance 500 2008: The Annual Report on the World’s Most Valuable Brands,” Brand Finance, <http://brandfinance.com/images/upload/6.pdf> (Sep 18, 2013).
    “Brand Finance Global 500 2009: The Annual Report on the World’s Most Valuable Brands,” Brand Finance, <http://brandfinance.com/images/upload/5.pdf> (Sep 18, 2013).
    “Brand Finance Global 500 2010: The Annual Report on the World’s Most Valuable Brands,” Brand Finance, <http://brandfinance.com/images/upload/2010_global500.pdf> (Sep 18, 2013).
    “Brand Finance Global 500 2011: The Annual Report on the World’s Most Valuable Brands,” Brand Finance, <http://brandfinance.com/images/upload/brandfinance_global500_2011_web.pdf> (Sep 18, 2013).
    “Brand Finance Global 500 2012: The Annual Report on the World’s Most Valuable Global Brands,” Brand Finance, <http://brandfinance.com/images/upload/bf_g500_2012_web_dp.pdf> (Sep 18, 2013).
    “Brand Finance Global 500 2013” Brand Finance, <http://brandirectory.com/league_tables/table/global-500-2013> (Sep 18, 2013).
    “BrandZ: The World’s Leading Brand Management Tool from WPP,” BrandZ, <http://www.wpp.com/wpp/marketing/brandz/> (Aug 2, 2013), pp. 1-5.
    “Explanation of the methodology,” Brand Finance, <http://brandirectory.com/methodology> (Dec 9, 2012).
    “Japan’s Best Global Brands 2012,” Interbrand, <http://www.interbrand.com/en/Default.aspx> (Feb 14, 2012), pp. 3-4.
    “Top 100 Most Powerful Brands 2007,” MillwardBrown, <http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2007_BrandZ_Top100_Report.sflb.ashx> (Sep 18, 2013).
    “Top 100 Most Powerful Brands 2008,” MillwardBrown, <http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2008_BrandZ_Top100_Report.sflb.ashx> (Sep 18, 2013).
    “Top 100 Most Valuable Global Brands 2009,” MillwardBrown, <http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2009_BrandZ_Top100_Report.sflb.ashx> (Sep 18, 2013).
    “Top 100 Most Valuable Global Brands 2010,” MillwardBrown, <http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2010_BrandZ_Top100_Report.sflb.ashx> (Sep 18, 2013).
    “Top 100 Most Valuable Global Brands 2011,” MillwardBrown, <http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2011_BrandZ_Top100_Report.sflb.ashx> (Sep 18, 2013).
    “Top 100 Most Valuable Global Brands 2012,” MillwardBrown, <http://www.millwardbrown.com/brandz/2012/Documents/2012_BrandZ_Top100_Report.pdf> (Sep 18, 2013).
    “Top 100 Most Valuable Global Brands 2013,” MillwardBrown, <http://www.millwardbrown.com/brandz/2013/Top100/Docs/2013_BrandZ_Top100_Report.pdf> (Sep 18, 2013).
    “Top Brands Thrive Despite Economy According to Millward Brown`s Latest BrandZ[TM] top 100 Most Valuable Global Brands Study,” WPP, <http://www.wpp.com/> (May 2012), pp. 2-3.

    《官方網站》

    BrandZ, <http://www.brandz.com> (Aug 2, 2013).
    Brand Finance, < http://brandirectory.com/> (Aug 22, 2013).
    Interbrand, <http://www.interbrand.com/en/Default.aspx> (Sep 30, 2013).
    描述: 碩士
    國立政治大學
    日本研究碩士學位學程
    100861005
    102
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0100861005
    数据类型: thesis
    显示于类别:[日本研究學位學程] 學位論文

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