21世紀品牌價值鑒價研究

Research on Brand Value Appraisal in the 21st

本研究比較BBDO、INTERBRAND、HEROS三大品牌評價模型做為研究目標，而INTERBRAND方法因公司檔案為機密，所以許多資料無法採用公開的計算過程來計算。研究內容介紹品牌的鑒價，品牌與價值與品牌理論。品牌起源於以前動物身上都需要有烙印才能辨別是否是自家的家畜。品牌，名字、標誌與外在特徵的目的在於為了讓使用者對同一類型的競爭者產品或服務產生細分。21世紀是品牌為王的世紀，世界各國均非常注重的事，美國、英國、日本、德國…等先進國家對品牌也下了不少的工夫、中國也在2016年成立國家品牌中心，大力孵育中國企業品牌走向國際舞臺。

The study focuses on comparing three brand valuation methods, BBDO, INTERBRAND and HEROS, as research objectives, but the INTERBRAND method is still secret many data cannotbe calculated by open computing process ofa certain dimensional constructs. This paper covers brand appraisal, the relationship between brand as well asvalue and theories of the brand. The brand originates from a sear on animals to identify own stock. The purpose of brand, name, logo andouter characteristics is for users to segment among same-type competing products or service. The brand is not only critical to small nations butis worldwide. The 21st century is a century in which brand is king. Every country in the world attaches great importance to it. The United States, Britain, Japan, Germany, etc. In 2016, China also set up a national brand centre, vigorously incubating Chinese enterprise brand to the international stage.