기업 브랜드 자산 가치 평가에 관한 실증적 연구: Brand Asset Evaluator의 적용

An Empirical Study on Evaluating Corprate Brand Asset Value: Applications of the Brand Asset Evaluator

  As brands became the main motive for product purchasing, they also began taking their roles as touchstones for evaluating corporate value instead of existing as entities that simply distinguish labels. This study covers the theoretical backgrounds of the Brand Asset Evaluator Model, a brand asset evaluation model developed by the Institute for Industrial Policy Studies situated for domestic corporations. By evaluating brand asset values of domestic corporations, this study is to suggest the needs and the effectiveness of brand asset evaluation for such corporations.   Therefore, by comparing brand asset evaluation models from other counties with the Brand Asset Evaluator, this study presents the advantages and disadvantages of our model. According to the results of the Brand Asset Evaluator applied with domestic corporations, Samsung Electronics recorded 1st place followed by SK Telecom and Hyundai Motor Company, respectively.   It has been proposed that the Brand Asset Evaluator introduced in this study shall be needed with additional efforts to gain further elaborateness and validity, on account of further reinforced studies.