品牌价值与定价.pdf

年度 領理 Brand Value and Valuation K- 1理 K19-1 K19-2 錄 …………………………………………………………. 2 …………………………………………………………. 3 ………………………………………………4 ….…………………………………………… 參…………………………………………………… ……………………………………………………… 論 ………………………………………………………… 陸參………………………………………………………………… ……………………………………………………………….21 K19-3 了 了 1980s 年留 掠 (net asset value) 不 度 (brand rich company), (Brand Finance pls, 2000) 識 理 (Book Value) (R. Carter, 來理來 Interbrand shareholder value) 更 領都(merger and acquisition)理若利更 不 更 K19-4 Abstract “If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you.” John Stewart (Former CEO of Quaker) Brands have been one of the major drivers of corporate value. Stu