Analysisofbrandvalueaccountingmeasurement-毕业论文翻译

1、An alysis of brand value acco untingmeasureme ntAbstract: A study from the World Brand Lab reports:In 2009, the world s top 500 brands list, the United States has 241 seats, acco un ti ng for n early half, topped the list, on ly 18 Chin ese brands list, acco unting for 3.6 %, ra nki ngseventh in the

2、world, whichisnot comme nsuratewithChina s economicstatus,butalso reflects China sbran d-build inga considerablelag. To this end,thedefi niti onofbrand value,assessme ntmethodsandmodels for a prelim inary discussi on, and to Un der the new guidelines to make certain the measurementof brandvalue in s

3、ights.Keywords:brand value;acco untingmeasureme nt; new guideli nesSince the 1990s, a series of major intern ati onal and domestic M & amp; A activity, led to the bus in ess community highly concerned about the brand value In 1988 Altria Group, formerly Philip Morris to four times Kraft (Kraft) of n

4、et assets purchase price of the compa nyIn 1996 Nestle Row ntree $ 2.5 billio n pou nds to buy all ofits right to use the six mark, set off the entire European bus in ess, but the fact that the extraord inarywisdom ofthese compa ni es.Brand value in the social and econo miclife is in creas in gly ta

5、ke n seriously, accord ing to U.S. data reflect Wall Street: the companyhas a well-knowntrademark of in come level and the level is gen erally higher than the S &P price-earningsratio of similarindicatorsof water, which has always been conservativeand even bankers are tempted, 1990 Dorden compan

6、y strademarks as collateral, le nding $ 480 millio n to Citiba nk in this con text,the domestic n ews media, the bus in esscommunity have begun to attach importaneeto brandvalue, such as <<EconomicTimes>>launchedthe China Famous Brand selection activities; since 1995, Beijing famous annu

7、al assessment issued China sBrand Value Study ; 2006, the China Electronic Chamber of Commerce held the first Chinese brand value of e-bus in ess conferen ce, selected brand value man ageme nt in dustry300 stro ng en terprises. June 2009,Sichua nTen gzh ongcase of acquisiti on of America n Gen eralH

8、ummer brand value is the Feng Jia n wave pushed to themouth, although sadly exit, while filli ng the n ame withouta pass Tengzhong a reputation now as long as Baidu, Tengzhong , pages 853 000 to find related articles, and Google s search volume is up to as many as 111 millio n.First, the defi niti o

9、n of the brand and the value 1 on the brand s classic definition of brand (Brand), from the ancient NorwegianBrandr, meaning burning. Atthat time people in this way to mark their own livestock and other private property to show disti ncti on in medieval Europe, the artisa ns use the mark on the labe

10、li ng of their products, and has a guaranteefor consumers,providelegal protecti on for their meaning, which is the prototype of the moder n trademark in the& It ;<OxfordDicti onary> ;& gt; i n , the brand is defi ned as used toproveownership,as a symbol of quality, or otherpurposes. AMA America

11、n Dietetic Associationthat thebrand is used to ide ntify products or services of one or agroupn ame,term,symbol,mark or desig n,andcomb in ati onsthereof,to distinguishbetweentheothercompetitors productsorservices of thesetwodefi niti ons are absorbed to some exte nt the theory of the brand symbols

12、that mark that the resources that the content of the theories of Chin ese famous brand expert Yu Ming Yan g, i n his book < ;<bra nding > > in, the brand is described as: it is in the process of marketi ng or com muni cati on form to the relati on ship betwee n product and consumer intere

13、st groups linked to, and bring new value to a medium which is the relati on ship that the resources that The eleme nt of thought and expressi on.(2) definition of brand value. Academics and practiti oners to give a differe nt meaning of brand value, brand man ageme nt Kevi n Keller Intern ati onal H

14、erald that brand value is the brand customers, cha nnel members and pare nt compa ny and has take n a series of jo int acti on, can get the brand than the brand name does not get more sales and more ben efits, but also to make the brand in the competitio n to get a stro nger, more stable, more speci

15、fic adva ntages. n eo-classical theory of value From the utility point of view that brand value is whether people will continue to buy a particular brand, customer loyalty and market segme nts may be otherin dicatorsmeasure.practiti onersmai nly n terbra nd, Brand Finan ce, FutureBrand, Young &

16、Rubicam, World Brand Lab Five intern ati onalbrand valuati on age ncy represe ntative, theuse ofin comemethod and market method, thein troducti onof parameters, qua ntitative in dicators,build ing models, and ultimately measure the brand value of the corresp onding compa ny.Second, the acco untingme

17、asureme nt of abrand value, brand valuation method will be purchased brand values ?into the acco unting and corporate bala nee sheet reflect the com mon practice in the world, but create their own brand long bee n excluded, eve n in before the 1980s, the U.S. and other highly developed market econo

18、my, capitalist coun tries are no excepti on, because although the expectedreturn and the future has somereleva nee, but this correlati on is not stable and accurate, will be charged directlyto the brand value of the assetsviolate the acco un ti ngprin ciple of prude nee; the sametime constraintsas a

19、ccountingmeasurementtechniquesand practitionersargue that China s current guidelinesdo not in clude the value of his own brand of acco un ti ng.Here are some popular assessment methods: (1) market approach. also known as market price comparison,is inthe ope n market through the collecti on and asses

20、sme nt of the brand is similar to the sample, compari ng similarities and differences,and then adjust the market price ofsimilar bran ds, come to be assessed brands for the price of an assessme nt methodology. This method is relatively simple and in tuitive, but the accuracy of the data, but with th

21、e market trad ingen vir onment,the quality ofin formati on disclosure are highly releva nt, of course, the selecti on of reference to be assessed brands and with the releva nt tech ni cal in dicators, such as the comparability of data man ageme nt is an importa nt factor in the quality of impact ass

22、essment (2 ) cost method from the theory in terms of the value of assets depe ndson its costs, and apositive correlati on betwee n the two, ie the higher of an asset s historical cost of its original value, and vice versa, so, in accordaneewith cost method to assess the brandvalue, we must first mea

23、sure the curre nt replaceme nt cost of the brand, excludingthe loss, you can ultimatelydetermine its value. In the cost evaluation mode basic formula is: = the assessed value is assessed replaceme ntcost of assets - physicaldepreciati on- fun cti onaldepreciation - economic depreciation, asset valua

24、tion or assessme nt of value = replaceme nt cost * (in tegrated) into a new rate. (2) in come method. is based on the ben efits of the brand is expected to be able to assess the brand value of the discountedflow of a method according to theselected model can be divided into specific: discounted cash

25、 flows,discountedbrand economy , discountedbra nd-discipli nary royalties and bra nd value-added (BVA) disco un ted four.2 brand valuati on model.(1) market structuremodel The model is essentially a specific application of the law of the market, that brand value is reflected through market competiti

26、 on, brand value and its market share, market capacity and market developme nt Profitability positivecorrelati onbetwee nthe use ofmarket un certa inty of the brand value would be ame nded to accurately assess the value of the brand. specific steps: First, measure out a known brand like the brand va

27、lues ?and are assessed three abilities, namelytheabilityof marketshare marketshare, equal to theenterprise sales revenue and the industry ratio of sales reve nue; market inno vatio n capacity of ROE and in dustry average retur n on net assets of the poor; market development capacity for the annual s

28、ales growth, sales growth is the ratio of the amount of sales last year. Second, the calculationresults with the known brands like thecorresp ondingin dicatorsto compare and findthecorresp onding perce ntage of each capability, accord ing to companysize, industry characteristics and other specificco

29、nditionson the ability of three percentage weightadjustment,then the weighted average calculated andfin ally into the formula: The assessme nt can be compared to a brand value = value of the brand * adjusted weighted averageperce ntage.(2)In terbra ndmodel theperforma nee of the model to market as t

30、he main basis for this assessment,the present value of money as thevaluati on the results using the model firstTo determine the brandstrength,according toIn tel s research, the factors that affect brand stre ngth total of seve n categories 80 to 100 parameters. They are the brand s market leadership

31、, stability, market forces,intern ati onal forces, tren ds, Li, supportive and protecti on force, the corresp onding weights from 5% to 25% range between the Specific formula: V = P * S, V is the brand value; P to bring the net profit for the brand; S for the brand stre ngth multiple.In terbra ndbra

32、nd evaluati onmethods has a strong intern ati onal in flue nee, i n additi on to In tel s own use,but also Bus in ess Week& gt; >,< ;<finan cialworld> > and otherwell-knownpublicationsin the preparation of its annualran ki ng of brand value to use. (3) WBL (World Brand Lab) model. Worl

33、d Brand Lab assess the use of the brand is affordable method (Ec ono mic Use Method). through the company s sales revenue, profitand other data,comprehensiveanalysis, the use of economicvalueadded method ( EVA) to determinethe level ofprofitability, while, with the use of their orig in al leader of

34、the brand value-added toolbox (BVA Tools) to calculate the con tributi on of brand to reve nue, forecasti ng corporate earnings trends and brand con tributi ontoin come in the future the proporti on of final adoptio n of the market, in dustrycompetiti on,en viro nmen talriskanalysis to calculate the

35、 brand s current value formula is:brand value = E * BI * S, where E is the adjusted bus in essin come that is calculated whe n the poi nts forward trace two years, while the n ext two years of earnings forecasts,and given appropriate weight, the calculated average of bus in ess receipts. BI for the

36、brand value in dex, is through the use of brandvalue-added toolbox calculatedbrand the con tributi onof curre nt in come, is specificallyexpressed in the brand value perce ntage of total bus in ess receipts. S factor for the brand stre ngth, mai nly due to the n ature ofbus in ess, in dustry, n atur

37、e,leadership,intern ati on al,stability, developme nt trends six factors.WorldBrand Lab by Nobel laureate Robert Mun dell,chaired since 2003 in 49 coun tries of the world more tha n 30,000 brand track ing study (4) domestic brand valuati on model of China s brand value assessment of a late start, ma

38、in ly in Beiji ng Famous-Bra nd Evaluati on Co., Ltd., and North Asia, asset appraisal firms and other things as the represe ntative of Beiji ng Famous-Bra nd Evaluati on Co., Ltd.of assessment methods: P = M + S + D, P is the brand integrated value; M for the brand s market share capacity;S value f

39、or the brand Profitability; D for the brand s growth pote ntial. The model parameters and data usedto fully draw on the foreig n mai nstream brand valuatio n age ncy approach, tak ing into acco unt a comb in ati on of domestic enterprises and the actual characteristics, such as M, S are the object b

40、eing evaluated using the most rece ntyear of finan cial data, D, Measureme ntandInterbrand,the brand strength multiple similar on thisbasis, the correcti on factor by in dustry, revised the scale of the in dustry, upstream, midstream and dow nstream brand in flue nee.3 brand econo metric model of ch

41、oice. A comb in ati onof these features several major assessme ntmodel,proposedfirst in China s listed companies topromote brand value measurementin the assessmentshould be based on the in come approach and market approach, based on the model selected by the compa ny Accord ing toself-determ inethei

42、r own in dustrycharacteristics, but the charge of the industry sector or in dustry associatio ns should be based on the characteristics of the in dustry harm oni zati on of the basic parameters and tech ni cal in dicators used in assess ing the idea of ?the model, the proposed contribution to the br

43、and value of the history of in come gains, thebrand is expected to retur n , reve nue, brand sen time nt in dex into the model or as an ame ndme nt to the assessme nt results.Third, the new acco un ti ng sta ndards, corporatebrand valueacco un ti ngmeasureme ntto improveChina s 2006 enactmentof the&

44、t;<AccountingSta ndardsfor En terprises No. 6- Intan gibleAssets>>in article 11 that enterprisescreate theirown intern ally gen erated goodwill and bran ds, n ewspaper n ame etc., should not be recog ni zed as intan gible assets.This provision greatly reduces the value of corporatebrandreco

45、gnitionof the scope of transactionsthatcorporatebrand orspecificdepartme ntsonlyafterevaluati onto confirmits value.under the historical1 costprin ciple,the brandvaluemeasureme ntismain lyachieved by the brand that occur duri ng the various fees and costs of measureme nt, but in reality, this measur

46、e is clearly un reas on able, not fair, because the brand s futureearningsforthe enterpriseis oftenhigherthanin thehistory of recog ni zed the value of the cost of the n ext, so I believethat the brandshouldadoptfairvaluemeasureme nt model.For the brand purchased in accorda nee with the time of purchase tran sacti on costs, because the compa ny already has a well-known brand and user base, the tran sacti on cost is actually a fair market price for their own bran ds, accord ing to 6 criteria for the