The empirical analysis via the corporate brand power evaluation model

In the 21st century, a shift in the principal component of the value and growth potential of companies from tangible assets to intangibles, notably brand power and technological capabilities, is occurring. Intangibles are things that generate future cash flows (claim rights) having no physical form, but do not include financial instruments. Intangibles are underlying assets that create competitive advantage over rival companies. Brands, in particular, have come from being regarded as marketing assets to being considered important assets of the company as a whole subject to asset recognition and are considered intangible assets of strategic importance to business management. Corporate brand management is now a business management issue, and brand value indices are essential for supporting brand management. In this paper, we present the results of the empirical analysis via the corporate brand power evaluation model proposed by H. Tsuda (2010). As the important aspect of a company´s value and growth potential from the perspective of business management shifts from tangible assets to intangibles, corporate brand power is expected to become increasingly important. From the empirical results, we find useful evidence that the corporate brand power evaluation model performs well for the estimation of the level of corporate brand power.