我國財務會計準則公報第三十七號「無形資產之會計處理準則」公布後,正式將多數無形資產的價值資本化。然而,與無形資產相關之品牌,至今卻仍無一個明確的衡量依據。倘若能利用品牌鑑價模型將尚未能被可靠衡量的品牌價值量化,則有助於將品牌價值資本化。本研究先採用日本HIROSE品牌鑑價模型計算出上市(櫃)食品工業自2003年至2007年的品牌價值,再藉由迴歸模型進行企業之廣告費、研究發展支出、營業毛利率與產品多元化程度對品牌價值之影響的實證研究。其實證結果顯示,企業之廣告費、研究發展支出與營業毛利率對品牌價值有正向且顯著的影響;遞延一期之廣告費、研究發展支出對品牌價值則存在遞延效果;而產品多元化程度愈高者,其品牌價值亦愈高。另外,經由T檢定結果發現,企業有外銷能量與有通過食品GMP績優廠商認證者的品牌價值表現亦較佳。故本研究認為,欲創造食品工業之品牌價值,除致力於提升品牌知名度、研發創新能力與企業經營績效之外,更應以追求卓越品質為目標,並積極地發展多元化產品與擴張外銷能量,才能擁有源源不絕的品牌營收,進而達到使品牌價值極大化的目標。
After No. 37「Intangible Assets」issued by the Financial Accounting Standards Committee in Taiwan, the most intangible assets had become capitalization, but actually the brand is still not be capitalized. The study used the Japanese Hirose brand valuation model to calculate the brand value of the listed and over-the-counter companies in the food industry from 2003 to 2007. The study used advertisement disbursement, research and development disbursement, gross profit ratio and product’s level of diversification to research on the brand value by regression model. The result of study showed that the independent variables had a positive effect on the brand value. After T test, it showed that when enterprise had the expansion for sale abroad or the GMP for food industry, the brand value would be better. The conclusion was that when enterprise wants to create the brand value, in addition to raise advertisement, the activities of research and development and the business performance, it should be in pursuit of the excellence quality, the exporting trade and diversification. Then it will not only have a good deal of brand earnings, and the brand value will achieve the goal of greatly.