兩岸銀行品牌的關鍵因素分析

摘要近來亞洲地區經濟崛起，大量的國際資金湧進，試圖尋找優質的投資標的。同時，也為該地區的金融機構注入大量活水，亞洲地區的銀行業在全球的金融地位也跟著水漲船高。本研究以兩岸銀行業的品牌排名研究主題，選取2013年至2020年間Brand Finance所統計之世界500強銀行品牌價值排名為樣本，從CAMELS指標和公司治理等變數中，尋找影響品牌排名的關鍵因素。研究發現資本適足率與流動準備比率可能對品牌排名的影響方向為負，且總資產成長率與營收成長率可能對品牌排名的影響方向為正。此外，邊際效果顯示，在短期與中期時，資本適足率、流動準備比率皆對品牌排名產生負面效果，且總資產成長率對品牌排名皆產生正面效果。本研究主要貢獻在於採取品牌相對排名的方式分析影響品牌排名變化的關鍵因素，有別於品牌價值的絕對數值可能產生數值計算差異，比較相對排名更能凸顯品牌在不同年度間品牌價值的變化程度。

關鍵字

CAMELS指標；公司治理；品牌排名；品牌價值

並列摘要

Abstract Recently, Asia economy has been rising, a large amount of international capital has poured in, trying to find high-quality investment targets. At the same time, the banking industry in Asia has also risen in the global financial position. Based on the research topic of brand ranking in the cross-strait banking industry, this paper selects the brand value ranking of the world's top 500 banks according to Brand Finance statistics from 2013 to 2020 as a sample. This work looks for the key factors affecting the brand ranking from variables such as CAMELS Rating System (Capital Adequacy, Asset quality, Management, Earnings, Liquidity, and Sensitivity) indicators and corporate governance. The result found that the capital adequacy ratio and the working capital ratio probably have a negative impact on the brand ranking, and the total asset growth rate and revenue growth rate are likely to have a positive impact on the brand ranking. In addition, the marginal effect shows that the capital adequacy ratio and the liquidity reserve ratio have a negative effect on the brand ranking, while the total assets growth rate has a positive effect on the brand ranking in the short and medium term. The main contribution of this study lies in the analysis of the key factors that affect the changes in brand ranking by using the method of relative brand ranking. Comparison of relative ranking can better highlight the degree of change in brand value of brands in different years.