Abstract: Intangible assets such as brand and
patent are becoming important part in corporate management today. An evaluation
model of brand value developed by the Ministry of Economy, Trade and Industry
(METI) of Japanese government is introduced in this paper. The authors analyzed
the frame work of METI model, and developed a program to calculate the brand
value with 14 electric companies. Depend upon the result of correlation coefficient
analysis between brand value and other factors, the authors found that brand
value is greatly influenced by market capitalization and current profit rather
than total assets. The authors conclude that METI model is a useful tool
for corporate management though there are many issues should be discussed
still
Author: Takanori
Miyazaki, Takao Ito, and Hiroshi Kimura