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.