The Empirical Research Of The Brand Value's Influence To The Financial Performance

On January 18,2015,The first China independent brand summit was held in the great hall of the people.The summit was hosted by the people's BBS magazine of People's Daily,the theme of the meeting is“Renaissance of the country and the independent brand in the future”,deeply discussed the economic challenges and opportunities the Chinese independent brand faced under the new norm.The "twelfth five-year" plan of China proposed "promote the construction of independent brands,to promote the brand value and effect",so brand and brand value has already beyond enterprise level become an important part of the national strategic layout.The reason of paying weedly attention to brand value is the fact that the company who has brand value higher relatively has strong market competitiveness and good financial performance.But at this moment,we must think seriously about these questions,such as the problems in the brand management and the differences between industries.So this paper wants to discuss the brand value's influence to the financial performance.On the one hand,the paper analysises lag issues between them.On the other hand,this paper discusses the the differences between industries.The purpose of this paper is providing some reference opinions about brand construction and management.Firstly,on the base of the theory of the brand value's influence to thefinancial performance,this paper's research framework is proposed.In order to avoid using the single financial performance indicators to explain the companies' financial performance,this paper decided to use composite indicators.Using factor analysis method to extract principal component,then according to the weight to get a comprehensive financial performance evaluation index.The sample of this paper has 41 companies.They come from the ranking of brand value and they were divided into 11 industries according to the CSRC industry classification standard.This paper establish the regression model to verify the two hypothesis.In the end,this paper has two conclusions.The conclusion is that the influence of the brand value to the enterprise financial performance has lag period,the best lag period is at the second year.The other conclusion is that there has difference between the different industries on the question of the brand value's influence to the financial performance.For example,The contribution to the home appliance retail industry,automobiles and auto parts industry is more obvious,and contribution to the food and beverage industry is relatively weak.This phenomenon is associated with the openness of industry.In this paper,by establishing the model,to explain the lag effect between the brand value and the enterprise financial performance,to analysis the fact that different industry brand value has differentcontribution to the enterprise financial performance.Then we can provides a new thought for the brand managers in different enterprises of different industries on the question of the brand building and maintenance work.