• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKI, Google Scholar, Electronic Journals Library, Crossref, Ulrich's Periodicals Directory, MESLibrary, etc.
    • E-mail: joebm.editor@gmail.com
HOME > Archive > 2022 > Volume 10 Number 4 (Aug. 2022) >
JOEBM 2022 Vol.10(4): 263-266 ISSN: 2301-3567
DOI: 10.18178/joebm.2022.10.4.709

A Study on Competitive Trend of Global Top 100 Brands

Yu-Chin Hsiao, Mei-Wei Yang, Yi-Ling Lo, Chia-Hui Feng, Wei-Ping Hsu, and Rain Chen

Abstract—Brand competition is the issue that enterprises must face in global development. Consumers would gradually develop trust and loyalty to enterprises through the brands. Besides, enterprises could accumulate huge brand value through brand management. This study has analyzed the brand value (BV) of the global top 100 brands from 2012 to 2021 (10 years totally). Furthermore, for enterprises that have been ranked among the global top 100 brands for ten consecutive years, their brand familiarity (BF), brand identification (BI), brand aesthetics (BA), brand visual design (BVD), and brand recommendation (BR) have further been analyzed. The results showed that the average annual survival rate of the top 100 brands would be 93% and the brand value of the top 5 brands accounted for 26% of the overall values. This showed that the brand competition has been fierce and the differences between brand values would be great. Besides, BR, BI, BA, and BVD showed medium to high degree of correlation. This represents that brand visual design and brand recommendation of consumers would be highly correlated.

Index Terms—Brand aesthetics, brand familiarity, brand identification, brand recommendation, brand value, and brand visual design.

Y. C. Hsiao, M. W. Yang, Y. L. Lo, and R. Chen* (Corresponding Author) are with Department of Visual Communication Design, Southern Taiwan University of Science and Technology, Taiwan (e-mail: z0b@stust.edu.tw, qa4@stust.edu.tw, ma9j0202@stust.edu.tw, ocean@stust.edu.tw). C. H. Feng is with Department of Creative Product Design, Southern Taiwan University of Science and Technology, Taiwan (e-mail: wanda@stust.edu.tw). W. P. Hsu is with the Far East University, General Education Center, Taiwan (e-mail: pin36@mail.feu.edu.tw).

[PDF]

Cite:Yu-Chin Hsiao, Mei-Wei Yang, Yi-Ling Lo, Chia-Hui Feng, Wei-Ping Hsu, and Rain Chen, "A Study on Competitive Trend of Global Top 100 Brands," Journal of Economics, Business and Management vol. 10, no. 4, pp. 263-266, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

PREVIOUS PAPER
Construction Building of Belt and Road Initiative in the Middle East: How Does BRI Affect the Country Economy
NEXT PAPER
Economic Integration, Its Recent Practical Challenges Encountered and the Solutions Adopted
Copyright © 2008-2024. Journal of Economics, Business and Management. All rights reserved.
E-mail: joebm.editor@gmail.com