Study of the components of brand valuation and effectiveness

Abstract

Brand is a concept like an equity which is continuously cultivated and accumulated for a long time. As the result of K-BPI supervised by KMAC, Morning Glory is at the top of high-royalty brand in the general category of consumer goods by taking the first for 11 years in succession, in the part of general stationary among the consumer goods' general parts. After extracting components of brand valuation, main characteristics of Morning Glory are arranged and current environment of brand is examined, so this study will be a guidance to establish the direction of brand policy. © 2012 Springer-Verlag Berlin Heidelberg.