KR20010025757A - archive media and method for incorporeal property evaluation using number of advertisement exposure - Google Patents

Abstract

PURPOSE: The system and method for measuring the intangible asset property are provided to measure an enterprise value including an intangible property by measuring a brand value of the enterprise by reflecting a changed economic state. CONSTITUTION: A database having information indicating an enterprise value is built for measuring an intangible property of an enterprise(S100). Intangible property information of the corresponding enterprise for measuring an intangible property is inputted(S110). The intangible property of the corresponding enterprise is measured using the inputted intangible property information of the corresponding enterprise(S120). The measured intangible property information of the corresponding enterprise is output(S130). At the above (S100) stage, a value information of the enterprise indicating the value of the enterprise must be included in a database for measuring intangible property of the enterprise using a medium.

Description

Method of measuring intangible assets using the number of advertisement exposures and computer readable recording media recording the method {archive media and method for incorporeal property evaluation using number of advertisement exposure}

The present invention relates to a method for measuring intangible assets using the number of exposures of advertisements and a computer-readable recording medium recording the method. In particular, when measuring brand assets included in intangible assets, the method of measuring intangible assets using the number of exposures to measure brand assets more accurately by counting the number of advertisements of the group advertised on multiple media can be read by computer. To a recording medium.

In general, a brand can be defined as a name, language, signal, symbol, design, or a combination of which is distinct from competing third-party products and is shaped by the specification of the sales group or seller's products and services. have.

Moreover, due to the development of the Internet, the first contact point of consumers and companies on the Internet is the domain and brand, as the environment of the enterprise is going from off-line to on-line or registering as a new company online. As a result, especially in cyberspace, the value of a brand is an important component when measuring the value of a company's assets.

Therefore, even when trying to measure the value of a company, a number of countries outside the UK, Australia, New Zealand, and the European Union allow the inclusion of brand value in intangible assets as well as tangible assets. The Simon and Sullivan model, an accounting measure, is being used.

The brand asset measurement method of the Simon and Sullivan models measured brand assets by using the advertising cost, the number of years of establishment of the company, the order of market entry, and the advertising expenditure compared to the competitors as the variable of the brand asset. Since consumers are heavily influenced by brand awareness by spending, the advertising expenditure variable compared to the competitors described as an important factor in the measurement of brand assets.

However, the conventional Simon and Sullivan models do not accurately measure and verify the brand value of a company because the component acting as a variable does not reflect the changing economic situation in the asset measuring method of an intangible asset brand. There is a problem.

The present invention is to solve the problems of the prior art, an object of the present invention is to accurately measure the brand value of the company by using the component that reflects the changing economic situation in the brand asset measurement method, the brand asset measurement method To accurately measure and also provide data verified using the brand equity measurement model of the present invention.

Technical concept for achieving the present invention, the step of establishing a database of information representing the value of the company by year, the step of inputting the intangible asset information of the company to measure the intangible asset, the inputted company Measuring intangible assets of the company using intangible asset information, and outputting the measured intangible asset information of the company; Present a computer-readable recording medium.

1 is a flow chart illustrating the steps required for an entity to measure its intangible assets.

Hereinafter, with reference to the accompanying drawings, the configuration and operation of the embodiment of the present invention will be described in detail.

The measurement of an intangible asset of a company focuses on companies that can measure the value of the company in Korea Securities Computerization, Korea Credit Rating Institute, or Kis-Fas data company, so that they can database specific information.

1 is a flow chart illustrating the steps required for an entity to measure its intangible assets.

As shown in Figure 1, in order to measure the intangible assets of the company, the step of establishing a database of information representing the value of the year by year database (S100),

Inputting intangible asset information of the corresponding company for which the intangible asset is to be measured (S110);

Measuring the intangible asset of the corresponding company using the inputted intangible asset information of the corresponding company (S120),

Outputting the measured intangible asset information of the corresponding company (S130).

In the step S100, first, in order to measure the intangible assets of the company by using the recording medium, the company value information, which is information representing the value of the company, must be constructed in advance in a database.

Here, the value of the enterprise is divided into tangible assets and intangible assets, and the value of the enterprise is defined as in Equation 1. Equation 1 is as follows.

V ^* : corporate value

V _I : Intangible Assets

V _T : Tangible Assets

V ^* is generally composed of the market value of the common stock of the company, the market value of the preferred stock, the long-term debt of the company, and the short-term debt of the company.

In addition, the property, plant and equipment (V _T ) data represents the book value of the company and uses the data registered in Korea Securities Computerization, Korea Credit Rating Institute and Kis-Fas data.

Here, the intangible asset V _I is a function composed of variables such as brand assets, research and development costs, patent rights, and monopoly profits obtained by industry, and a function representing the intangible asset is defined by Equation 2. Equation 2 is as follows.

V _b : Brand Asset Variables

V _nb : R & D cost and patent variable

V _ind : exclusive revenue variable to the industry

That is, by the function shown in Equation 2, the intangible asset can be represented as a useful value.

In addition, in order to measure intangible assets (V _b ) for each year of the company whose value information is registered as data using Equation 2, the brand asset variable (V _b ) must be substituted, and the substituted brand asset variable The expression of (V _b ) is represented by equation (3). Equation 3 is as follows.

V _b1 : Value that creates demand

V _b2 : Value of reduced marketing costs

V _nb : R & D cost and patent variable

V _ind : exclusive revenue variable to the industry

In other words, intangible assets are represented by the addition and subtraction of variables such as the value that creates demand, the value that reduces marketing costs due to brand assets, the R & D cost, patent rights, and the substitution of market share.

In addition, when the value (V _b1 ) of generating demand described in Equation 3 is measured using Simon and Sullivan models, the advertising cost and company establishment year are variables of the value (V _b1 ) of creating demand. (age) (using the data registered in the Korea Listed Council), market entry order, and advertising spending compared to competitors, while in the present invention, instead of advertising costs, adno (adno) (registered in ADchannal) Data is used to measure the value (V _b1 ) that creates demand.

The reason for using adnos as a substitute for advertising costs is based on regression and correlation analysis using brand score data registered by Korea Management Association as a dependent variable and ad costs, adnos and exposures as independent variables. This is because the adno- sity was higher than the advertising cost and the t-value was high without the multicollinearity among the three variables.

Here, the t-value (Student's t-statistic) is a value derived by assuming that a sample is drawn from each of the sectors, and the measured value constitutes a standard normal distribution shown as a bell. .

In addition, the sum of the value (V _b1 ) for generating the demand described in Equation 3 and the value (V _b2 ) for reducing the marketing cost may be replaced with a brand asset variable (V _b ). In other words, the brand asset variable (V _b ) is expressed as the sum of the value that creates demand and the value that reduces marketing costs.

In addition, the exclusive profit (V _ind ) gained by the industry is determined by the ratio of total sales (CR4) and the degree of regulation (reg) to the total sales of the firms ranked from 1st to 4th in the same industry. get affected. Thus, the exclusive profit (V _ind ) obtained by the industry can be measured by substituting the regulatory degree (reg) for CR4 and the industry, the substitution is described in equation (10).

In this case, the data of CR4 used the data registered in the Korea Listed Council. In addition, the regulation degree (reg) for the sector is divided into a permit system, a registration system, a reporting system, and in the case of a permit system with a severe regulation by industry, a dummy variable of "1" was used. A dummy variable of "0" was used.

In addition, the market share (S) of the company may also be represented by using the value (V _b2 ) and the research and development cost and the patent right variable (V _nb ) in which the marketing cost described in Equation 3 is reduced. The market share (S) is as shown in Equation 4.

S _b2 (same as V _b2 ): value of reduced marketing cost

S _nb (same as V _nb ): R & D costs and patent rights

In other words, the factor determining the market share (S) of a company is represented by the sum of the value (S _b2 ), which reduces marketing costs, and the R & D cost and patent rights (S _nb ).

The reason described by replacing the V _b2 and V _nb in S _b2 and S _nb, respectively, because the dependent variable and the value of R & D, patents the market share marketing costs.

In addition, the value (V _b2 ) and the research and development costs and patent rights variable (V _nb ) to reduce the marketing cost described in Equation 4 can be defined as a function consisting of the variables described in Equations 5 and 6. Equations 5 and 6 are as follows.

ord: Market entry order

adshr: share of advertising costs over competitors

That is, the factor that determines the value (S _b2 ) in which the marketing cost is reduced due to the brand asset is defined as a function using the market entry order and the ad share of the ad ratio compared to the competitors.

Here, the data of the market entry order (ord) and the ad ratio share (adshr) compared to the competitors used the data registered in TS-2000, a program provided by the Korea Listed Council and the Korea Listed Council.

patshr: Share of patent rights over competitors

rndshr: R & D cost share compared to competitors

In other words, the factors that determine the value of R & D costs and patent rights are defined as a function using the share of patent rights (patshr) over competitors and the share of R & D costs (rndshr) over competitors.

Here, the patent rights share (patshr) data compared to the competitors (the number of patent rights) registered in the Patent Office and the research and development cost share (rndshr) data compared to the competitors used the data registered in the Korea Listed Council and TS-2000.

Finally, the equation for obtaining the market share (S) described in Equation 4 is finally expressed by Equation 7 using Equations 5 and 6, the value of which is measured, and the measured market share (S) data. Is databased. Equation 7 is as follows.

S: Market share

b ₀ : intercept

ord: Market entry order variable

adshr: Variable share of competitors

patshr: Variables in patent rights share over competitors

rndshr: Variable of R & D cost share compared to competitors

Residual

In other words, the factors that determine the market share are the calculation of market entry order (adshr) compared to competitors (adshr), patent shares (patshr) compared to competitors, R & D share (rndshr) compared to competitors Is represented.

In step S110, the corresponding company that wants to measure intangible assets includes a carrier wave that receives data through a magnetic recording medium such as a ROM, a floppy disk, a hard disk, an optical read medium such as a CD-ROM, a DVD, or the Internet. Intangible asset information input screen for inputting intangible asset information of a company to measure intangible assets by running the intangible asset measurement program, which is programmed to run on a computer, to measure the intangible assets of an enterprise stored on the same record carrier. Outputs

In the intangible asset information input screen, in order to measure the expected value of the value of reducing the marketing cost of the company in which the intangible asset is measured, the market entry order information and the share of the advertising expense ratio compared to the competitor in the intangible asset are input. Output the screen to enter and enter according to the input form.

In addition, in order to measure the expected value of R & D costs and patent rights, a screen for inputting information on the number of shares of patent rights over competitors and information on share of R & D costs against competitors to measure intangible assets is entered and entered according to the input form. .

In addition, to measure the corporate brand asset (B ^* ) of the company, a screen for inputting advertisement exposure count information, company establishment year information, and expected value information of a value that reduces marketing costs is displayed. And input according to the input form.

In the step S120, the screen in which the market entry order information of the company and the advertising cost share information of the competitor is entered in step S110, the patent number share information of the competitor and the R & D cost share information of the competitor are entered, respectively. It is measured by equations (8) and (9). Equation 8 is as follows.

E (S _b2 ): The expected value of the value of reduced marketing costs.

ord: The measured market entry sequence variable of the entity within the entity in which the intangible asset is to be measured.

adshr: Variables in the share of advertising costs compared to the measured competitors of the entity seeking to measure intangible assets.

Equation 9 is as follows.

E (S _nb ): The expected value of the value of R & D costs and patent rights.

: Measured section.

patshr: Variables in the number of patent rights that have been measured over a competitor's measured competitors who wish to measure intangible assets.

rndshr: Variables in the R & D cost share of a measured competitor of an intangible asset.

: Residuals of a company measured by year.

The intangible asset (V _I ) of the corresponding company including the information measured in Equations 8 and 9 and the brand asset (B ^* ) may be measured, and the method of measuring the intangible asset (V _I ) is It is represented by Formula 10. Equation 10 is as follows.

V _I: The measurement of intangible assets of the company to measure the intangible assets.

: Intercept.

CR4: Variables of concentration of four firms in the sector of the firm in which the intangible asset is to be measured.

reg: The measured dummy variable variable of the entity for which the intangible asset is to be measured.

B ^* : The measured brand asset of the entity for which the intangible asset is to be measured.

E (S _nb ): Expected variable of the value of the R & D expenditure and patent rights of the entity for which the intangible asset is to be measured.

: Residuals of a company measured by year.

The measured corporate brand asset (B ^* ) of the company that intends to measure the intangible asset described in Equation 10 is the degree of regulation for CR4 and the business type (V _ind ). reg) to measure the value, and the measured corporate brand asset (B ^* ) of the corresponding company is substituted and measured as shown in Equation (11). Equation 11 is as follows.

B ^* : The measured corporate brand asset of the entity for which the intangible asset is to be measured.

adno: The variable of ad exposures measured by the entity for which it intends to measure intangible assets.

age is the measured year of establishment of the entity for which the intangible asset is to be measured.

E (S _b2 ): Expected variable of value that reduces the measured marketing cost of the entity seeking to measure intangible assets.

In order to verify the asset measurement method of the brand of FIG. 1 described above, the substitution value of the brand asset was used as the Korea Brand Power Index of Korea Management Association and verified by substituting the individual variables of the individual brands.

The reason why Korea Management Association's brand power index is used as a substitute for brand assets is that it is a brand research in a more objective way than other institutions by surveying domestic major industries that are closely related to consumer life and indexing them. to be.

In addition, based on the classification table produced by the advertising agency and the Korean advertising data (Adchannel) by the Brand Standard Code Committee established by the advertising corporation in order to reclassify various product groups, it is classified into 12 industries. The data shows the number of product groups and brands by year.

In addition, in order to measure intangible assets using the number of exposures, the exposure frequency and the exposure amount of individual brands are first examined.

Here, the number of exposures refers to the number of times the target individual brand has posted advertisements on television, radio, newspapers, magazines, etc., and the calculation of the exposure amount is 1 stage for newspapers, 1 page for magazines, 1 second for televisions, and radios for television. Percentages were used as a percentage and those calculated based on the grade for each medium were used. In addition, the advertising costs, the number of impressions, and the amount of exposure for each brand were all registered data of Korean AD data.

Table 2 shows the basic statistics between brand index, advertising cost, impressions and impression volume.

The data shown in Table 2 is calculated by integrating the data of 1998 and 1999, the unit is advertising costs million won (1,000,000), exposure is million (1,000,000) units.

As shown in Table 2, Korea's representative individual brands had an average annual advertising cost of KRW 2.3 billion, an annual exposure frequency of 1,205, and an annual exposure of 38 million. In addition, the advertising costs, the number of impressions, and the amount of exposure are all equally distributed due to the similarity between the skewness and the kurtosis. Therefore, it is possible to analyze variance and regression analysis is possible because all variables are continuous functions.

Table 3 shows the correlation between brand index and advertising cost related variables using Pearson's correlation.

The reason for using Pearson's correlation in Table 3 is that the variables were all one-to-one relationships, and the data shown in Table 3 were calculated by integrating the 1998 and 1999 data. .

Where "*" is 10% significance level, "**" is 5% significance level, and "***" is 1% significance level.

As shown in Table 3, it can be seen that the most correlated with the brand index is the number of impressions, not the advertising costs. That is, the example shows that using the number of impressions is a more accurate measurement method when measuring brand assets.

Table 4 shows the results of regression analysis on consumer goods, durable goods, and all types of industries, with the brand index as the dependent variable and advertising costs, the number of exposures, and the exposure as independent variables.

Where "*" is 10% significance level, "**" is 5% significance level, and "***" is 1% significance level. In addition, the F value is a significance level of 0.01% or less.

As shown in Table 4, in the regression analysis, the coefficients of the impressions of consumer goods, durable goods, and all types of businesses are higher than the coefficients of advertising costs, and the t value is also higher than the advertising costs. Can be.

In addition, in the goodness of fit of the data model of Table 4, the F values were all significant at the level of 0.01 or less, and since the Durbin-Watson values were all close to 2, there was no autocorrelation. In addition, in the case of multicollinearity, the value of variation inflation factor (VIF) was less than 10 for consumer goods. In addition, in all industries, a VIF of 10 or more was caused by a high correlation between advertising costs and exposure, and was not related to the number of exposures.

Where VIF is " Is expressed as " "Means the correlation coefficient, that is, the relationship between the variable and the denominator," "Is called the denominator tolerance, that is, if the jth independent variable does not correlate with the rest of the independent variables," ", And the VIF and denominator are both" 1 ".

On the other hand, if the jth argument has a complete relationship with the rest of the arguments, "VIF = ∞", and the denominator's tolerance is 0. Typically, a VIF value of 10 or more is considered to be multicollinear. Multicollinearity is the relationship between one independent variable and the other independent variable. Means to have.

Therefore, in order to verify the above-mentioned Table 4, a regression analysis was performed on the relationship between the advertising cost and the number of exposures except the exposure amount, and the analyzed results are shown in Table 5 below.

As shown in Table 5, as shown in the regression analysis of the advertising cost and the number of impressions, all the coefficients of the impressions were larger than the coefficients of the advertising costs, and the t value of the impressions was greater than the t value of the advertising cost. Came out. In addition, the VIF value that proves the correlation between the two variables is less than 10 and treated as a separate variable, it can be seen that the number of advertisement exposure can be used instead of the advertising cost.

As a result of verifying by using a brand index used as a substitute for brand assets, which is described above in Tables 1 to 4, it can be seen that the number of exposures affects brand assets more than the advertising cost.

Hereinafter, variables other than the advertisement cost related variables will be verified.

Among the variables of Simon and Sullivan's brand equity are advertising expenses, company establishment year, order of entry, and advertising expenses compared to competitors.

Among the four variables mentioned above, the results of using domestic data show that the number of impressions is more significant than the advertising cost, and also to verify the advertising expenditure compared to other competitors, the number of exposures to competitors, and the exposure to competitors. Shall be.

Table 6 shows the data of the brand index and the advertising cost-related variables.

Here, AD_SHR is the share of advertisement by industry, NO_SHR is the number of advertisement exposure by industry, and AM_SHR represents the amount of advertisement exposure by industry. In addition, the data shown in Table 6 is calculated by integrating the data of 1998 and 1999, and the unit is advertising costs of 1 million won (1,000,000) and exposure amount of 1 million (1,000,000). In addition, the industry classification for individual brands used the classification data described in Table 1 above.

As shown in Table 6, the average share of advertising costs by industry in each brand accounted for 1.8%, which was similar in all three variables.

Table 7 shows Pearson's correlation between the brand index and variables related to advertising costs relative to competitors.

The data shown in Table 7 is calculated by combining the data of 1998 and 1999, "*" is 10% significance level, "**" is 5% significance level, "***" is 1% It is a significance level.

As shown in Table 7, the most correlated with the brand index was the share of advertising compared to competitors, and the correlation between the brand index and the three variables was all significant.

Table 8 shows the results of the regression analysis, where the brand index is continuous and the three variables are considered as equal variances when considering the skewness and kurtosis of Table 6, with the former skewness as the dependent variable and the latter kurtosis as the independent variable.

Where "*" is 10% significance level, "**" is 5% significance level, and "***" is 1% significance level. In addition, the F value is a significance level of 0.01% or less.

As shown in Table 8, it can be seen that the advertising cost share compared to competitors in the consumer goods, service goods, and all sectors is larger than the number of impressions compared to competitors and the t value is also larger.

In this case, according to the results shown in Table 8, the same results as those of Simon and Sullivan's brand assets were used.

Next, we will verify the company's establishment year using domestic data among the variables of brand assets used by Simon and Sullivan. Prior to the verification, the method of Simon and Sullivan calculated the year of establishment of the company in the company brand from the day when the target company entered the relevant industry (main industry). However, since the Korea Management Association's brand index is an individual brand index, it will be used until the end of December 1998 and the end of December 1999 from the date the individual brand first advertised on one of the four media.

In addition, the brand's initial launch period was based on data from the Association of Advertising Organizations (adic.co.kr) and Basis Net. In the process of examining the brand's launch time, some individual brands were only filled out by year and month, so the age of individual brands was calculated in months for consistency.

In addition, market share was used as a measure used by each industry. As an example, Suzhou used shipments, mobile phones, pianos, water purifiers, automobiles, PCs, and photocopiers, and sales numbers, and air and mobile phone services. In the case of the financial industry, the FSS used life insurance as income premiums, banks as total assets, and securities companies as commitments, while the sales of individual brands were used as substitutes for market share.

Table 9 shows basic statistics on brand index, market share, brand age, and number of impressions.

Where the unit is months. In addition, data on the market share (MK_SHR) include the Korea Development Bank, Korea Dairy Industries Association, Korea Liquor Industry Association, Korea Food Industry Association, Dayco Industry Research Institute, Korea Electronics Industry Association, Korea Newspaper, Korea Gas Petroleum Association, Korea Information and Communications Promotion Association, Ministry of Information and Communication, Korea Automobile Manufacturers Association, Korea Pharmaceutical Manufacturers Association, Korea Manufacturers Association, Korea Enterprise Evaluation, Korea Distribution Industry Research Institute, Korea Convenience Stores Association, Food Journal, Korea Securities Supervisory Service, Insurance Supervisory Service, Korea Petroleum Association, Korea Paper Federation, Data registered by Korea Gas Petroleum Equipment Association and Maeil Business Newspaper were used, and data of Brand Age (BR_AGE) were used by the Association of Advertisement Association (adic.co.kr) and Basis Net. The data on the number of exposures used data registered in the Korean advertising data (AD channel).

As shown in Table 9, the reason why the market share for individual brands is 20.68% is that the market share for individual brands was treated as a company's confidentiality in the process of collecting data, and not all data were obtained. The figures are high because they do not include market share.

In addition, the announced brand is based on brands that have already succeeded in the market. In addition, based on the data in Table 9, the average life span of a domestic brand is 123 months, which is 10 years 3 months.

Table 10 shows the Pearson correlations between individual brand indices and variables in brand equity.

The data shown in Table 10 is calculated by combining the data of 1998 and 1999, "*" is 10% significance level, "**" is 5% significance level, "***" is 1% It is a significance level.

As shown in Table 10, the factor that most influences the index of individual brands is represented by market share. However, market share is the result of a successful brand rather than an input of brand assets, and brand age is an important variable that forms brand assets and shows a higher correlation with the individual brand index than the number of exposures.

Table 11 shows the data obtained by dividing the regression analysis between individual brand index and variables of brand assets into durable goods, ICT and all sectors.

Where "*" is 10% significance level, "**" is 5% significance level, and "***" is 1% significance level. In addition, the F value is a significance level of 0.01% or less.

As shown in Table 11, the problem of multicollinearity did not occur in all three variables. In the case of durable goods, the number of exposures was significant, and especially in telecommunications, t was the highest in twelve industries. In addition, in terms of brand age, not only durable goods but also consumer goods and service goods emerged significantly. Therefore, it is proved that brand age is used as a variable of brand assets.

Based on the data validated from Table 1 to Table 9 above, it was proved that it is more accurate to obtain the brand equity of the company using the number of impressions instead of the advertising costs.

In addition, if a brand asset accounts for a firm's excess return, it should be correlated with its book value deduction from the firm's market value. Therefore, the value of the company's market value (common stock price + preferred stock price) divided by the book value (common stock + preferred stock) using the method of measuring brand assets using the inventors' impressions is assumed to be K and the company's brand assets. Let's look at the correlation between them.

Table 12 shows the correlation between Pearson of K and brand assets using Simon and Sullivan's brand assets and exposure times.

Where "*" is 10% significance level, "**" is 5% significance level, and "***" is 1% significance level. In addition, B_ss1, B_ss2, and B_ss3 are the values obtained by year, cumulative year, and industry by cumulative year by Simon and Sullivan's models, respectively. This value is obtained by year, cumulative year, and industry cumulative year.

As shown in Table 12, the correlation between K, Simon, and Sullivan's brand equity all showed negative coefficients and was not statistically significant. On the other hand, the correlation between brand assets and K using the number of exposures was statistically significant at 0.05 level for brand assets measured by year and cumulative year by industry. In other words, the measurement of brand assets using the number of exposures more accurately measures the firm's excess return than that of Simon and Sullivan.

Tables 13a, 13b, and 13c show data distribution showing the distribution of these variables through the verification of equivariance and skewness and kurtosis for each variable because the variables in Table 12 were not verified to be continuous or normal distributions. .

As described in Tables 13a, 13b, and 13c, the skewness and kurtosis of each group were largely deviated from "0," indicating that they were far from the normal distribution. The significance probability is "0.000", less than "0.05", which rejects the null hypothesis. Therefore, it can be seen that the variance is not the same among the groups, and through Duncan's multiple comparison, the variables of each group can be classified into three groups. Therefore, these correlations should be measured by Spearman's correlation coefficient which is nonparametric.

Table 14 shows the data measured by correlation between brand assets and Spearman's K using Simon and Sullivan's model and the number of exposures measured by year, cumulative year and cumulative year by industry.

Where "*" is 10% significance level, "**" is 5% significance level, and "***" is 1% significance level.

As shown in Table 14, the correlation between Simon and Sullivan's brand equity and K showed the opposite of what was predicted, with statistically significant negative coefficients appearing on brand assets measured by year and cumulative year. . On the other hand, the correlation between brand assets and K using the number of exposures shows statistically significant positive coefficients in the measured values by year, cumulative year, and cumulative year by industry. It is part of the explanation.

In particular, the number of exposures is correlated by year, cumulative year, and cumulative year. In case of cumulative year, it is not statistically significant in case of brand assets of Simon and Sullivan model, but positive coefficients come out to explain the company's excess return when calculating brand assets measured by cumulative year in both measurement methods. Can be.

In other words, the explanatory power of the firm's excess return is higher than that of Simon and Sullivan.

As described above, the present invention accurately measures the brand value of a company using components that are variables reflecting changing economic conditions, and accurately measures the value of a company including the intangible asset of the company. There is a measurable effect.

In addition, by providing verified data using the brand asset measurement model of the present invention, there is an effect of providing accurate asset information of the company to investors investing in the company.

Claims (6)

In the method of measuring an intangible asset of a company, To build a database of information representing the value of the company by year, Inputting intangible asset information of the relevant company for which the intangible asset is to be measured; Measuring the intangible asset of the corresponding company using the inputted intangible asset information of the corresponding company; And outputting the measured intangible asset information of the corresponding company. The method according to claim 1, In the step of inputting the intangible asset information of the company to measure the intangible asset, the input intangible asset information is input including information on the number of advertisement exposure, the year of establishment of the company, and the expected value of the value to reduce marketing costs Intangible asset measurement method using the advertising impressions characterized by. The method according to claim 1 or 2, The input intangible asset information is a method of measuring intangible assets using the number of times the advertisement exposure, characterized in that for measuring intangible assets using Equation 12. V _I: The measurement of intangible assets of the company to measure the intangible assets. : Intercept. CR4: Variables of concentration of four firms in the sector of the firm in which the intangible asset is to be measured. reg: The measured dummy variable variable of the entity for which the intangible asset is to be measured. B ^* : The measured brand asset of the entity for which the intangible asset is to be measured. E (S _nb ): Expected variable of the value of the R & D expenditure and patent rights of the entity for which the intangible asset is to be measured. : Residuals of a company measured by year. The method according to claim 3, The measured corporate brand asset (B ^* ) of the corresponding company to measure the intangible asset is measured using Equation (13). B ^* : The measured corporate brand asset of the entity for which the intangible asset is to be measured. adno: The variable of ad exposures measured by the entity for which it intends to measure intangible assets. age is the measured year of establishment of the entity for which the intangible asset is to be measured. E (S _b2 ): Expected variable of value that reduces the measured marketing cost of the entity seeking to measure intangible assets. In a record carrier recording how a company's intangible assets are measured, To build a database of information representing the value of the company by year, Inputting intangible asset information of the relevant company for which the intangible asset is to be measured; Measuring the intangible asset of the corresponding company using the inputted intangible asset information of the corresponding company; A computer-readable recording medium having recorded thereon a program for execution on a computer, characterized by outputting the measured intangible asset information of the enterprise. The method according to claim 5, In the step of inputting the intangible asset information of the company to measure the intangible asset, the input intangible asset information is input including information on the number of advertisement exposure, the year of establishment of the company, and the expected value of the value to reduce marketing costs A computer-readable recording medium having recorded thereon a program for execution on a computer.