Renaming effect of brand value: State-owned enterprises

Purpose: The purpose of this paper is to evaluate the renaming effect of brand value of state-owned corporations in Taiwan. Design/methodology/approach: This study aims to evaluate and analyze the value of the CPC brand by: using the Interbrand and Hirose models, and analyzing empirically the difference-comparison of the results. Findings: For the state-run corporations, the practical application of the Hirose and Interbrand models, the main target market, and the business orientation categories, which the corporations belonged to are illustrated in a two-dimensional four-quadrant framework. Research limitations/implications: This study presumes that Chinese Petroleum Corp. will be affected in various ways after being renamed CPC Corp., Taiwan, and the fluctuations in value will be reflected in related profit/cost data. It is also assumed that the brand will bring value to the company. However, there are constraints in doing this research despite the completeness and objectivity of the study subject. Originality/value: Research on brand equity is still in a state of evolution. This study makes two major contributions. First, it suggests that choosing the more applicable valuation model depends on the enterprises' industrial characteristics. Second, the differentiation of the applications of brand value models is based on: the orientation characteristics of the various valuation models, the target markets, and business orientation.