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Published in:
2015 | OriginalPaper | Chapter
A Fuzzy Logic Approach to Modeling Brand Value: Evidence from Taiwan’s Banking Industry
Authors : David Han-Min Wang, Tiffany Hui-Kuang Yu
Published in: New Information and Communication Technologies for Knowledge Management in Organizations
Publisher: Springer International Publishing
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With the growing recognition that brands are valuable assets to organizations, the measurement of brand equity has thus been of interest to the academic and practice communities. Various approaches to measuring brand value have developed but are not yet universally accepted. To capture the qualitative characteristics of brands, this paper attempts to apply fuzzy logic analysis to model the brand values of Taiwan’s banking industry. And, we adopt the Hirose model to examine the effectiveness of the fuzzy logic approach in the context of brand valuation. Our findings show that the fuzzy logic and the Hirose models present similar trends in relation to brand estimation. The evidence provided by this paper would enrich our understanding of the brand valuation methodology.