Empirical Study: Brand Impact on Company Performance

Abstract

Recently, it has been more realized that intangible assets such as brand have significant impact on company performance and corporate value. This paper investigates empirically brand impact on Japanese companies' performance. For this purpose I selected from “Brand Japan” issued by Nikkei BP Consulting three indices; awareness, favorableness, and attractiveness distinct from others, to analyze relationship with financial figures. The results show that the attractiveness distinct from others has a positive association with the financial figures. The attractiveness distinct from others represent unique brand association and it is pointed out that it is important in selecting this brand from other brands. Implication of this study is for company performance, out of the brand power indices the attractiveness distinct from others is important.