TITLE:
The Accounting Analysis of the Intangible Cultural Heritage Enterprises’ Brand Value—Take the Chinese Medicine Industry as an Example
AUTHORS:
Biyun Lin
KEYWORDS:
Intangible Cultural Heritage, Brand Value, Accounting Analysis, Chinese Medicine Industry
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.8 No.7,
July
24,
2018
ABSTRACT: Intangible
cultural heritage enterprises have geographical, cultural and technical
characteristics. Different from other general enterprises, its brand has a
profound traditional cultural intrinsic. Therefore, when companies undertake
greater responsibility to protect and inherit it, they should also consider how
to use and develop resources to increase their brand value. The article
quantitatively calculated and analyzed the brand value of an enterprise based
on an accounting perspective. Taking the Chinese medicine industry as an
example, the article selected the financial
data of three brands, namely Tong Ren Tang, Dong E-Ejiao, and Yunnan Baiyao, as
the calculation basis. We use the improved “Interbrand assessment model” to identify existing
weaknesses in the relatively weak brand companies and find common and individual problems, such as low levels of management,
difficulty in cost control, small profit margins, and easily damaged brand
images. Finally, we will provide countermeasures to enhance the brand value of intangible cultural heritage companies
from increasing effective investment, effectively controlling costs, increasing
profits through innovation, and strengthening cooperation with various organizations of society.