Power components of Corporate Image Intangible Assets based on Design, Brand, and Reputation

Abstract

Background Many enterprises in this new economic environment need soft-competitiveness such as network, image, knowledge, and cultural content, and most developed countries have sought the high-economy structure through the service or knowledge industry. Emotional economic and customer-based market situation are driving to improve the value of design, brand and corporate reputation in the business world.

Methods This study define the three factors; design, brand, corporate reputation as the elements of the intangible asset and analyzes the effect and importance rate. In order to, total 12 sub-factors of the tree factors selected based on the professional group interview. Analysis Hierarchy Process was used to analyse the important rate through 22 questionaries collected by face to face interview.

Results The result shows that corporate reputation is the most important factor of corporate intangible asset. In the reputation category 'corporate sincerity', 'corporate sophistication' were valuable as the asset. As the important asset. brand factor has 'brand aura' and design leadership suggests 'design innovation mind'.

Conclusion Brand and design strategy of enterprises has focused to improve its brand awareness and royalty in the market. But this research shows that brand, design and corporate reputation can be evaluated as the corporate image intangible assets. Ultimately enterprises need to develop their brand and design strategy on the focusing to establish their intangible asset. They also can be driven to the valuable corporate properties.