The Accounting Analysis of the Intangible Cultural Heritage Enterprises’ Brand Value—Take the Chinese Medicine Industry as an Example

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 u se 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 or ganizations of society.