台灣是製造代工王國，在建立品牌上才剛起步。但是當競爭愈來愈激烈時，企業獲利受到壓縮，品牌即變得愈來愈重要。媒體是促進社會進步重要的一環，同時也是企業，也有必要藉由打造品牌而建立競爭優勢。媒體應如何打造品牌？為了有系統地了解媒體品牌的要素和建立的過程，我們有必要將品牌權益（brand equity）的理論和實務做些印證。 本研究採個案研究法，將品牌深受肯定的天下雜誌當作研究對象，探討如何找出最能有效解釋並引導企業建立品牌權益的理論模型，並探討品牌權益各變項中，哪些變項對媒體品牌最重要。研究發現Keller的「以顧客為基礎的品牌權益」模型(CBBE)，結構和邏輯非常清楚，探討的面向嚴密而完整，因而能有效解釋並引導企業建立品牌。 根據Keller的CBBE理論，建立一個強勢品牌需要進行四個步驟的工作：一是用品牌顯著性建立品牌認同，也就是讓消費者認識「你是誰」（Who Are You?）。二是創造品牌內涵，就是讓消費者知道「你有什麼內涵」(What Are You?)，其中分為品牌表現和品牌想像。三是引導消費者對品牌產生反應，知道「你有多優秀？」(What About You?)，分為消費者評價和感覺。四是建立合適的消費者和品牌的關係，創造品牌共鳴(Relationships: What About You and Me?)，這會表現在忠誠的行為、態度上的依賴、社群感和積極參與。 運用這個架構，可以很清楚地看出天下雜誌如何打造出強勢品牌。從清晰的品牌宗旨出發，天下雜誌以「具有人文關懷的財經雜誌」為特色，在建立品牌識別系統、創造品牌內涵上做的很紮實，不隨波逐流，堅持積極、前瞻、放眼天下的報導態度，走一條自己的路，結果順利引導消費者對品牌產生正面反應，不但消費者評價高，對品牌的感覺也很強烈，最後創造出高度品牌共鳴。 本研究也發現，品牌個性對媒體打造品牌很重要。天下雜誌具有「能力」和「真誠」的品牌個性，因而能有效吸引一群有理想性、熱愛學習的讀者和廣告客戶，形成具有歸屬感的社群，27年來持續發揮社會影響力。但面對網路2.0時代，讀者需要更多的參與，和更具創意的多元接觸，天下雜誌的品牌個性可能必須用不同的方式來詮釋和加強，例如在網站上設計更多活動，或嘗試邀請部落客進駐網站，帶動更多網友的參與和討論。甚至在網路上徵求讀者的意見，作為雜誌選擇報導議題的參考等。 / Being a kingdom of OEM for several decades, Taiwan has just begun to build its own brand. But as competition gets fierce and profits are squeezed, branding becomes more and more important for Taiwanese companies. Media industry, which is crucial in the advancement of society, has experienced severe revenue shrinkage in recent years, so branding has also become an imperative to increase its competitiveness. To find out how a media company could build up its brand, we need to consult major theories in brand equity and compare them with practices been taken in the industry. This research uses the technique of case-study analysis. Using the widely acclaimed CommonWealth Magazine as the case to be studied, it is aimed at finding out the most suitable brand equity model to explain how a strong media brand is built, and what variables are most important in this process. We found that the Customer Based Brand Equity Model (CBBE) by Kevin Keller can best explain the way to build a strong brand, because it is solid and logical in its structure, and is comprehensive in the aspects it covers. According to the CBBE model, there are four steps in building a brand: 1. Ensure identification of the brand with customers, and let customers know “Who are you?” 2. Firmly establish the totality of brand meaning in the minds of customers, and let customers know “What are you?” 3. Elicit the proper customer responses to this brand identification and brand meaning, and let customers know “What about you?” 4. Convert brand response to create an intense, active loyalty relationship between customers and the brand, and let customers know “What about you and me?” Using this model as a reference, we can see clearly how CommonWealth Magazine has developed a strong brand. Ever since its establishment, CommonWealth has strived to create a business magazine with a spirit of humanity. The name “CommonWealth” represents its mission to make a better society. It has been very mindful in building its brand identity and brand meaning, insisting on a positive, outward looking and forward looking approach, and has thus created positive brand response and high loyalty from its readers. This research also finds that brand personality plays an important role in brand building. With a perceived personality of competence and sincerity, CommonWealth has successfully attracted a large readership characteristic of being idealistic and always eager to learn. A community of loyal readers and long-time advertisement clients has thus been formed over the past 27 years, supporting CommonWealth to become one of the most influential magazines in Taiwan. But with the advent of Web 2.0, people are requiring more interaction with media and are looking for creative and diversified media contacts. Therefore CommonWealth Magazine needs to interpret its brand personality in a different way, such as providing more on-line activities, openly soliciting story ideas from readers, or inviting bloggers to write on its website, so as to involve and engage more readers.