One of the most important assets that luxury firms have is brand value, an intangible asset influenced by consumer and company-led actions. CSR is a company-led action, which depending on how it is managed, can either increase or decrease brand value. This research explores the role of CSR within luxury and how it, together with other factors, contributes to brand value in luxury. To conduct this work, a mixed methods approach was selected. A theoretical framework was built with input from the literature and interviews with key interviewees from the luxury industry. Then, the theoretical framework was tested quantitatively. The quantitative analysis was conducted with a dataset based on consumer panels, and additional secondary data including Bloomberg, CSRHub, Dow Jones Sustainability Index (DJSI), Interbrand, and company reports. The results were subject to ‘credibility checks’ with interviewees from the industry. The results from this research suggest that despite the importance of brand value within luxury; brand value is not widely understood by the industry and it is not measured, managed or leveraged. This research also suggests that CSR, company size, having controlled distribution, country of origin, marketing and research and development (R&D)/design, energized differentiation, esteem, and relevance; are critical factors to brand value. Consequently, luxury brands need to manage all these determinants to be able to create and preserve brand value. Nevertheless, while all these determinants are important, their importance can vary by brand; depending on brand size, brand category, target market, and whether the brand is heritage or non-heritage. / PhD in Management

現今，企業營運無法再單純只透過改進行銷手法來增加公司營收利潤，愈來愈多的國際鑑價機構針對企業品牌價值進行評比動作，其中受到信賴的品牌價值評鑑報告足以影響未來企業行銷機制、廣告行銷手法、企業形象、股價市場、商業地位等，使得品牌經營成為企業一大重要課題。日本近二十年來的經濟表現不盡理想，日本企業品牌價值跟著出現浮動，為了理解日本企業近幾年來的品牌價值變化、日本品牌在國際發展的優劣勢處境，以及其品牌價值變遷的背後環境因素，本研究挑揀出Interbrand、BrandZ與Brand Finance三大全球最具公信力之品牌價值鑑價機構所發表的年度全球品牌價值百強報告做為主要分析資料，以建構出當代日本品牌價值的發展面貌。 　　本文研究發現，日本企業在三大品牌價值鑑價機構的評比標準底下，表現最為出色亮眼的為汽車品牌與科技品牌，而其他多數日本產業因國際化程度偏弱，導致品牌價值難以擠身全球百強之列。日本品牌在極為重視消費者意見調查的評比報告中，整體退步幅度最大；而從財務會計角度資產觀點衡量品牌價值的評比方法則最有利於日本品牌價值數據表現。此外，影響日本品牌價值變遷的因素包括全球金融危機、歐債危機、泰國水災、日圓匯率浮動、中日關係發展等國際事件，以及日本311大地震、企業國際化程度偏弱、企業創新能力不足、企業內部領導人頻繁更換等國內層面因素。種種因素不僅影響日本企業的國際競爭力和公司的財務收益，更攸關日本品牌的發展趨勢與全球品牌地位。

品牌國家是近年來新興的議題。荷蘭籍學者彼得．范．海姆（Peter van Ham ）於2001年在《外交事務》上發表文章提出：「隨著全球化和媒體革命的發展，已使得每一個國家更明白自身的形象、聲譽及態度，簡言之，即為其品牌。過去的傳統性外交重要性已逐漸消失，在未來政治家必須訓練自己有更好的國家品牌資產經營能力。品牌國家將不僅與他們自己競爭，更需與世界性的超級品牌媲美。」如今許多國家政府對此已相當重視。 本文試圖經由非傳統外交、軟權力、公眾外交、國家行銷等學術探討，對品牌國家的定義及內涵作一個更全面性的研究及瞭解；並藉由芬蘭與諾基亞相互之間關係的案例分析，對品牌國家做更多闡述，期藉此為我國政府運行帶來一些新的想法。 / Brand State is an emerging issue in recent years. In the year of 2001, the Dutch scholar Peter van Ham talked about this concept in Foreign Affairs that “Globalization and the media revolution have made each state more aware of itself, its image, its reputation, and its attitude -- in short, its brand. The traditional diplomacy of yesteryear is disappearing. To do their jobs well in the future, politicians will have to train themselves in brand asset management. Brand states will compete not only among themselves but also with superbrands.” Nowadays, many countries have paid a lot of attention to it. This thesis attempts to illustrate the definition and content of Brand State more comprehensively by researching non-traditional diplomacy, soft power, public diplomacy, national marketing and other academic theories. Also, it examines the case of the relevance between Finland and Nokia to elaborate Brand State more and tries to bring new ideas to our government.