品牌管理之研究已有數十年之久，在品牌權益於近年來普遍獲得肯認後，本研究期能透過質化分析與量化研究對亞洲企業如何進行品牌管理有更進一步的了解。質化分析方面，以台灣、日本、印度及馬來西亞之六家個案公司為對象進行其品牌管理方法之分析。接著以品牌管理問卷發放於台灣、日本、印度、泰國、馬來西亞進行量化研究。諸如企業致力達成之提昇品牌對顧客購買決策的影響力與品牌管理相關之方法的關聯性等皆為本研究之內容。 / Brand equity has been widely discussed by not only academia but also practice circle since near decades, the brand can bring benefit and the importance of corporate branding has already been recognized worldwide. Though the brand is so important, the challenge that lies ahead is that of brand management. The research is intended to undertake a study of corporate brand management in Asian countries.
The research will be divided into two parts. One is the qualitative research, and the other is quantitative research. In the qualitative research, the analysis of Taiwanese cases will be carried on first, then foreign country cases will follow to be compared with. Six main shafts will be used to analyze county cases, the distinguishing features of brand management practices of these cases will be highlighted and distilled in questionnaire. After that, the questionnaire will be responded by directors or in the manager level in five countries, including Taiwan, Japan, India, Thailand, and Malaysia. The purpose of this questionnaire is trying to find out what practice work and the lessons firms wanting to manage brands can learn.
According to the surveys in five countries, there are some results should be noticed, such as strict adherence to brand standards creates brands with customer impact, the more strictly adhering to brand standards, the more impact on customers’ buying choice. And firms centrally manage their brands are more likely to strictly adhere to brand standards than decentralized ones. But the benefits of centralized brand management are more operational, such as tighter controls, and efficiency of effort. As the information from this study indicates that well managed operations correspond to high-influence brands, the opportunity for improvement should be attractive to most enterprises.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0095355007 |
| Creators | 陳韻如 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 英文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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