In 2009, GOOGLE with the brand value of 100 billion U.S dollars won the first prize of BrandZ Top 100 again. Brand investigation is not only popular in western countries, but also in Taiwan now. Management Magazine has carried out the investigation on consumers¡¦ ideal brand for 24years. More and more Taiwanese enterprises are proud of being in higher ranking, it means that Taiwanese enterprises begin to understand how important brand management for their business is and they are willing to invest more resources to build a brand. Moreover, enterprises take brand portfolio to compete with others. From literature review, business model would affect the content of brand portfolio, but there¡¦s no material to explain how to affect. Therefore, the thesis focuses on the relationship of business model and brand portfolio strategy, and considers the interference of consumer behavior, besides, the feedback of brand portfolio objectives is also concluded.
The method is case study, and Shiseido, LEXUS and AGV are the subjects. After collecting and analyzing primary data from the interviews and secondary data, the results are:
(1) Business model would affect the content of brand portfolio strategy directly.
(2) The roles of brand portfolio strategy would affect the two elements of business model which are ¡§revenue resources¡¨ and ¡§sustainability ¡§.
(3) Involvement would adjust the relationship of business model and brand portfolio strategy.
(4) Accomplishment of brand portfolio objectives would benefit the two elements of business model which are ¡§capabilities¡¨ and ¡§scope¡¨.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0730109-142801 |
| Date | 30 July 2009 |
| Creators | Liu, Yen-Ju |
| Contributors | Cher-Hung Tseng, Cher-Min Fong, Jen-Jsung Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0730109-142801 |
| Rights | not_available, Copyright information available at source archive |
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