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研究生:萬賢臣
研究生(外文):Wann Xian-chen
論文名稱:品牌策略之探討
論文名稱(外文):A Preliminary Study of Branding Strategies
指導教授:虞孝成虞孝成引用關係
指導教授(外文):Hsiao-Cheng Yu
學位類別:碩士
校院名稱:國立交通大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:英文
論文頁數:62
中文關鍵詞:品牌品牌策略高科技公司品牌經理品牌價值經營理念
外文關鍵詞:BrandBranding StrategyHigh-Tech CompanyBrand ManagerBrand ValueCorporate Value
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品牌在我們的生活裡無所不在。本文由實務的觀點出發,希望了解高科技公司品牌經營的策略與方法。研究目的是提供高科技公司技術背景的品牌經理人員,宏觀了解品牌經營與管理所會遇到的重要問題與參考案例。

本研究使用文獻回顧法、案例分析法以及內容分析法,整理品牌經營管理重要觀念與架構,由實際案例公司3M Company, The Swatch Group, Royal Philips Electronics, Nokia, INVISTA, LVMH Moët Hennessy - Louis Vuitton的歷史經驗與品牌經營策略中,了解國際企業永續經營的基本價值與理念根源。

經由研究整理文獻與分析案例,並沒有發現能保證成功的品牌策略,不同的時空環境就會有不一樣的策略,經理人員應本於公司的經營理念,對品牌策略作一適當的選擇。本研究建議品牌經理於推動品牌策略時,能將品牌價值與理念傳達到公司全體人員,並且使用簡單清楚的傳播溝通工具傳遞品牌的價值給消費者。此外,在變動快速的現代社會裡,品牌經理迅速反應客戶價值偏好的變化,設計符合時代精神與價值的公司品牌識別體系是相當重要的。針對消費性科技產品,技術背景的品牌經理人員平日隨時由環境中參考消費品與精品的品牌經營手法,跨產業學習,增加專業能力。
Brands are everywhere. This research will be on the branding strategies of high-tech companies. The discussion will be from the perspective of a practitioner.

The research objectives are to provide a research framework on brand management to high-tech companies, to identify key issues in brand management for brand mangers or product managers, to reveal past and current brand strategies, and to deliver intellectual property knowledge to marketing practitioners.

Methods of literature review, case analyses, and content analysis are used in this thesis. Six companies: 3M Company, The Swatch Group, Royal Philips Electronics, Nokia, INVISTA, and LVMH Moët Hennessy - Louis Vuitton have been studied for their brand history and strategy.

After reviewing related theories and studying of case companies, the research concludes that high-tech company may adapt one of the following branding strategies: strong corporate branding strategy, individual product branding strategy (or co-branding strategy), and endorsed corporate brand plus product brand strategy. Since corporate value is very important when formulating branding strategy, the research suggests that brand managers: to cast corporate value into each one in the company thoroughly; to communicate brand value in a simple and clear way regularly; to follow the changing value of the customer swiftly; to create an elegant corporate identity currently; and to learn from fast moving consumer goods (FMCG) or luxury goods company constantly.
Abstract i
Acknowledgments To My Love iii
Contents iv
Tables and Figures vii
Chapter 1 Introduction 1
1.1 BACKGROUND 1
1.2 MOTIVATION OF STUDY 3
1.3 RESEARCH OBJECTIVES 4
1.4 THE RESEARCH PROCESSES 4
Chapter 2 Literature Review 6
2.1 BRAND 6
2.1.1 What Is a Brand 6
2.1.2 History of Brands in Brief 7
2.1.3 Meaning of a Brand 7
2.2 STRATEGY 8
2.2.1 Introduction 8
2.2.2 Business Strategy and Competitive Strategy 8
2.2.3 Corporate Strategy 9
2.3 HIGH-TECH COMPANIES 10
2.3.1 Science 10
2.3.2 Technology 10
2.3.3 High-Tech Company 11
2.3.4 High-Tech Products 12
2.4 BRAND MANAGER 12
2.4.1 Introduction 12
2.4.2 Tasks of Brand Managers 15
2.4.3 Brand Building Tools for Brand Managers 16
2.5 THE PRINCIPLES OF BRANDING 17
2.5.1 Introduction 17
2.5.2 Brand Creation 19
2.5.3 Corporate Branding 21
2.5.4 Brand Equity 22
2.5.5 Brand Identity 23
2.5.6 Brand Personality 25

Chapter 3 Research Methodology 27
3.1 APPROACH TO RESEARCH 27
3.2 TYPES OF BUSINESS RESEARCH 27
3.3 MANAGERS AND RESEARCH 28
3.4 QUALITATIVE RESEARCH 29
3.5 METHODS USED IN THIS RESEARCH 29
3.5.1 Literature Review 30
3.5.2 Case-based Research 30
3.5.3 Content Analysis of Company Materials 31
Chapter 4 Case Analyses 32
4.1 3M COMPANY 32
4.1.1 Introduction 32
4.1.2 Company Values 33
4.1.3 Branding Strategy 33
4.1.4 Corporate Brand 34
4.2 THE SWATCH GROUP 35
4.2.1 Introduction 35
4.2.2 Corporate Values 36
4.2.3 Brand Strategy 36
4.3 ROYAL PHILIPS ELECTRONICS 38
4.3.1 Introduction 38
4.3.2 Mission, Vision, and Values 38
4.3.3 Brand Building 39
4.4 NOKIA 41
4.4.1 Introduction 41
4.4.2 Organization Structure 41
4.4.3 Vision, Mission, and Branding Strategy 43
4.5 INVISTA 44
4.5.1 Introduction 44
4.5.2 LYCRA® Brand 44
4.5.3 Branding Strategy 45
4.5.4 Brand Values 47
4.6 LVMH MOËT HENNESSY - LOUIS VUITTON 48
4.6.1 Introduction 48
4.6.2 Mission 49
4.6.3 LVMH Values 49
4.6.4 Louis Vuitton Brand 50

Chapter 5 Management of Brand Value 51
5.1 CORE BRAND VALUE 51
5.2 PROMISES TO CUSTOMER 52
5.3 FINANCIAL VALUATION OF BRANDS TO THE COMPANY 53
Chapter 6 Conclusions and Suggestions 55
6.1 CONCLUSIONS 55
6.1.1 Branding Strategy for High-Tech Companies 55
6.1.2 Brand Managers in High-Tech Companies 56
6.2 SUGGESTIONS TO FURTHER RESEARCH 56
References 57
Appendix A How Brand Equity Generates Value 61
Appendix B Brand Identity Planning Model 62





Tables and Figures

TABLES
Table 1.1 The Top 10 Global Brands in 2003 1
Table 1.2 The OBM and OEM/ODM Firms Partner Relationship 3
Table 2.1 Top 20 Global Marketers 14
Table 2.2 Efficiency of Different Promotional Tools 17
Table 2.3 Brand Personality 25
Table 4.1 LVMH Group Companies and Brands 48
Table 5.1 Core Brand Value 51


FIGURES
Figure 2.1 Product Management: Primary Role Influencers 13
Figure 2.2 Brand Building Tasks 21
Figure 2.3 Brand Equity 23
Figure 2.4 Brand Identity Prism 24
Figure 4.1 Scotch® and Post-it® Brand 33
Figure 4.2 Watch Brands of The Swatch Group 37
Figure 4.3 Products of Nokia 43
Figure 4.4 LYCRA® Has It Hangtags 45
Figure 4.5 LYCRA® Has It Campaign 46
Figure 4.6 Hotel LYCRA® 47
Figure 4.7 Products of Louis Vuitton 50
Figure 5.1 How High-Tech Brands Build Equity 53
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