臺灣博碩士論文加值系統

現今經濟崛起因此市面上品牌逐漸多樣性，品牌成為企業無形資產以及顧客挑選產品時方向指標。品牌除了上述因素之外，更重要因素有商標以及品牌價值，簡單來說，「商標」為品牌視覺化，方便買賣雙方之間辨識；「品牌價值」則是企業找尋品牌鑑價機構進行公信力評比，因此本研究挑選Kantar BrandZ鑑價機構每年發布資料進行研究。
本研究根據相關文獻分析2012年至2021年全球百大品牌價值的變動趨勢，並針對連續十年均位於全球百大品牌之企業，進一步分析品牌熟悉度、品牌識別性、品牌美感、商標視覺設計以及品牌推薦值。研究結果顯示：百大品牌年存活率為93%，前五大品牌其品牌價值佔整體比例為26%，代表品牌競爭十分激烈，且品牌價值差異極大。除此之外，本研究也使用相關分析與卡方檢定探討商標視覺設計和品牌推薦值是否與品牌價值有關連性。結果顯示品牌推薦值與商標視覺設計呈現中、高程度相關。這意味著商標視覺設計與消費者是否願意推薦該品牌具有高度的關聯性，因此本研究透過結果讓商標設計師或是企業家能夠了解商標視覺設計美感好壞會間接影響消費者推薦。

Now that the economy has risen, brands in the market have gradually diversified, becoming the intangible assets of enterprises and the direction indicator for customers to choose products. In addition to the above factors, the more important factors are trademarks and brand value. “Trademarks” are brand visualizations to facilitate identification between buyers and sellers. “Brand value” refers to companies looking for brand valuation agencies for credibility evaluation. Thus, this study selects Kantar BrandZ, which publishes data every year, as the brand valuation agency for research.
This study analyzes the trends of the world’s top 100 most valuable brands from 2012 to 2021, and further analyzes brand familiarity, brand identification, brand aesthetics, trademark visual design, and brand recommendation. The research results show that the annual survival rate of the world’s top 100 most valuable brands is 93%, and the brand value of the top five brands accounts for 26%. This means that the brand competition is very fierce, and the brand value disparity is huge. Moreover, the study also uses correlation analysis and chi-square test to discuss whether trademarks visual design and brand recommendation are related to brand value. The result shows the brand recommendation presents highly correlated with trademark visual design. This means that trademarks visual design is highly correlated with whether consumers are willing to recommend the brand to other people. Therefore, this study hopes the trademark designers or entrepreneurs can understand that the aesthetics of trademarks will indirectly affect consumer recommendations.

摘要 i
Abstract ii
目錄 iii
表目錄 vi
圖目錄 viii
第1章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究限制 2
1.4研究架構 2
第2章 文獻探討 3
2.1品牌概念 3
2.1.1品牌權益 5
2.1.2品牌識別 10
2.1.3品牌關係 13
2.1.4品牌價值 14
2.2全球百大品牌鑑價機構 17
2.2.1 Interbrand鑑價機構與方法 17
2.2.2 Kantar BrandZ鑑價機構與方法 19
2.2.3 Brand Finance鑑價機構與方法 22
2.3三大鑑價機構比較 24
2.4商標視覺設計 26
2.4.1商標概念 26
2.4.2商標與品牌差異 27
2.4.3商標視覺設計要素 29
2.5文獻小結 37
第3章 研究方法 38
3.1受測者 38
3.2樣本 38
3.3實驗規劃 38
3.3.1商標視覺設計問卷規劃 38
3.3.2品牌推薦值設計問卷規劃 41
3.4資料分析與統計方法 42
3.4.1十年內全球百大品牌價值採用內容分析法 42
3.4.2商標視覺設計分析 43
3.4.3品牌推薦值統計 43
3.5實驗流程 44
第4章 全球百大品牌趨勢分析 45
4.1品牌國家數 45
4.1.1品牌存活率 47
4.1.2品牌持續存活率樣本 48
4.1.3本國與外國樣本熟悉度 52
4.2品牌價值 55
4.2.1品牌價值前三名國家 55
4.2.2十年內前五名的品牌價值趨勢 59
4.3產業別 60
4.3.1產業類別 60
4.3.2產業數量 61
4.3.3產業變動率 67
第5章 品牌價值與商標視覺設計之關聯性結果 68
5.1相關分析結果 68
5.1.1品牌價值與商標視覺設計相關分析 70
5.1.2品牌價值與識別性相關分析 71
5.1.3品牌價值與美感相關分析 72
5.1.4推薦值與商標視覺設計相關分析 73
5.2 卡方檢定結果 74
5.2.1商標視覺設計與產業類卡方檢定 74
5.2.2推薦值與產業類卡方檢定 76
5.3商標視覺設計樣本品牌推薦值分析結果 78
第6章 結論與建議 82
6.1研究結論 82
6.2研究建議 84
參考文獻 85

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