從ISO/TC289成立談永續品牌評價應有的觀念與方法

Development of Concepts and Methodology of Sustainable Brand Evaluation for ISO/TC289

陳慶和(Ching-Ho Chen) ； 鄭伉妙(Kang-Miao Cheng) ； 劉偉麟(Wei-Lin Liu) ； 王藝涵(Yi-Han Wang) ； 單乃囿(Nai-Yu Shan)

《評價學報》 8期 (2015/08) Pp. 17-43

摘要

目前正值ISO/TC289品牌評價方法發展之初，若能夠從永續的角度而發展一套評估真正的品牌價值的方法，將有助於提供品牌評價較正確的方向。本研究主要目的乃是要提出一套品牌評價方法論，首先根據品牌價值形成的本質與特性，綜整歸納品牌價值形成的過程，而提出品牌評價之概念架構，以初步呈現品牌價值形成的創建、推廣、結果與回應等過程；再應用系統思維與系統分析的概念，根據前述概念架構，深入界定企業內外部在環境、社會、經濟與制度各組成及其影響價值高低之屬性，而建構品牌評價之系統作用關係圖，作為發展永續品牌評價指標架構之基礎。而本研究所提出永續品牌評價指標架構，包含創建（Creation）、推廣（Spread）、結果（Outcome）與回應（Response）之四大評估面向，而四大評估面向下建議之評估項目及評估指標，乃是根據品牌評價之系統作用關係圖中的各種屬性所研擬，因此可較具有系統性地評估品牌價值形成過程中，企業內外部的環境、社會、經濟與制度面向影響因素之綜合作用，換言之，此評估指標因而能夠從永續的角度而真正地評估出品牌之價值，本研究之成果期望可作為ISO/TC289品牌評價方法發展之參考。

關鍵字

品牌價值 ； 品牌評價 ； 創建－推廣－結果－回應之永續品牌評價指標架構 ； 系統思維 ； 系統分析 ； 結果管理

並列摘要

The correct direction of brand evaluation for ISO/TC289 may be created if a methodology to evaluate the real brand value is developed with consideration of sustainability at the beginning. The purpose of this study is to develop such a methodology for brand evaluation. The process of brand value generation is summarized firstly according to the nature and characteristics of brand value formation. The conceptual framework of brand evaluation is proposed to describe the process of brand value formation including Creation, Spread, Outcome, and Response. Applying the concepts of systems thinking and systems analysis, the components and attributes of internal and external environment, social, economic, and institutional factors, which affecting the brand value of an enterprise, are identified based on the above conceptual framework. Relationships of system effects on brand evaluation are then constructed as the basis of a sustainable brand evaluation framework. Four evaluation aspects of Creation, Spread, Outcome, and Response (CSOR) are involved in our proposed framework. Suggested evaluation items and indicators of the four aspects are defined by the attributes of the relationships of system effects on brand evaluation. Comprehensive effects of internal and external environment, social, economic and institutional factors of an enterprise can be systematically evaluated using these indicators. In other words, the indicators can be used to evaluate the real brand value with consideration of sustainability. The proposed methodology is expected to be the basis for developing methodology of brand evaluation for ISO/TC289.

並列關鍵字

ISO/TC289 ； Brand Value ； Brand Evaluation ； Creation-Spread-Outcome-Response (CSOR) Sustainable Brand Evaluation Framework ； Systems Thinking ； Systems Analysis ； Managing for Results