機能性紡織品聯合品牌之研究－以GORE-TEX®布料為例

The Study of Functional Textiles Co-branding a Case Study of GORE-TEX® Fabric

丁瑞華(J. H. Ting) ； 林士雄(S. H. Ling)

《紡織綜合研究期刊》 24卷1期 (2014/01) Pp. 53-64

https://doi.org/10.6439/TTRJ.201401_24(1).0007

摘要

台灣紡織產業上中下游供應鏈完整，從人纖、紡紗、織布、染色、後整理等建構出完整生產體系；台灣機能性紡織品，在技術條件、製程控制、經營管理等優勢條件下，獲得許多世界知名成衣品牌的信賴與採用；然而，這些優異紡織品卻鮮少有自有織品品牌，隨同成衣品牌呈現於消費者面前，還停留在代工階段替品牌商服務；國內機能性紡織品在進步與發展的同時，亦應思索如何與成衣品牌商合作，有效運用本身產業優勢結合品牌行銷策略，發展高附加價值的機能性紡織品與自有織品品牌。本研究探討以機能性紡織品－GORE-TEX®布料與國內成衣品牌之聯合品牌策略，研究發現：品牌知名度與品牌、產品契合度、品牌權益、構成品牌互補性及利用「拉式廣告策略」是構成聯合品牌成功之重要關鍵因素。

關鍵字

策略聯盟 ； 聯合品牌 ； 要素品牌 ； 行銷推廣 ； Gore公司

並列摘要

Taiwan's functional textile products, as buoyed by advantageous conditions of technological sophistication, process control and business management, to garner the confidence and adaptation of many world renowned apparel brands; however, these excellent textile products rarely have a private woven product brand label, that can be presented to the consumers alongside an apparel brand, but in stead can only service the brand merchants; at a time when the local functional textile products are progressing and development, there is a need to explore how best to cooperate with the apparel brand labels by effectively utilizing it industry advantages, combining the co-branding strategy, for developing higher value-added functional textile products and private-label brands.Our study is to explore the ”co-branding” strategy” between Goretex and clothing brands Jack Wolfskin and HILLTOP. And the results found that a co-branded product is more successful under the following condition: 1. Brand awareness of the constituent brands is high. 2. The brand equity of the constituent brands is high. 3. The evaluation of the pull advertising campaigns with regard to the co-branded product is positive. 4. The constituent brands are highly complementary regarding an attribute of the co-branded product. 5. The brand fit of the constituent brands is high. 6. The product fit of the product categories of constituent brands is high.

並列關鍵字

Strategic alliance ； co-branding ； ingredient branding ； sales and marketing promotion ； Gore company