品牌標誌改變對品牌權益之影響-以標誌去框架為例

The Impact of Brand Logo Changes on Brand Equity-In the Case of Removing Logo Frames

王昱晴(Yu-Ching Wang)

指導教授 ： 陳怡妃

淡江大學/商管學院/管理科學學系企業經營碩士班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00384

摘要

品牌標誌是企業最有象徵性的視覺外觀，代表一個企業的身份，且是公司內部與外部消費者的溝通橋樑。隨著環境的變化，企業將面臨公司策略的改變，因此大部分的品牌皆會經歷品牌標誌改變的過程，本研究將探討品牌標誌去框架對品牌權益的影響，並以社會心理學之角度，增加品牌個性-開放性知覺，補足過去對品牌個性的涵括性過少之疑慮，探討標誌去框架後品牌個性知覺、品牌判斷、品牌共鳴之間的關係。本研究採網路問卷進行實證，以西元2000年為界，篩選出8個標誌去框架的品牌，以及一個虛構標誌作為研究品牌，共回收916份有效問卷，所有實證皆以套裝軟體SPSS第22版做統計分析，研究結果發現，品牌標誌去框架後對品牌個性知覺、品牌判斷、品牌共鳴皆有顯著影響，且品牌判斷對品牌個性知覺與品牌共鳴有中介效果; 此外，品牌識別對品牌個性、品牌判斷與品牌共鳴並不會產生調節效果，因此管理者欲更改品牌標誌時，應先了解品牌自身的市場定位，依照品牌擁有的品牌個性知覺，決定其設計、更改方向。研究結果也顯示，品牌標誌只要符合大眾喜愛，便會使消費者願意推薦、購買此品牌之產品，不會因品牌識別度而受到影響，此研究發現將提供給新創公司在設計品牌標誌時有遵循方向得以參考。

關鍵字

品牌標誌改變 ； 去框架 ； 品牌個性知覺 ； 品牌判斷 ； 品牌共鳴

並列摘要

The brand logo is the most symbolic visual appearance of an enterprise. It represents the identity of an enterprise and serves as a communication bridge between the internal and external consumers of the company. As the environment changes, companies will face changes in corporate strategies. Therefore, most brands will experience the process of brand logo changes. This study will explore the impact of brand logo changes on brand equity —for example, the case of removing logo frames. From the perspective of social psychology, increase the perception of brand personality-openness, make up for the doubts about the lack of inclusiveness of brand personality in the past, and explore the relationship between brand personality, and brand judgment, and brand resonance. This research adopts an online questionnaire to conduct empirical research. Taking the year 2000 as the boundary, eight brands with removing logo frames and a fictitious brand as the research brand were selected. A total of 916 valid questionnaires were collected. Statistical analysis of the 22nd edition of SPSS found that the removing logo frame has a significant impact on brand personality, brand judgment, and brand resonance, and brand judgment has an mediator effect on brand personality and brand resonance. In addition, brand awareness, brand personality, brand judgment, and brand resonance will not have a moderator effect . Therefore, when managers want to change the brand logo, they should first understand the brand's market positioning, decide on its design, and change direction according to the brand's perception of brand personality. The research results also show that as long as the brand logo is in line with popular preferences, consumers will be willing to recommend and buy products of this brand and will not be affected by brand awareness . The research findings will be provided to start-up companies in designing brand logos. Follow directions from time to time for reference.

並列關鍵字

brand logo change ； removing frames ； brand personality ； brand judgment ； brand resonance

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