運用層級分析法建立品牌權益衡量方法-以創意產業品牌為例

Using AHP To Build Brand Equity In Creative Brand Industries

張嘉華(Chia-Hua Chang)

指導教授 ： 顧志遠

中原大學/商學院/企業管理研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200710

摘要

品牌權益是目前面臨產業全球化的競爭下對於組織在顧客需求族群中所扮演行銷概念最為重要的角色，它是針對公司的認定價值與認知給於大眾消費的概念養成所成立的，Aaker（1991）認為品牌權益是與品牌、品名、符號相連結的一套資產與負債的集合，可能會增加或減少公司提供給消費者之產品或服務的價值。當品牌的名稱或符號改變，與之相連結的資產與負債亦會隨之改變或消失；這些資產或負債的來源包括品牌忠誠度、品牌知名度、知覺品質、品牌聯想、其它專屬品牌資產。在世界各國的組織中為品牌的相關連結性、紛紛體認到必需以創意作為產業加值的重要性，而在行政院當中我們也看到院所提出的，挑戰2008國家發展計畫，並將發展的創意產業也已列入十大重點計畫中。
本研究目的透過文獻回顧，針對過去學者所提出的各種品牌權益價值衡量模式進行探討並做出綜合歸納，企業應可透過本研究之建構模式評選出最佳的創意品牌。並瞭解構成創意品牌權益價值的因素與其內涵指標程度。在藉由層級分析法，評量出相關創意產業品牌權益之各項表現及排名。
本論文收集參考文獻對於創意品牌權益當中發現許多不足之處，許多創意的想法當下是無法以量化的方式提出，而對於持久性之競爭優勢之品牌價值也相對較為弱勢，因此本研究將針對創意品牌之相關文獻進行資料收集，根據各家不同的品牌權益價值衡量模式，綜合歸納出相關研究架構與評估模式，並套用層級分析法，找出不同創意品牌的權益價值與相對比重，藉以量化、評估，將有助於企業進行行銷活動、創造忠誠度、提升毛利及取得與通路談判時的籌碼、比競爭者更具有優勢，最後本研究將以3M、Hello Kitty、Louis Vuitton 3家創意品牌為例，找出在各主準則下的表現。
對於評估模式的建構以層級分析法(AHP)為研究方法，並綜合各家學者的品牌權益價值衡量模式來歸納出五項主準則（品牌忠誠度、知覺品質及領導力、品牌聯想及差異化、品牌知名度、市場行為）和17項次準則，並透過相關有品牌知識與經驗的專家做面對面的問卷調查進行專業評估，同時檢視與修正專家們意見之不一致性，藉以取得各項評估準則之相對權值與總權重。希望本研究所提供的品牌權益價值衡量的模式、方法與工具應該可以提供給企業以科學、客觀且簡單有效的方式在不同的條件下來做決策，並希望可以給國內企業在選擇創意品牌行銷上，可以有一定程度的價值與貢獻。

關鍵字

創意產業 ； 品牌權益 ； 層級分析法

並列摘要

Brand equity is one of the most important marketing concepts under the demand of customers in the competition of industrial globalization. It is build by the recognized value and cognition that a company brings to consumers. Aaker (1991) has believed that brand equity is an assembly of assets and liabilities of brand, name, and symbol. It could increase or decrease the value of service that the company offers to consumers. When a brand’s name or symbol alters, the connected assets and liabilities will change or disappear as well. The assets and liabilities include brand loyalty, brand awareness, perceived quality, brand association, and other proprietary brand assets. Of all organizations of the world, they all have realized the value of the industry must be emphasized on creativity. As we also know that the executive yuan has listed the under-developing creative industry into the ten national plans.
The study based on the literature review to discuss and conclude by the value of brand equity measurement model. Enterprises can select the best creative brand by the construction mode of this research, and to further understand the factors of brand equity value and the degree of its intension indicator. By the analytic hierarchy process, they can comprehend their performance and rank over each related creative industry of brand equity.
During the research we found out that there is still an amount of deficiency of brand equity reference because many creative ideas cannot be quantified, and that compared to the brand value which holds a long-term competitive strength could be relatively weak. Therefore, the study aims at collecting related reference of creative brand, and comprehensively concludes its research framework and evaluation model according to each value of brand equity measurement model. By adopting analytic hierarchy process, we can find individual brand equity value and the relative weight of the value in different brands. Within the quantification and the evaluation, it will be helpful for the enterprise to design its own marketing activity, brand loyalty, and know how to increase in gross profit and negotiate. At last, the study will take 3M, Hello Kitty, and Louis Vuitton to be the examples.
We take Analytic Hierarchy Process (AHP) to be the research method, and combine all kinds of brand equity measurement models of value to conclude five main principles: brand loyalty, perceived quality and leadership, brand association and differentiation, brand recognition, market behavior, and seventeen sub-criteria. We proceed professional evaluation with acknowledged expertise by face-to-face questionnaire inquiry and at the same time we examine the differences from distinct professions so to obtain the relative weights and total weights of each criteria. Hopefully, the brand equity value models that brought by this study can provide to enterprises to make major decisions with scientific, objective and easy ways. Also we would like to contribute our result to domestic companies while they are on the pathway of dealing with the creative brand marketing.

並列關鍵字

creative industries ； brand equity ； analytic hierarchy process

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