品牌形象與品牌經營的國際化策略

這個世界上至少有超過數千個旅行箱品牌，能夠喊得出名號的旅行箱品牌則不超過二十個；暫且不論這幾千個旅行箱品牌能夠承擔起多少社會責任，至少可以確定的是，即使世人能夠喊得出名號的國際級旅行箱品牌當中的前二十名，也全部都是以追求營業利潤作為品牌存在的目的，沒有任何一個品牌與百夫長旅行箱相同，以「宣揚地球核心價值」作為品牌成立的精神，這正是為什麼百夫長旅行箱值得被研究與討論。百夫長旅行箱在品牌創辦之初，就已經被品牌創辦人陳志彬賦予了「不以營利為營運初衷」的品牌價值；這個全球唯一完全不為了賺錢與獲利而成立的旅行箱品牌，如何自2015年正式上市銷售以來，從全球旅行箱產業銷售市場中，連年創造豐沛營收與每每在網路引領輿論話題。甚至，連續四年在航空業界引爆空服組員持續搶購狂潮，還因而奪下「空姐箱」一詞美稱；百夫長旅行箱品牌創辦人陳志彬更因為將百夫長旅行箱定義成為全球唯一以專門發行「聯名款、紀念款、限量款」的獨特品牌，於2017年獲頒中華民國經濟部金商獎的時候，於新聞媒體報導中被冠上「主題式旅行箱之父」的美譽。

關鍵字

品牌形象；品牌經營

並列摘要

There are, at least, over thousands upon thousands of luggage brands in the world, but the general users can only recall and recognize no more than 20 of them. Set aside for a moment the issue on how the companies behind these thousands of luggage brands might have engaged in the corporate social responsibility initiative to contribute positively to the society. What is certain is that these world top 20 renown international luggage brands were all created in the pursuit of business profits. No one is like the Centurion, which was established by the essence of "promoting the core value of the earth and the environmental protection", and that is why Centurion Luggage is a brand name worthy of investigation and discussion. When the brand of Centurion Luggage was first established, the founder, Chen Zhibin, has given the company a brand core value with an “original intention of nonprofit business operation”. How this only luggage company in the world set up not for making money and profit continues to create prosperous revenue since its official launch of the business in 2015 has often led to much discussion on the internet. Furthermore, for the past four consecutive years, Centurion has been a big hit among the flight attendants and crew members in the aviation industry, and won the reputation of "Stewardess Suitcase". The founder of Centurion Luggage, Chen Zhibin has defined the brand name of Centurion Luggage as the one and only in the world that specializes in suitcases of "co-branded editions, commemorative editions, and limited editions". In 2017, the company was awarded the Gold Merchant Award by the Ministry of Economic Affair, R.O.C. and was crowned the title of the "Father of theme luggage", in the news report.