以「品牌識別要素蜂窩模型」建構「顧客基礎品牌資產」──以智慧型手機為例

Building Customer-based Brand Equity by Brand Identity Factors Honeycomb Model, taking Smart Phone as an example

林世彬(Shih-Ping Lin)

指導教授 ： 梁世安

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

近年來國內多家科技大廠為求取企業永續經營的最大利潤，有從專業代工邁向品牌經營的轉型趨勢。然而競爭者眾，如何建立一個強而有力的品牌，讓產品脫穎而出並創造更多的利潤，是企業所面對的一大課題。關於品牌的塑造，Ａaker(2004)提出「品牌識別要素蜂窩模型」，採取了反映(reflective)觀點，以顧客知覺(customer perceived)為指標，不同於以往採用企業資源投入以建立品牌資產的組成性(formative)理論觀點，可較真實反映消費者心中對於品牌的感受。

本研究採用「品牌識別要素蜂窩模型」建構其「顧客基礎品牌資產」，並以智慧型手機為實證對象，驗證此模型架構。主要研究目的如下：
一、研究「品牌識別要素」與「顧客基礎品牌資產」之關係。
二、以Aaker的「品牌識別要素蜂窩模型」為架構，建立「品牌識別要素量表及「顧客基礎品資產」量表。
三、驗證智慧型手機產業中，「品牌識別要素蜂窩模型」與「顧客基礎品牌資產」之關係。
本研究選擇新興智慧型手機產業作為實證對象，以Aaker(2004)「品牌識別要素蜂窩模型」為基礎，發展「品牌識別要素量表」，研究品牌發展的成功關鍵，並確證此模型，作為台灣科技產業轉型發展品牌的參考。研究結果顯示「品牌識別要素蜂窩模型」可充分反應顧客對品牌形象的認知，而「品牌識別要素量表」能將抽象的品牌形象塑造納入量化管理，作為衡量顧客對品牌識別核心價值之良好工具，企業可經由提昇「顧客形象」、「象徵」、「權威基礎」、「功能性利益」、「情感性利益」、「個性」
等六大構面，強化品牌識別，作為企業擬定品牌策略之依據。

關鍵字

品牌識別 ； 品牌識別要素 ； 品牌識別要素蜂窩模型 ； 顧客基礎品牌資產 ； 智慧型手機

並列摘要

How to build a strong brand in this competitive business world is a main course to many market players, especially to more and more Taiwanese companies in the recent years which are transferring their business models from OEM/ODM toward own brand in order to earn much better profits and survive. Regarding brand building, Aaker(2004) enhanced the concept of brand identification with customer perceived point of view from the original four factors to bring up a highly practical “brand identity factors honeycomb model” as a tool of “brand identity.” The honeycomb model is compounded by six factors which contain, “symbol,” “base of authority,” “functional benefits,” “emotional benefits,” “personality” and “ideal customer image,” which can be applied to build the brand image reflectively from customer’s point of view and so it can be used to check if there are gaps between company orientated brand image and customers’ identification.

Since Apple iPhone’s popularity, smart phone nowadays plays a significant role in the competitive consuming electronic product market. This study uses “brand identity factors” to build “customer-based brand equity” as an idea frame for the basic development quantity table, and selects several international brands of smart phones such as Nokia, RIM, Apple and HTC as the study range to testify the quantity tables listed in this study. The result of this study shows both the credit and effective value of quantity table are good. The model test result of “brand identification factors” and “customer-based brand equity” shows that the conception frame based on “brand identity factors honeycomb model” of each factor for “brand identification factors” has the positive effect toward the “customer-based brand equity” which is reflected by “brand loyalty,” “brand association,” “brand awareness” and “perceived quality.” This study also provides practical suggestions to smart phone players about how to build their brands in this competitive market.

並列關鍵字

brand identity ； brand identity factors ； brand identity factors honeycomb model ； customer-based brand equity ； smart phone

參考文獻

吳玟琪譯，Lynn B Upshaw著(2000)，建立品牌識別，臺北，臺視文化事業股份有限公司。

范文毅譯，Alycia Perry &David Wisnom 3著(2004)，品牌優生學，臺北，美商麥格羅•希爾國際股份有限公司。

Aaker, D. A. (1995), Building Strong Brands, Big Apple Tuttle-Mori.

Aaker, David A. and Kevin Lane Keller (1990), "Consumer Evaluations Of Brand Extensions," Journal of Marketing, 54 (1), 27-41.

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