品牌活化之探討 -以T公司為例

A Research on Brand Revitalization—The Case of Company T

洪宗亨(Tsung-Heng Hung)

指導教授 ： 許嘉文

國立中正大學/管理學院/企業管理學系/碩士(2015年)

摘要

品牌活化是品牌行銷的重大議題，對於品牌老化的企業來說，品牌活化能更新與創造品牌權益。個案裡的T公司是由公務機關改制而成的國營事業，因政府保護，長久處於市場獨占地位，疏於品牌經營，導致市場開放後，面臨品牌的老化與市占的下滑。本研究探討個案公司品牌老化與品牌活化時所遇到的阻礙，並運用品牌活化策略相關理論來分析歸納個案公司的活化策略。
研究結論顯示，市場開放後的激烈競爭，弱化了只此一家的品牌聯想與品牌權益，造成品牌老化與市占下滑。而組織溝通不良、人力老化與行銷專才不足、政府法規限制、過度注重推式行銷也成為品牌活化的阻礙。最後經由分析個案公司活化策略發現，運用更新舊的品牌權益來源與創造新的品牌權益來源，伴隨著外在情境適度調整策略，才能維持良好的品牌形象，保持品牌的活化，積累品牌權益。

關鍵字

品牌 ； 品牌權益 ； 品牌活化

並列摘要

The brand revitalization is a major topic of brand marketing. For a corporate with an aging brand, the brand revitalization is able to update and create the brand equity. T company , a government-run business, was in a monopoly position before, but after the liberalization of financial market, it neglected the brand management, and it leads toe the brand aging and dropping market share.The study discusses the obstacles it will encounter during its revitalization.The purpose of this study is investigating a case of the company's aging brand and during the brand revitalization it will encounter those obstacles. For the brand revitalization ,we use that related theories of strategies to analyze and summarized the strategy of revitalization for this company.
The study concluded that, after the market opening, the highly competition results in the weakening of exclusive brand association,and it weakens the brand equity and leads to brand aging and the drop of market share. These factors such as poor communication between organizations, manpower aging and inadequate marketing expertise, government regulations and excessive emphasis on pushing marketing become brand revitalization barriers. Finally, through the analysis of the company, we discovered the revitalization strategies by using updating the old sources of brand equity and creating new sources of brand equity, to appropriate adjustment strategy with the external situation in order to maintain a good brand image, so as to enhance brand revitalization, further accumulation of brand equity.

並列關鍵字

Brand ； Brand equity ； Brand Revitalization

參考文獻

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