街區品牌識別研究－多利害關係人觀點

臺灣各地興起以地方創生為目的的區域活化，許多地方開始以「品牌」方式針對地方產品與服務進行推廣。臺南是全台開發最早的城市，富有歷史文化古都的美稱；涵蓋歷史紋理的街區則是構成古都很重要的部分。伴隨文化保存的意識提升，當地政府開始重視街區的保存與活化；然而與大城市、鄉鎮相比，小型街區要發展觀光及獨有特色相對困難。品牌是對於產品與服務信任的根本，而品牌識別是構成品牌重要的條件。因此街區要與其他同性質之場域形成差異化，發展品牌識別是街區的重要發展方向。本研究以半結構式訪談進行研究，以實際個案台南市中西區信義街區作為研究場域，透過訪談街區主要利害關係人，包含街區里長、街區非政府組織、街區商家等，以釐清信義街區品牌識別發展之歷程。依照Aaker & Joachi msthaler(2002) 所提出品牌識別架構中的符號層面（視覺形象與暗喻／品牌傳承）、人性層面（品牌個性／利害關係人街區品牌關係）、組織層面（組織特性／全球性地方性）等的三大層面與其六項構面，檢視街區品牌識別。近年來，愈來愈多學者將品牌識別視為多方利害關係人透過動態且持續的對話協商共創而成 (Handelman, 2006; Vallaster & von Wallpach, 2013) 本研究發現，信義街區品牌識別為透過街區符號、參與者、活動、場域間的交織，共創而成的動態發展歷程。同時街區利害關係人扮演關鍵角色，影響著街區風貌的轉變與品牌識別的變與不變。在理論層面，將多利害關係人的觀點帶入 Aaker & Joachimsthaler r 2002 所提出的品牌識別理論，可更完整呈現品牌識別研究的社會建構性。

關鍵字

街區品牌；品牌識別；多利害關係人觀點；共創

並列摘要

Regional activations for the purpose of "Placemaking" have sprung up all over Taiwan, many places have begun to promote local produc ts and services in the form of "brands". Tainan is the earliest develope d city in Taiwan, and acquired a rep utation as an ancient capital of his tory and culture; blocks with historical urban fabric are an important p art of the ancient capital. With the increasing awareness of cultural pres ervation, the local government has begun to pay attention to the preser va tion and revitalization of the blocks.However, compared with large cit ies and towns, it is relatively difficult for small blocks to develop touri sm and unique characteristics. Brand is the foundation of product trust, and brand identity is an important con dition for forming a brand. There fore, in order to differentiate from other fields of the same nature, deve loping brand identity is an important development direction for Xinyi B lock in the future. In this study, uses semi-structured interviews to conduct research, observes the actual research site Xinyi Block, and adds A Multi-stakeholder Perspective viewpoints to study the brand identification of the block. Through interviews with the main stakeholders of the block, including block leaders, block organizations, and block merchants, we can further understand the development process of Xinyi Block's brand identity. According to the brand identity framework proposed by Aaker & Joachimsthaler(2002), the symbolic dimension (visual image and metaphor/brand heritage), the human dimension (brand personality/stakeholder/block brand relationship), the organizational dimension (organizational characteristics /global/local) and other three dimensions and its six dimensions check out the block brand identity. In recent years, more and more scholars have regarded brand identity as a multi-stakeholder co-creation throu IV gh dynamic and continuous dialogue and negotiation. This study found that that Xinyi Block brand identity is a dynamic development process created through the interweaving of street symbols, participants, activities and fields. At the same time, the stakeholders of the block play a key role, affecting the change of the style of the block and the change or not of the brand identity. At the theoretical level, bringing the multi-stakeholder viewpoint into the brand identity theory proposed by Aaker & Joachimsthaler(2002) can more completely present the social constructivity of brand identity research.