品牌延伸產品的造形意象研究－以華碩產品為例

A Study on the Brand Extension Products’ Form Image – A Case Study of ASUS Products

張秉節(Ping-Chieh Chang)

指導教授 ： 羅致遠

大同大學/設計學院/工業設計學系所/碩士(2005年)

摘要

企業為了擴展自己的商機以及市場，通常都會以品牌延伸為主要的策略目標，以持續經營至已經有一定支持度的品牌為號召，套用在欲推出的新產品上，期望藉由原本獲得支持的品牌，吸引消費者購買。目的即在於要能夠確實將品牌形象套入新產品上，讓原本的品牌產品愛用者產生共鳴，進而接受或是購買新推出的品牌延伸產品。

　　故本研究希望針對以不同產品成功營造品牌形象之後，再以品牌延伸策略推出新產品之企業做為研究對象，詢問消費者對於此類產品與其企業之品牌形象之看法為何。

　　本研究藉由量表式問卷以隨機抽選的方式找出一百名受訪者，針對挑選出來的筆記型電腦、個人數位助理、行動電話以及外接式光碟機等四種產品與七個形容詞進行產品的造形意象語彙評分之後發現，受訪者對於這四種產品在七個形容詞的認知意象中只有兩個詞具有統一造形意象，四種產品在其他五個形容詞方面則均沒有統一的造形意象。

關鍵字

產品造形意象 ； 品牌延伸 ； 品牌

並列摘要

Enterprises for expanding own business opportunities and market usually choose brand extension as their primary strategy. By putting their own well-known brand on the new released product categories, hoping to draw the consumers to purchase the new products. However, before proceeding to the brand extension strategy, we should evaluate the market with extra care, and set the brand image into the new product credibly. The ultimate goal of this kind of operation is to make the brand lovers have sympathy with the new product. Further more, they could accept or even buy the new released brand extension product.

　　The object of this research locks on the company that has a successful brand image by different kinds of products, and still use brand extension to launch new kind of product to the market. Using questionnaire to find out how do consumers think about this kind of company.

　　Randomly select 100 interviewees and use scale type questionnaire on the 4 products of notebook, PDA, cell phone, and portable CD-ROM to find out how do they think about the products’ form images on 7 adjectives, which are solid, technological, laminar, delicate, creative, compact, and accurate. It turns out that among the 4 products, only solid and creative have no significant difference, rest of the adjectives have.

並列關鍵字

brand ； brand extension ； product form image

參考文獻

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