品牌認同和品牌形象之關聯性研究－以公寓大廈管理服務業為例

The Study of Linkages between Brand Identities and Brand Images with Property Industry as an Example

何雍慶(Yung-Ching Ho) ； 林美珠(Mei-Jue Lin)

《東海管理評論》 8卷1期 (2006/07) Pp. 231-265

摘要

品牌認同就是一個品牌的價值主張、信念和所布行銷要素能得到消費者的認同與信賴。企業要建立強勢品牌，必須先找出品牌認同概念，然後透過積極的溝通，讓品牌形象深入消費者心中。
隨著都市住宅發展和消費觀念的改變，未來建物委由專業管理公司服務已成不可避免趨勢。過去，有關品牌形象之研究多聚焦於一般產業，針對公寓大廈管理服務業研究者僅有少數零散報導；而以品牌形象為主題者多偏於量化研究，且未提及品牌認同與品牌形象之關聯。因此，本研究擬利用質化研究之深度訪談法，訪談社區主委與服務業者，從顧客與供應商觀點瞭解比較品牌認同與品牌形象二者概念之差異及其關聯。
研究結果得知，服務業者擬傳達的品牌意義、品牌價值及品牌關係等皆與社區住戶的品牌認同程度有闕，且品牌認同程度與品牌溝通也會對住戶品牌形象知覺產生影響。隨後，本研究提出幾點研究建議，供後續學者研究參考。

關鍵字

品牌認同 ； 品牌形象 ； 品牌意義 ； 品牌價值 ； 品牌關係

並列摘要

Brand identity is that the value claims, beliefs and all marketing elements of a brand can receive consumers' identities and trusts. If an enterprise wants to build a strong brand, he must find out the concepts of brand identity firstly, and deepen the brand images into consumers' minds through active propagation.
With the developments of urban houses, increases of incomes and changes of consumption concepts, it is an unavoidable trend that much building become managed by professional property firms instead in future. In the past, the researches of brand images focused mostly on general industries, there were scarce reports about property firms. The topics about brand images mostly emphasized on quantitative researches, and never mentioned the linkages between brand identities and brand images. Therefore, the study will use the in-depth interview methods of qualitative researches on the service suppliers and community chiefs, to understand and to compare the differences and linkages between brand identities and brand images.
The findings are that the brand meanings, brand values and brand relationships, which the service suppliers offered, relate to the degrees of householders' brand identities. The degrees of brand identities and brand communications will influence the perceptions of householders' brand images. Subsequently, this study will give several suggestions to which the future researchers may refer.

並列關鍵字

Brand identity ； Brand image ； Brand meanings ； Brand value ； Brand relationship

參考文獻

王石番(1991)。傳播內容分析法：理論與實證。台北:幼獅文化。

行政院經建會()。

如何管理品牌價值

邱志聖(2000)。策略行銷分析：架構與實務應用。智勝文化事業有限公司。

吳真瑋(1999)。品牌個性與品牌關係關聯性之研究(碩士論文)。台灣大學商學研究所。