在競爭如此激烈、且變化多端的環境中,企業無不致力於尋求各種新興的行銷策略或戰術。然而,這些許許多多的作法似乎使得行銷活動變得太過複雜、太多術語了。到底企業如何才能將廣泛的行銷功能凝聚在一起?而行銷過程中最重要的單一目標又為何?Al Ries & Raura Ries(1998)相信,那就是「建立品牌」。 廣義而言,「品牌權益」(brand equity)即為品牌所具有的附加價值,透過品牌權益的建構與創造,企業才能真正獲得品牌所獨有的價值。由於企業如何建構品牌權益的研究較為缺乏,且尚無研究提及各類型品牌策略如何建構品牌權益,以及在品牌策略建構品牌權益的過程中,是否有變數對品牌權益的建構有所影響,故本研究所欲探討的課題係為品牌策略、組織系絡性變數、以及組織設計策略與品牌權益之間的關係。而主要的研究目的與問題則如下所述: 1. 探討品牌策略建構品牌權益之具體作為。 2. 探討不同類型品牌策略於品牌權益建構上之差異。 3. 探討組織系絡性變數對「品牌策略建構品牌權益」之影響。 4. 探討組織設計策略對「品牌策略建構品牌權益」之影響。 在經過次級資料收集與部分個案的深度訪談之後,本研究發現,不同類型之品牌策略於品牌權益建構之作法上確實有所差異。其中,個別品牌策略係以獨特的定位來建構品牌權益;背書品牌策略則著重於品牌導入初期品牌權益之建立;至於副品牌策略係由主、副品牌間之相輔相成來建構品牌權益;而統一品牌策略則強調整體形象塑造之重要性。 此外,本研究亦發現,組織系絡性變數以及組織設計策略不但影響品牌策略的選擇,也對品牌權益建構上的各項作法具有強化或弱化的影響力。其中,具強勢文化以及過去以相關多角化成長的企業通常傾向採用統一品牌策略來建構品牌權益;而過去採取非相關多角化以及購併來成長的企業則會以個別品牌策略來建構品牌權益。至於在組織設計策略方面,標準化策略強化了統一品牌策略建構品牌權益的各項作法;而差異化策略則強化了個別品牌策略建構品牌權益的各項作法。
In the fierce competitive environment , companies all seek new marketing strategies or tactics . However , these methods make marketing activities become too complicated . Al Ries and Raura Ries believe “brand building” can integrate all marketing activities. Brand equity is the added value of a brand . Company can obtain the value of a brand by building brand equity . Because there are few studies about how to build brand equity by brand strategy and if there are any variables that influence brand equity building , the subject of this study is the relationship among brand strategy , organizational context , organizational design and brand equity . The main purposes of this study are as follows : 1. Discuss the concrete action of brand equity building . 2. Discuss how to build brand equity by different types of brand strategis . 3. Discuss the influence of organizational context on brand equity building . 4. Discuss the influence of organizational design on brand equity building . After collecting secondary data and interviewing some companies , the conclusions of this study are summarized as follows : individual brand strategy builds brand equity by unique positioning ; endorsed brand strategy focus on brand equity building during the introduction of a brand ; subbrand strategy builds brand equity by cooperation between master brand and subbrand ; unitary brand strategy builds brand equity by creating whole image . In addition , companies with strong culture and those grew by related diversification usually build brand equity by unitary brand strategy ; companies that grew by non-related diversification and merger and acquisition usually build brand equity by individual brand strategy . In the aspect of organizational design , companies with standardization strategy usually build brand equity by unitary brand strategy ; companies with differentiation strategy usually build brand equity by individual brand strategy .