中文品牌命名決策的流程與效標：台灣知名品牌之調查

Process and Criterions in Chinese Brand Naming Decision-making: A Survey of Taiwanese Famous Brands

張力(William Li Chang)

《行銷評論》 6卷1期 (2009/03) Pp. 1-24

https://doi.org/10.29931/MR.200903.0001

摘要

本文調查中文品牌命名決策流程，並且探討受重視的品牌命名效標。經由比較性個案研究而進行結果分析。研究發現品牌命名決策流程可以區分爲四種類型：個人決策型、集體智慧型、外部角色涉入型和混合型。本研究也發現傳統的華人文化信仰，將對中文品牌命名決策產生影響，而中文品牌國際化將是未來值得注意的發展趨勢。最後，本文針對品牌化策略提供一些未來研究建議。

關鍵字

品牌 ； 品牌化 ； 品牌命名 ； 中文品牌名稱 ； 品牌國際化

並列摘要

This paper examines the process and criterions in Chinese brand naming decision-making. The discussion is based on a comparative case study of Taiwanese famous brands. The findings classify process of brand naming into 4 types: individual decision-making, group decision-making, external roles involving and hybrid decision-making. This study also finds Chinese traditional cultural beliefs will have some impacts on brand naming decision-making. Additionally, Chinese brand name tends to develop international branding strategies in the future. Finally, this paper may provide some directions for further research in branding strategies.

並列關鍵字

Brand ； Branding ； Brand Naming ； Chinese Brand Name ； International Branding

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