品牌權益對於品牌管理日趨重要,然而過去許多衡量品牌權益的量表或模式建構,觀點分歧且多僅止於概念性探討,而品牌權益逐漸被企業所重視,所以有許多國外廠商如Interbrand發展出衡量品牌價值的模式,此衡量模式的準則多偏向公司財務構面,在專家、學者的眼中未必是適合的衡量準則,而台灣的企業已經逐漸從過去的代工企業,轉變為品牌企業,因此,希望可以藉由網路程序分析法找出適合衡量品牌權益的準則,進而找出各準則、構面的適當權重值。 過去許多學者嘗詴以各種角度切入來衡量品牌權益,但是衡量方式不但眾多且繁雜,亦不夠具有全面性。因此,本研究歸納分析並整理各學者及各國品牌權益評估模式,設法建構發展綜合觀點的系統化且適合台灣之品牌權益評估模式。本研究先從相關文獻的探討及現今各種品牌鑑價方法中整理出重要的品牌強度評鑑指標,並請益有實務經驗之專家學者的意見彙整出品牌權益之評估構面,包括:知覺品質、知覺價值、品牌忠誠度、品牌知名度、行銷支持度與財務績效等6個評估構面及21個評估準則,並採用網路程序分析法(The Analytic Network Process;ANP),進行專家問卷調查,以Super Decisions進行ANP運算得出各構面、準則的權重值,發展出品牌權益的評估模式。藉由此模式,給予企業在行銷策略上之建議,期望企業能夠藉此重視品牌權益,進而妥善分配企業資源、發展品牌行銷活動。 關鍵
The brand equity is more and more important for brand management nowadays. However, many constructed models for measuring brand equity are only at the stage of concept discussion. Many Taiwanese enterprises have gradually paid attention to their brand equity now. Many foreign companies, such as Interbrand, developed models for measuring their brand value. But these models put too many efforts on finance factors as their criteria. In experts' and scholars' veiwpoint, the criteria of models are not suitable to measure brand equity. Many Taiwanese OEM enterprises have already become brand enterprises. Therefore, the purpose of this study tries to find suitable criteria of brand equity, and corresponding weight of each criteria by means of the Analytic Network Process(ANP). Many scholars tried to measure brand equity by different methods. But their measuring methods are numerous and complicated, not comprehensive. This study generalize evaluating model of brand equity from literatures, and tries to construct comprehensive and systematize brand equity evaluating model. This study sums up 6 key dimensions and 21 criteria from literatures, also constructs brand models. The 6 key dimensions include perceived quality, perceived value, brand loyalty, brand awareness, marketing support, and monetary basis. The study also proceedes expert questionnaire, and values each dimensions and criteria weight to develop estimating model of brand equity by Super Decisions. By this model, this study provides some suggestions and some marketing strategy for companies. Therefore, these companies are able not only to distribute enterprise resources well but also to develop the marketing activities and manage brand successfully.
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