品牌故事的初探性研究

A Study on Brand Equity:How it Impact from Illustrating Brand Stories

佘安賢(An-Shyan Sher.)

指導教授 ： 沈永正

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

本論文研究之主題主要在於探討品牌故事在品牌權益上之影響，消費者認知及在品牌經營上產生之能量關係。
近年來有愈來愈多的品牌策略及廣告手法以說故事的方式，達成其目標。本研究將品牌故事定義為在品牌長期發展的歷史過程中所發生的故事，情節本身具一定的戲劇性，或神奇色彩能引發消費者對該品牌的共鳴，並進一步對品牌的聯想與整體價值有所影響，且探討在品牌故事在品牌經營上的影響。
本研究採質性研究中的個案研究，研究對象為年齡層約在22~45歲之間，以有購買能力且稍具品牌認知的消費客群，為受訪者。並以深度訪談的方式對受訪者的意見，賦予主觀的判斷，解讀受訪者回應之中更深層的意涵，進而分析出不同的品牌感官及向度驗證。
從訪談過程中，本研究發現透過故事的模式與情感，故事中的行為、人物、會與消費者的經驗和感受會緊密交織在一起。故事也提供消費者特定的行為與經歷模式，提示消費者內心的深層感動，從而轉化為對品牌的認知。由於行為的直接模仿和感情的連結，故事可以引發消費者的購買慾。
研究結果顯示品牌故事會在品牌經營的範疇中增加四種不同的動能：
依次為情感的刺激與慰藉、縮小消費者認知與品牌現實之間的落差、創造一個品牌平台，讓品牌可以延伸及增強品牌的價值。而其在在品牌經營上之管理意涵定義分析則為：創造品牌能見度和幫助品牌經者發展出深厚的消費者關係及建立聯想性；創造獨特性等功能。

關鍵字

品牌故事

並列摘要

The study is to explore the impact of brand story on brand equity; how it impact on consumer acknowledges on the brand and how it helps to manage the brand.
There are more and more branding strategy and advertising approach using illustrating brand story to lead consumer to know the brand in depth. The brand stories not only contain the historical events during long-term development period, but the dramatic and mistrial illustration also attract consumer eager to know the brand,
The study uses quality approach. Age of interviewers is between 22~45 years old. All of the interviewers are capable of buying things and know some brands in the market. The result from the various interviews helps clarifying the level of sensitivities of brand.
Those physic interviews lead the study to know the pattern and emotion in a brand story will tie up with consumers’ experience and their emotional memory. Moreover, the brand story also touches consumers by providing them some pattern of specific behavioral and experience, helps them to convert the acknowledgement from emotional into substantial buying behavior.
The study is also to show the finding of 4 different functions is added by brand story to the scope of brand management. Emotional stimulation and comforting, narrow the gap between consumers’ image and the realistic brand, creating a platform where to extend and to strengthen the value of the brand.
In addition, the brand story defines from the viewpoint of brand management is to create the visibility of brand and help brand owner developing the stronger relationship with consumers, setup the connection, and unique image with consumers.

並列關鍵字

brand equity

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