中文摘要
「品牌」的研究，近年來在台灣變得十分熱門，不僅製造商、行銷者推陳出新探討各自的品牌哲學，連政治人物也不時現身說法，以品牌揣摩個別的公眾形象。然而，品牌的打造，並非一蹴可及的，尤其是在現今以消費者導向為依歸的經濟環境中，品牌的建立也就更顯複雜及困難，有效的品牌價值通常是建立產品本身的優勢、產業對品牌力的要求、大量的行銷資源以及不斷維持對消費者的承諾等等。本研究主要想藉由品牌來增加對跨產業企業的理解，而品牌權益強調形象與識別，顧客的個別因素會對品牌有不同的評估與認知，尤其是橫跨不同產業的個案公司中，其品牌的策略為何？其品牌如何管理與運用？本研究採用個案研究法，有系統條理地描述個案公司的做法，藉以了解跨產業企業在市場上品牌之策略與管理，並且發現：1. 品牌策略為企業經營策略的一部分，同樣可由擬定品牌願景、品牌使命、品牌目標、針對的目標族群…來達成企業品牌目標。2. 品牌之策略與管理模式是一體之兩面，不可能單獨存在，其品牌策略需有管理面的執行；而管理面需由品牌策略來指導。3. 特性 (character)，商標(logo)，訴求(claim)，字體(typeface)，顏色(color)，與設計質感(design quality) 為個案公司品牌之要素，必須「組合」與「配合」才能促使品牌權益最大化。4. 品牌識別與形象固然是形之於外，可以藉由品牌要素來建立，但是品牌策略其基本面卻是企業本身經營本質，包含整體的經營策略、提出客戶產品或服務的品質…等等，才能使企業品牌永續經營，確保企業品牌是公司的資產，而非負債。

Abstract
Branding is so hot and popular that many companies, academics or even politician research it and try to be differentiated in order to show forth their brand value or equity, particularly after Taiwan joined WTO in the beginning of 2002.
The thesis is a case study of Siemens brand strategy and management, to illustrate what are corporate brand strategies and how to do for brand management. It presents a workable and realistic result and suggestions to industries.
The thesis concludes that 1. Brand strategy is a part of corporate management strategy, and can be framed by vision, mission statement, objectives, and target groups…etc. 2. Brand strategy and management should not be stand-alone. Brand management is led by brand strategy and accomplishes it. 3. Character, logo, claim, typeface, color and design quality are Siemens’ brand elements, which have to be harmonized and fulfilled in order to maximize the brand equity. 4. Brand image can be built up by brand elements, however brand strategy should also focus on quality, after service, or even company’s essence of business strategy or management in the long run. Ensuring that brand is an asset, not debt, of a company.

第一章 緒論1

第一節 研究背景與動機1
第二節 研究目的3
第三節 研究流程4
第四節 研究方法5

第二章 文獻探討9

第一節 品牌與品牌權益9
第二節 品牌策略 21
第三節 品牌管理模式30

第三章 個案公司研究 36

第一節 個案公司背景資料 36
第二節 個案公司的品牌策略41
第三節 個案公司的品牌管理模式50

第四章 個案分析與發現65

第一節 品牌策略與品牌管理模式之關係架構65
第二節 品牌策略 66
第三節 品牌管理模式73

第五章 結論與建議 78
第一節 結論 78
第二節 理論涵義與實務建議79
第三節 研究限制與後續研究建議81

參考文獻82

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