品牌策略之探討

Abstract

品牌在我們的生活裡無所不在。本文由實務的觀點出發，希望了解高科技公司品牌經營的策略與方法。研究目的是提供高科技公司技術背景的品牌經理人員，宏觀了解品牌經營與管理所會遇到的重要問題與參考案例。

本研究使用文獻回顧法、案例分析法以及內容分析法，整理品牌經營管理重要觀念與架構，由實際案例公司3M Company, The Swatch Group, Royal Philips Electronics, Nokia, INVISTA, LVMH Moët Hennessy - Louis Vuitton的歷史經驗與品牌經營策略中，了解國際企業永續經營的基本價值與理念根源。

經由研究整理文獻與分析案例，並沒有發現能保證成功的品牌策略，不同的時空環境就會有不一樣的策略，經理人員應本於公司的經營理念，對品牌策略作一適當的選擇。本研究建議品牌經理於推動品牌策略時，能將品牌價值與理念傳達到公司全體人員，並且使用簡單清楚的傳播溝通工具傳遞品牌的價值給消費者。此外，在變動快速的現代社會裡，品牌經理迅速反應客戶價值偏好的變化，設計符合時代精神與價值的公司品牌識別體系是相當重要的。針對消費性科技產品，技術背景的品牌經理人員平日隨時由環境中參考消費品與精品的品牌經營手法，跨產業學習，增加專業能力。

Brands are everywhere. This research will be on the branding strategies of high-tech companies. The discussion will be from the perspective of a practitioner.

The research objectives are to provide a research framework on brand management to high-tech companies, to identify key issues in brand management for brand mangers or product managers, to reveal past and current brand strategies, and to deliver intellectual property knowledge to marketing practitioners.

Methods of literature review, case analyses, and content analysis are used in this thesis. Six companies: 3M Company, The Swatch Group, Royal Philips Electronics, Nokia, INVISTA, and LVMH Moët Hennessy - Louis Vuitton have been studied for their brand history and strategy.

After reviewing related theories and studying of case companies, the research concludes that high-tech company may adapt one of the following branding strategies: strong corporate branding strategy, individual product branding strategy (or co-branding strategy), and endorsed corporate brand plus product brand strategy. Since corporate value is very important when formulating branding strategy, the research suggests that brand managers: to cast corporate value into each one in the company thoroughly; to communicate brand value in a simple and clear way regularly; to follow the changing value of the customer swiftly; to create an elegant corporate identity currently; and to learn from fast moving consumer goods (FMCG) or luxury goods company constantly.