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系統識別號 U0002-0207201216364000
中文論文名稱 品牌元素設計與品牌概念之策略配適探討
英文論文名稱 An exploratory study of the strategic fit between Brand Elements Design and Brand Concepts.
校院名稱 淡江大學
系所名稱(中) 國際商學碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration (EMBA) in International Commerce
學年度 100
學期 2
出版年 101
研究生中文姓名 洪倫裕
研究生英文姓名 Lun-Yu Hung
學號 799520365
學位類別 碩士
語文別 中文
口試日期 2012-06-01
論文頁數 95頁
口試委員 指導教授-黃哲盛
委員-林婷鈴
委員-邱世寬
中文關鍵字 品牌元素設計  品牌概念  品牌名稱  品牌標語 
英文關鍵字 Brand Elements Design  Brand Concept  Brand Name  Brand Slogans 
學科別分類 學科別社會科學商學
中文摘要 品牌名稱是企業對消費者的門面,如何使用品牌元素的概念快速的使消費者可以馬上接受並瞭解本身企業的特色與服務內容,在這個資訊爆炸的社會中越來越為重要。
本研究從品牌概念的觀點切入,以焦點團體訪談法結合品牌元素設計、品牌標語等學說作為研究的觀念架構,並以半結構式的訪談指引,由有設計背景的受訪者從企業品牌設計者的觀點,搭配由非設計背景的受訪者從消費者的觀點,共同分享他們對於以品牌概念為出發點,對於品牌名稱與品牌標語的評價。
研究結果發現(一) 大部分的品牌設計者偏好簡潔但有涵義的純文字元素設計或是有故事性的文字搭配象徵物的元素設計。(二)消費者部分則偏好文字搭配圖案的元素設計。(三) 品牌設計者和消費者都較喜歡強調功能性概念的Slogan。
因此在設計品牌元素和Slogan時,應盡量使用文字搭配圖案的設計元素進行設計,而Slogan部分應搭配功能性概念的Slogan。
英文摘要 The brand name is the facade of the business to consumers. How to use the concept of brand elements, so that consumers can immediately accept and understand the specialty and services of this enterprise, is more and more important in the information explosion society.
This study start from the brand concepts and combine the brand elements design with brand slogan as the conceptual framework through qualitative research- focus group interviews who have design background from the view of corporate brand marketing compare to who don’t from the view of normal customers in order to understand the designers and customers’ viewpoint and evaluation of the brand name and brand slogan.
Through interviews that find out : first, most of the designers prefer simple but meaningful pure letters design or a narrative letters design with a symbol. Second, customers prefer the design of letters with a pattern. Third, both designers and customers like the slogan that emphasize the functional concept.
Therefore when designing the brand element and slogan should use the design of letters with a pattern, and the slogan that emphasize the functional concept.
論文目次 目錄
第一章 緒論............................................................................................................ 1
第一節 研究背景與研究動機........................................................................ 1
第二節 研究目的............................................................................................ 3
第三節 研究流程............................................................................................ 4
第二章、文獻探討........................................................................................................ 6
第一節 品牌識別與品牌命名原則................................................................ 6
第二節 品牌概念.......................................................................................... 28
第三章 研究方法與設計...................................................................................... 37
第一節 研究架構與本研究的假設與設計.................................................. 37
第二節 研究方法.......................................................................................... 46
第三節 焦點群體訪談的流程與設計.......................................................... 48
第四章 研究結果與分析...................................................................................... 52
第一節 “特務快遞”之功能性品牌概念的喜好 .......................................... 52
第二節 “特務快遞”之象徵性品牌概念的喜好 .......................................... 59
第三節 “特務快遞”之經驗性品牌概念的喜好 .......................................... 66
第四節 “特務快遞”元素設計搭配Slogan 之分析 ..................................... 72
第五章 結論與建議.............................................................................................. 80
第一節 研究結論.......................................................................................... 80
第二節 研究貢獻.......................................................................................... 83
第三節 研究限制與建議.............................................................................. 85
文獻探討...................................................................................................................... 87
一、中文部分:.................................................................................................. 87
二、英文部分:.................................................................................................. 89
附錄一 焦點群體訪談聯繫信函.......................................................................... 94
附錄二 焦點群體訪談大綱.................................................................................. 95


圖目錄
圖1-1 廣告集團Millard Brown 2011 全球前10 大品牌 ....................................... 1
圖1-2 商業世界與消費者世界對照圖.................................................................... 4
圖1-3 研究流程圖.................................................................................................... 5
圖2-1 資訊處理過程和記憶儲存.......................................................................... 15
圖2-2 品牌概念的來源.......................................................................................... 30
圖3-1 研究架構圖.................................................................................................. 38
圖3-2 純文字設計參考設計圖.............................................................................. 42
圖3-3 文字搭配圖案設計參考設計圖.................................................................. 43
圖3-4 文字搭配象徵物設計參考設計圖.............................................................. 43
圖3-5 市面上FedEx 快遞品牌設計參考圖-1 ...................................................... 44
圖3-6 市面上FedEx 快遞品牌設計參考圖-2 ...................................................... 44
圖3-7 市面上UPS 快遞品牌設計參考圖 ............................................................ 45
圖3-8 市面上黑貓宅急便快遞品牌設計參考圖.................................................. 45
圖3-9 市面上白鴿宅急便快遞品牌設計參考圖.................................................. 46
圖4-1 功能性品牌純文字設計.............................................................................. 52
圖4-2 功能性品牌文字搭配圖案設計.................................................................. 54
圖4-3 功能性品牌文字搭配象徵物設計.............................................................. 56
圖4-4 功能性品牌概念設計.................................................................................. 58
圖4-5 象徵性品牌純文字設計.............................................................................. 60
圖4-6 象徵性品牌文字搭配圖案設計.................................................................. 61
圖4-7 象徵性品牌文字搭配象徵物設計.............................................................. 63
圖4-8 象徵性品牌概念設計.................................................................................. 65
圖4-9 經驗性品牌純文字設計.............................................................................. 66
圖4-10 經驗性品牌文字搭配圖案設計.............................................................. 68
圖4-11 經驗性品牌文字搭配象徵物設計.......................................................... 69
圖4-12 經驗性品牌概念設計.............................................................................. 71
圖4-13 品牌概念設計總圖.................................................................................. 73

表目錄
表1-1 民國96-100 年商標核准件數 ...................................................................... 2
表2-1 品牌識別定義整理........................................................................................ 6
表2-2 學者Perry and Wisnom 品牌元素分類 ....................................................... 8
表2-3 學者Keller 品牌元素分類 ............................................................................ 8
表2-4 學者Aaker 品牌名稱命名分類 .................................................................. 20
表2-5 張恬瑋品牌名稱命名要點.......................................................................... 24
表2-6 學者Moser 品牌元素五感體驗 ................................................................. 26
表2-7 品牌概念分類.............................................................................................. 30
表3-1 品牌元素設計概念表.................................................................................. 40
表3-2 第一場焦點群體訪談受訪者資料.............................................................. 49
表3-3 第二場焦點群體訪談受訪者資料.............................................................. 50
表5-1 品牌概念與品牌元素設計與Slogan 最適搭配 ......................................... 82
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http://www.ups.com/content/tw/zh/index.jsx


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