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。

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.

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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3.李宛蓉(1999)，《品牌行銷：創造出價值與魅力來》。台北市：麥田。
4.林財丁(1995)，《消費者心理學》。台北縣 新店市：書華出版。
5.林智新(1983)，《品牌春秋》。臺北市:長河。
6.施淑琳(1998)，品牌概念、品牌廣度暨品質變異程度對品牌延伸效果之影響。未出版碩士，台灣大學商學研究所碩士論文。
7.胡振源(2006)，《品牌管理─品牌價值的創造與經營》。台北縣 中和市：新文京開發。
8.范文毅(2004)，《品牌優生學》。台北市：美商麥格羅希爾、滾石文化共同出版。
9.馬永川 (1998)，產品意象語彙與造型呈現對應關係之研究。未出版碩士，國立台灣交通大學碩士論文。
10.張恬瑋(2007)，中文品牌名稱與品牌權益之間的關係。未出版碩士，國立政治大學企業管理研究所碩士論文。
11.許鳳火 (1985)，產品設計之理念與方法，大同公司印刷中心，台北。
12.陳莉玫(2002)，「意難忘、情難診」：以語言學之觀點探討品牌命名與品牌利益聯想之關係。未出版碩士，國立中正大學企業管理研究所碩士論文。
13.黃泰原（1998），形象交戰守策，台北：學臣氏出版社。
14.黃詩喻(2010)，消費者如何消費文創產品：品牌概念、產品故事與消費意義之關聯性研究。未出版碩士，淡江大學國際貿易學系國際企業學碩士班碩士論文。
15.2011 Millard Brown全球品牌前100大調查排名。
16.中華民國經濟部智慧財產局網站公開資料。
http://www.tipo.gov.tw/ch/
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18.中華郵政官方網站。
http://www.post.gov.tw/post/index.jsp
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http://www.fedex.com/tw/
20.統一企業官方網站。
http://www.uni-president.com.tw/
21.UPS官方網站。
http://www.ups.com/content/tw/zh/index.jsx

 
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