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中文論文名稱 品牌向下延伸決策之研究— 品牌聯想與品牌概念圖比較之觀點
英文論文名稱 A study of the decision-making in brand downward extension— comparative perspective of brand association and brand concept map
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士班
系所名稱(英) Department of International Trade
學年度 98
學期 2
出版年 99
研究生中文姓名 潘婉欣
研究生英文姓名 Wan-Hsin Pan
學號 697550357
學位類別 碩士
語文別 中文
口試日期 2010-06-22
論文頁數 124頁
口試委員 指導教授-黃哲盛
委員-李月華
委員-王如鈺
中文關鍵字 品牌向下延伸  品牌聯想  品牌概念圖  新品牌  副品牌  品牌組合 
英文關鍵字 Brand downward extension  Brand association  Brand concept map  New brand  Sub brand  Brand portfolio 
學科別分類 學科別社會科學商學
中文摘要 由於近幾年的金融海嘯,促使許多廠商推出許多價美物廉的產品,以因應消費者荷包縮水的困境,不僅如此連精品業者,也紛紛推出實用且優惠的商品來吸引消費者不斷地消費,於是探討品牌向下延伸便是一有趣之研究方向。不僅如此消費者對品牌的偏好或認知,在品牌的概念中佔有極重要的地位,而品牌形象正是消費者對品牌的知覺,表現在消費者的品牌聯想上,如今為探測消費者對品牌
的知覺,以品牌測量技術予以衡量,將可得到一個有脈絡可循的概念地圖。本研究主要探討之問題為企業在推出新產品時,使用副品牌或新品牌,消費者對於此品牌會產生何種類型的品牌聯想。

本研究所採用的研究方法係參照John.et.al.,(2006)所發展之品牌概念地圖品牌概念地圖(brand concept map),簡稱BCM的方法進行,BCM是一種無特定結構的方法,運用消費者的聯想繪製而成的品牌聯想網路圖,統計分析主要透過聯想出現的頻率及相連結的次數,並依循品牌概念地圖(BCM)建立之基準,產生公眾的品牌概念地圖進行分析及結果描述。並結合以廠商面角度分析不同品牌間的歷史源起,在加以對照比對,最終輔以文獻來解釋企業推出副品牌或新品牌之緣由與意涵

此研究整理出,不同的品牌概念地圖,清楚勾勒消費者對於母品牌、副品牌或新品牌的想法。不僅如此,消費者對於其品牌聯想能夠相當有一致性且合乎邏輯的組織能力,其聯想背後所傳達出之意義能夠加以綜合成為品牌形象。而對於廠商策略面的角度而言,可藉此機會來了解消費者對於新品牌的認同程度以及更深入的發掘顧客端心底層面的想法以及看法,使得廠商對於未來的品牌發展方向以及品牌組合能夠更具體地架構出藍圖。以品牌聯想的廣度與深度,若輔以不同的研究方法,將有助於行銷人員在制訂品牌策略時,能正確地預測消費者行為,並使得企業能順利推行副品牌或新品牌的策略。
英文摘要 As the financial crisis in recent years, many manufacturers introduced many things cheap price of U.S. products in response to the plight of consumers reduced profits, only that even the boutique operators, also have introduced practical and offers of goods to attract consumers keep spending. Therefore, an extension of the brand downward extension is an interesting research directions. Consumers are aware of the concept of brand occupying in a very important position, and brand image is the consumer brand perception expressing consumer's brand associations. In order to detect consumer’s perception using brand measurement techniques will be available to acquire reasonable brand concept map. This study focuses on the issues of companies launch new products which is using sub brand or new brand, consumers will generate what kind of brand association.

The research method refer to the article of John.et.al., (2006) who developed the brand concept map which is abbriviated BCM. BCM is an unstructured method which is using consumer’s association map to draw brand association network diagram.Statistical analysis is mainly through association with frequencies and the number of interconnection links and follows the brand concept map (BCM) to establish the baseline. Also combine from the history of enterprise’s point of view between different brands of origin, in comparison to control and eventually that is supported by literature to explain the causes and implications that is company introducing a sub brand or new brand.

This study documented that different brand concept map, clearly outlining the consumer for the parent brand, sub brand or new brand ideas. Moreover, consumers can associate their brand quite logical consistency and organizational capabilities.
Their associations conveying these thoughts can be integrated to become the brand image. For enterprise’s strategy perspective, the consumer can take the opportunity to learn the identity of a new brand , and more depth to explore the idea of customer’s thoughts that are enabled enterprises to develop the structure of brand and brand portfolio in the future. With brand breadth and depth , and supported by the different research methods will help marketers in formulating the brand strategy that will be accurately predict consumer behavior, and it allow enterprises to implement the strategy of new brand or sub brand smoothly .
論文目次 目錄 I
表目錄 III
圖目錄 IV
第一章、序論 1
第一節 研究動機 1
第二節 研究問題 4
第二章、文獻探討 6
第一節 品牌延伸與垂直品牌延伸 6
第二節 品牌聯想 9
第三節 品牌聯想的型式 15
第四節 品牌形象 20
第五節 品牌個性 26
第六節 新產品、品牌傘品牌策略 31
第七節 品牌組合的定義與相關研究發現 32
第三章、研究設計 44
第一節 研究觀念架構 44
第二節 研究操作步驟 45
第三節 研究名詞定義 48
第四節 資料分析方法 49
第四章、研究結果與分析 53
第一節 訪談對象 53
第二節 資料處理 53
第三節 繪製公眾圖 59
第四節 檢查公眾圖繪製過程的適切性 73
第五節 研究結果 74
第五章、研究發現與討論 78
第一節 品牌聯想、形象、個性與四種品牌概念圖 78
第二節 品牌聯想與品牌向下延伸策略 82
第六章 結論與建議 100
第一節 結論 100
第二節 研究限制 102
第三節 後續研究之建議 103
參考文獻 105
附錄一 112
附錄二 114

表目錄
表2-1品牌聯想型式比較表 19
表2-2品牌形象之定義與相關觀念彙總表 22
表2-3品牌個性的構面、面向及其要素 30
表3-1兩種品牌向下延伸決策之品牌概念圖比較 44
表3-2觀念架構 45
表4-1 Prada品牌聯想測量統計表 54
表4-2 Miu Miu品牌聯想測量統計表 55
表4-3 Giorgio Armani品牌聯想測量統計表 56
表4-4 Armani Exchange品牌聯想測量統計表 57
表4-5品牌聯想公眾圖繪製規則 59
表4-6 Prada品牌聯想連結線強度及次數矩陣 61
表4-7 Miu Miu品牌聯想連結線強度及次數矩陣 64
表4-8 Giorgio Armani品牌聯想連結線強度及次數矩陣 67
表4-9 Armani Exchange 品牌聯想連結線強度及次數矩陣 70
表4-9品牌熟悉度整理 74
表4-10品牌概念圖統整 75
表4-11品牌聯想之差異 77
表5-1 Prada與Miu Miu 比較 96
表5-2 Giorgio Armani 與Armani Exchange 比較 98



圖目錄
圖1-1研究流程 5
圖2-1品牌延伸矩陣圖 6
圖2-2品牌發展策略矩陣 7
圖2-3品牌槓桿效果 8
圖2-4 Aaker的品牌權益架構 11
圖2-5 Keller的品牌知識(Brand Knowledge) 12
圖2-6品牌與品牌態度對品牌權益的衝擊 13
圖2-7 Aaker的品牌聯想型式 17
圖2-8 Keller的品牌聯想型式 (節錄自品牌知識圖) 18
圖2-9品牌形象三要素 25
圖2-10品牌形象識別 26
圖2-11 Aaker品牌組合策略架構 34
圖2-12 Mayo診所聯想網路─品牌概念圖 41
圖2-13農場保險的心理地圖範例 42
圖4-1 Prada聯想連結次數折線圖 62
圖4-2 Prada品牌概念圖 63
圖4-3 Miu Miu連想連結次數折線圖 65
圖4-4 Miu Miu品牌概念圖 66
圖4-5 Giorgio Armani聯想連結次數折線圖 68
圖4-6 Giorgio Armani品牌概念圖 69
圖4-7 Armani Exchange聯想連結次數折線圖 71
圖4-8 Armani Exchange品牌概念圖 72

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參考網站:
Prada official website (Prada 2010)。http://www.prada.com/
Prada history website (Prada 2010)。http://www.fundinguniverse.com/company-histories/Prada-Holding-BV-Company-History.html
Miu Miu official website (Miu Miu 2010)。http://www.miumiu.com/
Giorgio Armani official website (Giorgio Armani 2010)。http://www.giorgioarmani.com/default.html
Giorgio Armani history website (Giorgio Armani 2010)。http://www.fundinguniverse.com/company-histories/Giorgio-Armani-SpA-Company-History.html
Armani Exchange official website (Armani Exchange 2010)。http://www.armaniexchange.com/
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