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| Title: | 企業成長策略與品牌組合策略之關聯性研究
The Relationship between Corporate Growth Strategy and Brand Portfolio Strategy. |
| Authors: | 曾文玲
Tseng,Wen Ling |
| Contributors: | 張愛華
白崇亮
Chang, Ai-Hwa
Pai, Chung-Lian
曾文玲
Tseng,Wen Ling |
| Keywords: | 品牌組合
企業成長策略
品牌權益
Brand Portfolio
Corporate Growth Strategy
Brand Equity |
| Date: | 2005 |
| Issue Date: | 2009-09-18 13:40:05 (UTC+8) |
| Abstract: | 由實務現象可觀察到有愈來愈多的企業採取在同一個產品類別裡，推出多個品牌的模式，亦即以品牌組合的策略來和競爭對手抗衡。而進一步分析這些擁有多個品牌的企業歷史可發現有三項因素會影響到其品牌組合的內涵，即其所採行的企業成長策略、所累積的企業品牌之品牌權益，以及品牌組合所欲追求的目標。
本研究以三種企業成長策略：密集式、整合式、多角化，與五項目標追求：綜效、槓桿運用品牌資產、維持和消費者的相關性、打造強勢品牌、創造產品的明確性，分別檢視六家多品牌企業的品牌組合內涵。
研究方法採用個案研究法，選定六家個案企業：黑松、味全、王品、花王、郭元益、豐田等進行深入訪談並蒐集各類型的次級資料，整理出各個品牌的市場表現及形成背景，還有目前各企業品牌的品牌權益表現，以及從創立到現在採行過的成長策略、策略選擇的背景、所要追求的目標，以及達成的效果；此外更進一步了解個案企業如何將有限資源分配到各品牌以及各品牌如何發揮其角色與功能。
研究發現：(1)成長策略會直接影響品牌組合策略之內涵;(2)「成長策略影響品牌組合策略」之關係會受到企業品牌之品牌權益調節；(3)品牌組合目標之設定有優先順序之別；(4)企業的成長策略會直接影響品牌組合目標之達成；(5)品牌組合目標會直接影響品牌組合策略之內涵；(6)品牌組合目標之追求會直接影響企業成長策略之選擇；(7)企業品牌擔任背書品牌的前提為企業品牌擁有高品牌知名度與極佳的知覺品質認知；(8)形成「共同推動之副品牌」的前提為此副品牌擁有高品牌知名度與極佳的知覺品質認知；(9)主品牌、副品牌、品牌差異者、策略性品牌、增色品牌、品牌活化者愈多時，愈能提升企業品牌之品牌知名度；(10)一企業採行密集式之成長策略有先後關係。
From practice can observe there is more and more companies take multi-brand strategy in a single product category. In other words, they compete with others by brand portfolio strategy. Further analyze these companies can find there are three factors will influence the content of their brand portfolio strategy: corporate growth strategy, brand equity of corporate brand, and the brand portfolio objectives.
This study is trying to examine the content of brand portfolio strategy of six multi-brand companies with three kind’s corporate growth strategy: intensive, integrative, and diversification. And with five types of brand portfolio objectives: synergy, leverage, relevance, strong brand and clarity.
This investigation is based on a case study research. The cases include Hey-Song, Wei-Chuan, Wang-Steak, Kao, Kuo-Yuan-Ye, and Toyota. By depth interview and gathering multi-kinds of secondary data, the study gets each company’s contents of brand portfolio, such as current performance, background, brand equity, corporate growth strategy, and brand portfolio objectives. Besides, this study also finds out each case how to allocate the limited resource and how to define each brand’s role and function.
The result reveals: (1) growth strategy will directly influence the content of brand portfolio strategy; (2) the relationship between growth strategy and brand portfolio will be adjusted by equity of corporate brand; (3) the brand portfolio objectives have priority; (4) growth strategy will directly influence the effectiveness of brand portfolio objectives; (5) brand portfolio objectives will directly influence the content of brand portfolio strategy; (6) brand portfolio objectives will directly influence the choosing of growth strategy; (7)the premise of corporate brand as endorser brand is that the corporate brand owns high brand awareness and excellent quality perception; (8)the premise of being co-brands is this sub-brand owned high brand awareness and excellent quality perception; (9)the more master brand, sub-brand, brand differentiation, strategic brand, silver brand or brand energizer, the higher brand awareness of corporate brand will be; (10) there is priority when a company taking intensive corporate growth strategy. |
| Reference: | 中文文獻
1. 別蓮蒂(2003)，「企業品牌傘策略之企業名稱背書效果」，管理學報，第二十卷，頁1175-1199。
2. 高登第譯(2003)，David A. Aaker & Erich Joachimsthaler合著，品牌領導，台北：天下文化，頁120-203。
3. 方世榮譯(2003)，Philip Kotler著，行銷管理學，台北：東華書局，第11版。
4. 彭建彰、呂旺坤(2005)，品牌行銷與管理，台北：華泰文化，頁32-68。
5. 沈雲聰、湯宗勳譯(2000)，David A. Aaker著，品牌行銷法則─如何打造強勢品牌，台北：商周，頁3-35、頁97-125。
6. 鄭秀倫(2001)，品牌傘的企業背書效果，國立政治大學企業管理系未出版碩士論文。
7. 張銘純(2002)，品牌策略、組織系絡性變數、組織設計策略與品牌權益關係研究之研究，中原大學企業管理學系未出版碩士論文。
8. 蔡姍樺(2002)，品牌聯想類型與結盟夥伴的品牌形象對消費者態度及購後不滿意之影響分析-以資訊零組件廠商為例，國立政治大學國際貿易研究所未出版碩士論文。
9. 陳瑞隆 (2003)，品牌人格、組織文化一致性與品牌權益之相關性，輔仁大學管理學研究所未出版碩士論文。
10. 任宇新(2003)，新產品品牌決策對績效之權變影響，國立成功大學企業管理研究所未出版碩士論文。
11. 盧葦蓁(2003)，透過品牌要素、廣告代言人形成品牌態度之研究-以少淑女流行服飾業為例，銘傳大學管理科學研究所未出版碩士論文。
英文文獻
1. Pierce, Andrew and Hanna Moukanas (2002), “Portfolio Power:Harnessing a Group of Brands to Drive Profitable Growth,” Strategy & Leadership, Vol. 30, Iss. 5, pp.15-21.
2. Barwise, Patrick and Thomas Robertson (1992), “Brand Portfolios,” European Management Journal, Vol. 10, Iss. 3, pp. 277-285.
3. Canals, Jordi (2001), “How to Think about Corporate Growth?” European Management Journal, Vol. 19, No.6, pp. 587-598.
4. Chung, K. Kim and Anne M. Lavack(1996), “Vertical Brand Extension: Current Research and Managerial Implications,” The Journal of Product and Brand Management, Vol. 5, Iss 6, pp.24-37.
5. Chung, K. Kim and Anne M. Lavack and Margo Smith (2001), “Consumer Evaluation of Vertical Brand Extensions and Core Brands,” Journal of Business Research, 52, pp. 211-222.
6. Hankinson, Craham and Philippa Cowking (1996), “The Reality of Global Brands: Cases and Strategies for the Successful Management of International Brands,” McGraw-Hill: London, pp. 126-156.
7. Aaker, A. David (2004), “Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, Clarity,” New York: Free Press, pp.3-318.
8. DelVecchio, Devon (2000), “Moving beyond Fit: the Role of Brand Portfolio Characteristics in Consumer Evaluations of Brand Reliability,” The Journal of Product and Brand Management, Vol. 9, Iss.7, pp. 457-468.
9. Keller, Lane Kevin (2003), “Strategic Brand Management, Building, Measuring, and Managing Brand Equity,” Prentice Hall, pp.360-370 and pp.663-671.
10. Laforet, Sylvie and John Saunders (1994), “Managing Brand Portfolios: How the Leaders Do It,” Journal of Advertising Research, Vol. 34, Iss. 5, pp.64-76.
11. Laforet, Sylvie and John Saunders (1994), “Managing Brand Portfolios: Why Leaders Do What They Do,” Journal of Advertising Research, Vol. 39, Iss. 1, pp.51-66.
12. Petromilli, Michael and Dan Morrison and Michael Million (2002), “Brand Architecture: Building Brand Portfolio Value,” Strategy & Leadership, Vol. 30, Iss. 5, pp. 22-28.
13. Petromilli, Michael and Dan Morrison (2002), “Creating Brand Harmony,” Marketing Management, Chicago: Vol. 11, Iss. 4, pp. 16-20.
14. Dacin, A. Peter and Daniel C. Smith (1994), “The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions,” Journal of Marketing Research, Vol. 31, Iss. 2, pp.229-242.
15. Hill, Sam and Richard Ettenson and Dane Tyson (2005), “Achieving the Ideal Brand Portfolio,” MIT Sloan Management Review, Vol. 46, No.2, pp. 85-90.
16. Hill, Sam and Chris Lederer (2001),“The Infinite Asset: Managing Brands to Build New Value,”Boston Harvard Business School Press, pp. 3-78 and pp. 95-110.
17. Douglas, P. Susan and Samuel C. Craig, and Edwin J. Nijssen (2001), “Integrating Branding Strategy across Markets: Building International Brand Architecture,” Journal of International Marketing, Vol. 9, No. 2, pp. 97-114.
18. Rao, R. Vithala and Manoj K. Agarwal and Denise Dahlhoff (2004), “How is Manifest Branding Strategy Related to the Intangible Value of Corporation?” Journal of Marketing, Vol. 68, No. 4, pp.126-141.
19. Kotler, Philip (2000), “Marketing Management: Millennium Edition,” Prentice Hall, pp.74-75 and pp. 404-410. |
| Description: | 碩士
國立政治大學
企業管理研究所
92355023
94 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0923550231 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
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