品牌识别与品牌形象关系之探讨以okuma为例.docVIP

[ 摘要 ] 品牌識別傳達品牌所代表的意義，並告訴消費者品牌的承諾以及希望消費者對品牌產生的聯想為何。透過消費者、競爭者以及品牌自我形象分析之後所提出的品牌識別概念，藉由品牌識別的提出獲得消費者同樣品牌形象的認同。在提出品牌識別前的品牌定位確立是非常重要的環節，唯有定位清楚才能和消費者產生情感面的連結並和競爭者產生區別。 本研究以深度訪談的方式進行，透過個案品牌Okuma內部和外部相關專家的訪談資料，作為了解品牌識別實際操作的執行過程。現今許多品牌識別文獻的研究大多從行銷層面或者視覺層面 標誌、標準字、產品識別 來進行，本研究藉由個案品牌Okuma的研究過程裡，了解從行銷和符號兩個層面來探討品牌識別和品牌形象的相互關係，研究結果如下： 1 品牌核心價值是發展品牌識別時的重要決策因素。 2 品質認知較高傾向的產業，在品牌識別的發展上要先取得消費者對品質的認可。 3 品牌識別的符號要素具有塑造以及探測品牌形象的意義，藉此連結其他有形以及無形的識別要素。 [ 英文摘要 ] Brand identity is to convey the meaning of the brand representation; tell consumers the brands commitment and hope to stimulate the associations with the brand. The concepts of brand recognition are brought out by consumers, competitors and brand self-image analysis; then, it is merged by customers same brand recognition. Brand identity in the pre-established brand positioning is very critical stage; only a clear positioning and consumers can have emotional side of the link and have the distinction and competitors.? In this research, OKUMA Fishing Tackle, through the depth interviews manner of the internal and external information related to expert interviews, as a brand identity to understand the actual operations of the implementation process. Nowadays, many researches and literatures of brand identity are mostly from the marketing level, or visual level symbols, characters, product identification to carry out; in this case study of OKUMA brand, we understand the process from marketing and symbols to explore two aspects of brand identity and brand image of the relationship between the research results are as follows: 1 The core values of the brand are the important decision-making factors during the stage of the brand identity. 2 In the quality-recognition oriented industries, they tend to obtain consumers’ recognition on products’ quality during the development of brand identity. 3 Elements of brand identity with symbol, as well as to detect the significance of brand image to link to other tangible and intangible elem