1.瞭解何謂品牌及品牌權益
2.瞭解如何建構品牌及品牌權益
3.瞭解如何規劃品牌策略
4.瞭解如何管理品牌，擴大品牌權益及創造顧客價值1. Understand what brands and brand rights are
2. Understand how to build brands and brand rights
3. Understand how to plan your brand strategy
4. Understand how to manage brands, expand brand rights and create customer value
本課程主要目的在介紹品牌管理之基本觀念、理論、演變、技術及最近實務之發展。主要內容包括：品牌定位、品牌價值、品牌權益、品牌績效、品牌延伸及品牌組合管理等。
The main purpose of this course is to introduce the basic concepts, theory, evolution, technology and recent developments in brand management. The main contents include: brand positioning, brand value, brand rights, brand performance, brand extension and brand combination management, etc.
● 指定教科書
Keller, K. L. 2013. Strategic Brand Management. 4th Edition. NJ: Pearson Education.（華泰代理）
（中文譯本：徐世同譯，策略品牌管理(Keller/ Strategic Brand Management 4/e)，華泰出版）
● 其他參考資料（papers or cases）
哈佛商業評論中關於品牌的精選文章及品牌管理個案（課堂上再提供）
● Designated textbooks
Keller, K. L. 2013. Strategic Brand Management. 4th Edition. NJ: Pearson Education. (Huati Agent)
(Chinese translation: Xu Shitong, Strategic Brand Management 4/e), published by Huatai)
● Other reference materials (papers or cases)
Selected articles about brands and brand management cases in Harvard Business Review (provided in class)
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 品牌個案研討或管理實務的觀察報告（平時）品牌個案研討或管理實務的觀察報告（平時） Brand case study or management practice observation report (usually) |
20 | |
| 品牌管理論文的報告品牌管理論文的報告 Report on brand management articles |
20 | |
| 品牌策略的規劃報告（期末）品牌策略的規劃報告（期末） Planning Report on Brand Strategy (End of Period) |
40 | |
| 課堂討論的參與程度課堂討論的參與程度 Level of participation in class discussions |
20 |
