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 brand and brand equity are
2. Understand how to build a brand and brand equity
3. Understand how to plan a brand strategy
4. Understand how to manage brands, expand brand equity 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, theories, evolution, technology and recent practical developments of brand management. The main contents include: brand positioning, brand value, brand equity, brand performance, brand extension and brand portfolio 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. (Huatai Agency)
(Chinese translation: Translated by Xu Shitong, Strategic Brand Management (Keller/ Strategic Brand Management 4/e), Huatai Publishing)
● Other reference materials (papers or cases)
Selected articles on branding and brand management cases from Harvard Business Review (to be 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 studies or observation reports on management practices (usual) |
20 | |
| 品牌管理論文的報告品牌管理論文的報告 Brand Management Paper Report |
20 | |
| 品牌策略的規劃報告（期末）品牌策略的規劃報告（期末） Brand strategy planning report (end of period) |
40 | |
| 課堂討論的參與程度課堂討論的參與程度 Participation in class discussions |
20 |
