本課程主要目的在提供有志從事產品企劃與行銷工作的同學一個了解品牌與進行品牌管理的課程。內容涵蓋品牌定義與品牌行銷的範疇，從經濟學的角度探討品牌的重要性，如何影響顧客(消費者)的選擇；品牌具有資產的概念，公司投資品牌可以累幫助其未來銷售，並作為新廠商加入的障礙。在品牌策略方面，將介紹建構品牌的金字塔架構以及如何選擇品牌元素¬¬、設計行銷方案建構品牌權益。除上課的講授外，此課程將大幅採用課堂討論與課後個案作業的方式，以增加學生對實務分析能力。The main purpose of this course is to provide students who are interested in product planning and marketing to learn a course to understand brand and carry out brand management. The content covers the scope of brand definition and brand marketing, explores the importance of brands from the perspective of economics and how to influence the choice of customers (consumers); brands have the concept of assets, and companies invest in brands can help them in future sales and act as a barrier for new manufacturers to join. In terms of brand strategy, the pyramid structure of the brand will be introduced, how to choose brand elements, design marketing plans and build brand rights. In addition to lectures in the class, this course will significantly adopt the method of class discussion and post-class case study to increase students' ability to analyze their practices.
由於台灣經濟近年來低的經濟成長與低薪資水準，許多人認為這和台灣製造業低毛利率OEM的商業模式有關。微笑曲線的提出，更讓許多人以為發展自己的品牌就可以賺取高額的利潤，一方面這是一種對品牌的誤解，另一方面責怪專業代工廠商，抹滅過去和現在這些公司對台灣經濟的貢獻，也是不公平的。本課程將定義品牌是什麼和品牌行銷的範圍，解釋為什麼品牌可以幫助消費者做出選擇，以及為什麼品牌可以是公司重要的無形資產，投資品牌可以幫助其未來銷售，並可以作為阻止新廠商加入的障礙。除此之外，課程將以客戶為本的品牌概念為核心，介紹建構強勢品牌的步驟，如何選擇建構品牌的元素，以及品牌行銷的策略。本課程除了課程講授外，將輔以個人及分組作業、報告以及個案的討論，來加強對實務的了解與學習的深度。
Due to the low economic growth of Taiwan's economy in recent years and the low-wage salary level, many people believe this is related to the business model of low-gross profit margin OEMs in Taiwan's manufacturing industry. The introduction of the smile curve has made many people think that developing their own brand can make high profits. On the one hand, this is a misunderstanding of the brand. On the other hand, it is unfair to blame professional OEM manufacturers for smearing the contributions of these companies to Taiwan’s economy in the past and now. This course will define what brands are and the scope of brand marketing, explain why brands can help consumers make choices, and why brands can be an important intangible asset for the company, and investing in brands can help them sell in the future and serve as a barrier to prevent new manufacturers from joining. In addition, the course will focus on the customer-oriented brand concept, introducing the steps to build a strong brand, how to choose the elements of building a brand, and the strategies for brand marketing. In addition to the course teaching, this course will use personal and sub-item discussions, reports and case discussions to enhance the depth of understanding and learning of practice.
1.Keller, Kevin Lane, (2013), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, (fourth edition) Upper Saddle River, NJ: Pearson
2.徐世同編譯，2014，策略品牌管理(Keller/ Strategic Brand Management 4/e)，台北：華泰文化
3.Kotler, P & W. Pfoertsch, 2006, B2B Brand Management, Berlin: Springer.
4.Schultz, D.E., & H.F. Schultz, 2004, Brand Babble: Sense and Nonsense about Brand, Ohio: South-w
Western
5.施振榮，2000，品牌管理，大塊文化
6.施振榮，2004，宏碁的世紀變革：淡出製造、成就品牌，天下文化。
1.Keller, Kevin Lane, (2013), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, (fourth edition) Upper Saddle River, NJ: Pearson
2. Edited by Xu Shitong, 2014, Strategic Brand Management (Keller/Strategic Brand Management 4/e), Taipei: Huatai Culture
3.Kotler, P & W. Pfoertsch, 2006, B2B Brand Management, Berlin: Springer.
4.Schultz, D.E., & H.F. Schultz, 2004, Brand Babble: Sense and Nonsense about Brand, Ohio: South-w
Western
5. Shi Zhenrong, 2000, brand management, big culture
6. Shi Zhenrong, 2004, Acer's Century Changes: Fading out of manufacturing, achieving brand, and world culture.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 Midterm exam |
25 | |
| 期末考期末考 Final exam |
25 | |
| 上課出席與參與討論上課出席與參與討論 Attendance and Participation in the previous class |
20 | |
| 作業與報告作業與報告 Operations and Reports |
30 |
