目標：藉由教科書的架構及理論，結合個案研習及討論，協助同學瞭解品牌管理之精要及策略思考邏輯，進而培養解決品牌管理相關議題的能力。
※主要內容：
1. 品牌管理: 定義, 重要性，發展(挑戰與機遇); 品牌權益概念; 品牌管理步驟.
2. 以顧客為核心的品牌權益: 品牌知識, 品牌感知與品牌形象, 打造強勢品牌, 創造顧客價值.
3. 品牌定位: 確認並建立品牌定位, 定位方針, 品牌承諾, 品牌稽核, 品牌內部行銷
4. 品牌共鳴與品牌價值鏈：品牌共鳴的定義，建立品牌共鳴的步驟，品牌價值鏈的結構
5. 選擇品牌元素（以創造品牌權益）: 選擇準則, 選項與戰術考慮要點, 整合所有品牌元素
6. 行銷方案設計(以創造品牌權益): 行銷新觀點, 產品策略, 定價策略, 通路策略
7. 發展整合性行銷溝通計劃: 新媒體環境, 行銷溝通手段選項, 如何發展
8. 如何借力於品牌次級聯想: 借力的概念, 聯合品牌行銷, 品牌授權, 名人代言, 運動,文化,及事件行銷, 第三方諮詢來源
9. 發展品牌資產衡量與管理體系: 品牌的新責任, 品牌稽核，品牌追蹤研究, 品牌權益管理體系的建立; Big Data與AI的運用概念
11. 設計與執行品牌建構策略: 品牌架構, 品牌階層, 品牌建構策略的設計, 善用公益行銷.
12. 新產品引進與品牌延伸: 新產品與品牌延伸, 品牌延伸的優缺點, 瞭解消費者如何評估品牌延伸, 評估品牌延伸的機會.
13. 與時俱進的品牌管理：品牌強化策略，品牌活化策略，調整品牌組合
14. 品牌管理跨越區域與市場區隔: 區域化的市場區隔, 其他人口統計及文化的市場區隔, 進軍國際市場的基本理由, 全球性行銷戰略的優缺點, 建構全球顧客為中心的品牌資產
Objective: Through the structure and theory of the textbook, combined with case studies and discussions, to help students understand the essence of brand management and the logic of strategic thinking, and then develop the ability to solve issues related to brand management.
※Main content:
1. Brand management: definition, importance, development (challenges and opportunities); brand equity concept; brand management steps.
2. Customer-centered brand equity: brand knowledge, brand perception and brand image, building a strong brand and creating customer value.
3. Brand positioning: Confirm and establish brand positioning, positioning policy, brand promise, brand audit, internal brand marketing
4. Brand resonance and brand value chain: the definition of brand resonance, steps to establish brand resonance, and the structure of the brand value chain
5. Select brand elements (to create brand equity): Selection criteria, options and tactical considerations, integrating all brand elements
6. Marketing plan design (to create brand equity): new marketing perspectives, product strategy, pricing strategy, channel strategy
7. Develop an integrated marketing communication plan: new media environment, marketing communication options, how to develop
8. How to leverage brand secondary associations: The concept of leverage, co-branding marketing, brand licensing, celebrity endorsement, sports, culture, and event marketing, third-party consulting sources
9. Develop brand equity measurement and management system: new responsibilities of the brand, brand audit, brand tracking research, establishment of brand equity management system; application concepts of Big Data and AI
11. Design and implement brand building strategies: brand architecture, brand hierarchy, design of brand building strategies, and make good use of charity marketing.
12. New product introductions and brand extensions: New products and brand extensions, advantages and disadvantages of brand extensions, understanding how consumers evaluate brand extensions, and evaluating brand extension opportunities.
13. Brand management that keeps pace with the times: brand strengthening strategy, brand activation strategy, and adjustment of brand portfolio
14. Brand management spans regions and market segments: regional market segments, other demographic and cultural market segments, basic reasons for entering international markets, advantages and disadvantages of global marketing strategies, and building a global customer-centric brand assets
透過課程的學習與討論了解品牌管理的目的，理論架構，與主要管理機制，在未來職業生涯中知道如何看待品牌（角色，重要性，及要領）。
Through course study and discussion, you will understand the purpose, theoretical framework, and main management mechanisms of brand management, and know how to view brands (roles, importance, and essentials) in your future career.
1. Strategic Brand Management 4e, 2013, Kevin Lane Keller, Pearson Education Inc.
2. Aaker on Branding, 20 Principles that Drive Success, David Aaker, Morgan James Publishing
3. Creating Signature Stories, Strategic Messaging that Persuades, Energies, and Inspires, 2018, David
AAker, Morgan James Publishing
3. 策略品牌管理（四版）, 2014年, Kevin Lane Keller原著, 徐世同編譯，華泰書局。
4. 品牌行銷與管理（二版），2014年，丁瑞華著，普林斯頓國際有限公司。
5. 品牌行銷Building The Brand -Driven Business，2004年，Scott M. Davis, Michael Dunn原著， 陳
琇里譯，中衛發展中心發行。
1. Strategic Brand Management 4e, 2013, Kevin Lane Keller, Pearson Education Inc.
2. Aaker on Branding, 20 Principles that Drive Success, David Aaker, Morgan James Publishing
3. Creating Signature Stories, Strategic Messaging that Persuades, Energies, and Inspires, 2018, David
AAker, Morgan James Publishing
3. Strategic Brand Management (Fourth Edition), 2014, original work by Kevin Lane Keller, compiled by Xu Shitong, Huatai Book Company.
4. Brand Marketing and Management (Second Edition), 2014, written by Ding Ruihua, Princeton International Co., Ltd.
5. Brand Marketing Building The Brand-Driven Business, 2004, original work by Scott M. Davis, Michael Dunn, Chen
Translated by Xiuli and published by Zhongwei Development Center.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平時作業與課堂參與平時作業與課堂參與 Daily homework and class participation |
25 | 平時作業20%; 沒請假的缺課一次扣學期成績1 分 |
| Mid-term Exam Mid-term Exam mid-term exam |
20 | |
| Teamwork Presentation Teamwork Presentation teamwork presentation |
25 | 品牌團隊作業書面報告20%+現場Presentation 及問答5% |
| Final Exam Final Exam final exam |
30 |
