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
Goal: Through the structure and theory of the textbook, we combine case research and discussion to help students understand the essence of brand management and strategic thinking logic, and then cultivate the ability to solve brand management-related issues.
※Main content:
1. Brand management: definition, importance, development (challenge and opportunity); brand rights concept; brand management step.
2. Brand rights with customer as the core: brand knowledge, brand perception and brand image, create strong brands and create customer value.
3. Brand positioning: confirm and establish brand positioning, positioning square, brand commitment, brand audit, brand internal marketing
4. Brand co-bearing and brand value chain: the definition of brand co-bearing, the step of establishing brand co-bearing, the structure of brand value chain
5. Select brand elements (to create brand rights): Select criteria, key points for selection and combat practice, and integrate all brand elements
6. Marketing plan design (to create brand rights): marketing new points, product strategies, pricing strategies, channel strategies
7. Development of integrated marketing communication plan: new media environment, marketing communication methods options, how to develop
8. How to leverage the brand’s secondary ideas: the concept of leverage, joint brand marketing, brand authorization, celebrity endorsement, sports, culture, and event marketing, third-party consultation sources
9. Develop brand asset measurement and management system: brand new responsibility, brand audit, brand tracking research, establishment of brand rights management system; Big Data and AI usage concept
11. Design and implement brand building strategies: brand structure, brand level, brand building strategy design, and make good use of public welfare marketing.
12. New product introduction and brand extension: New product extension and brand extension, advantages and disadvantages of brand extension, understand how consumers evaluate brand extension and the opportunity for brand extension.
13. Brand management that keeps pace with the times: brand strengthening strategy, brand activation strategy, and adjusting brand combinations
14. Brand management crosses the region and market separation: regionalized market separation, other population statistics and culture market separation, basic reasons for entering the international market, advantages and disadvantages of global marketing strategies, and building a brand centered on global customers. 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 learning and discussion, you can understand the purpose, theoretical structure, and main management mechanisms of brand management, and know how to view brands (role, importance, and goals) 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, edited by Xu Shitong, Huatai Bookstore.
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 by Scott M. Davis, Michael Dunn, Chen
Xiulilu, released by the China 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 Regular work 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 |
