內部品牌化：臺灣國際品牌廠商之研究

Internal Branding: A Study of Taiwanese International Branding Firms

10.6295/TAMJ.2009.0901.04

黃延聰(Yen-Tsung Huang)；黃淑琴(Shu-Chin Huang)

品牌建構 ； 內部品牌化 ； 品牌導向 ； 品牌文化 ； brand building ； internal branding ； brand orientation ； brand culture

台灣管理學刊

9卷1期（2009 / 02 / 01）

65 - 96

繁體中文

本傳統上品牌建構強調對外部顧客建立對品牌的知識，也就是外部品牌化。但近年來許多學者認為要進行外部品牌化應該先進行內部品牌化(internal branding)，也就是讓企業內部的員工認知、接受及認同企業的品牌精神與價值，並將品牌精神與價值融入日常工作當中。由於許多臺灣廠商開始希望在國際市場建構自有品牌，亟需藉由內部品牌化建立品牌文化，形成新的營運模式，同時過去有關內部品牌化的研究有限，因此本研究將探討臺灣品牌廠商對於內部品牌化之認知與執行情況。本研究採用個案研究方法，針對五家臺灣國際品牌廠商－明基、華碩、巨大、雷虎、友訊五家公司對於內部品牌化的認知、動機、實施做法、及可能的影響進行深入的探討，描繪這五家個案企業對於內部品牌建構之認知程度與執行情況，最後並提出研究的結論與意涵。

Traditionally, the literatures of brand management focused on external branding, but recently, some scholars emphasized the importance of internal branding, and indicated internal branding is a very important process in brand building. This research explored the understanding, motivations, implementation, and effect of internal branding of Taiwan OBM firms. Due to the past literatures in internal branding still quite limited, therefore, this research adopted case research approach and deeply studied five Taiwanese international branding firms (BenQ, ASUS, GIANT, Thunder Tiger, D-Link) to describe the cognition, motivation, practices, and result of internal branding activities. Several research conclusions are proposed in this study, and the theoretical and managerial implications are discussed in the conclusion.

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