品牌再造對品牌權益影響之研究

A Study on the Influence of Rebranding to Brand Equity

10.29916/JMPP.200809.0007

王淑治(Shu-Chih Wang)；林菁真(Ching-Chen Lin)；甘唐沖(Tang-Chung Kan)；謝曉薇(Hsieh-Hsiao Wei)

品牌 ； 品牌再造 ； 品牌權益 ； brand ； brand equity ； rebranding

管理實務與理論研究

2卷3期（2008 / 09 / 01）

97 - 116

繁體中文

品牌再造的目的是將已失去的品牌權益重新捕獲或建立與辨識新的品牌權益，且根據Aaker(1996) and Zeithaml(1988)的研究卻發現，新產品的推出平均需要投資$7500萬到$1億元不等，但其獲利能力卻不如挽救一個舊品牌來的高，因此近年來各行各業皆加入了品牌再造的行列，這不但爲企業帶來嶄新的品牌概念，也徹底顛覆市場原有的競賽規則。本研究依據Stuart and Muzellec(2004)對品牌再造的五大分類進一步去驗證，不同類型的品牌再造對品牌權益的影響。本研究透過情境實驗法的方式，針對休閒食品的主要消費人口進行配額抽樣，研究結果發現無論是哪種類型的品牌再造皆對品牌權益有正面提升之效果，但再進一步檢視，顯示出並非每個品牌權益構面（品牌忠誠度、品牌知名度、品牌聯想、知覺品質）的改變，會因不同類型的品牌再造而異。依品牌權益各構面分別觀察而言，研究顯示出不同類型的品牌再造，在品牌忠誠度和知覺品質上沒有顯著差異存在，但在品牌知名度和品牌聯想上有顯著差異存在。令人滿意的品牌總是不斷地去發展和維持，而長期的經營包含了品牌再造Stuart and Muzellec(2004)，因此休閒食品業欲永續經營和提升品牌權益，就得重視品牌的管理。

The purpose of rebranding is to remedy the losing brand equity or to build and recognize the new brand equity. Recently all kinds of enterprises enter rebranding campaign, is not only bring the brand-new concept of brand but also completely alter the original rules of a competition. This study classify rebranding campaign into five parts depends on the theory developed by Stuart and Muzellec (2004) and verify the further research into the influence of different types of rebranding to brand equity. We through the experimentation as our analysis tool, and focus on the major customers of munchies as the samples. This study has a conclusion that all kinds of rebranding campaign have a positive effect but the change of brand equity (brand loyalty, brand awareness, brand associations, perceived quality) are not the same in per rebranding campaign. The study observes every construct of brand equity and end in two results. Significant difference exists in brand awareness and brand associations but brand loyalty and perceived quality don't have significant difference in every construct of brand equity. The satisfied brands always constantly develop and maintain their brand and the long-term management includes rebranding campaign Stuart and Muzellec (2004). In other words, if the munchies of enterprises want the sustainable operation and raise the value of brand equity have to place importance on brand management.

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