羅凱老師的設計學習誌

2007基礎造形與視覺設計國際學術研討會論文集，建國科技大學，p.229-236

羅凱* 林品章**
國立台灣科技大學設計研究所 研究生*
國立台灣科技大學設計研究所 教授**

摘要
全球化時代，台灣產業面臨激烈的市場競爭，OBM（Own Branding & Manufacturing）將是台灣企業未來發展的重要關鍵，而如何有效地建立「品牌價值」，成為企業間共同關心的課題。本研究動機奠基於此，就「品牌價值」與「品牌識別」之關係進行探討，彙整並釐清「品牌」的的意義，瞭解「品牌價值」的衡量方式，藉之提供後續研究的依據，歸納重要觀點，分述如下：(1)「品牌」真正的價值端視顧客與消費者而定；(2)「品牌識別」由消費者心中認知的觀感形成；(3)「品牌識別」與「品牌價值」是一體兩面的關係，品牌識別誘發的消費行為，感受的美好經驗強化「品牌價值」；(4)「品牌識別」是「品牌價值」建立的開始，其中品牌名稱與品牌標誌是支撐「品牌識別」的重要元素。
關鍵字：品牌、價值、認知、識別設計



A Study of the Relationship between Brand Value and Brand Identity

Kai Lo     Pin-Chang Lin
Graduate School of Design, National Taiwan University of Science and Technology

Abstract
In the era of globalization, industries in Taiwan encounter fierce market competition, OBM (Own Branding & Manufacturing) will be crucial to development of industries in Taiwan, hence how to effectively establish "brand value", becomes an increasingly important topic among industries. This is precisely the motivation of this research, to delve into the relationship between "brand value" and "brand identity", at the same time to integrate and clarify the meaning of "brand", to understand how to judge "brand value", and to define key perspectives, for future research reference, as follows:(1)The real value of "brand" varies with differing clients and consumers. (2) "Brand identity" is formed from consumers' awareness.(3) "Brand identity" and "brand value" correlate with one another, consumption behavior is induced by brand identity, good experience resulted will strengthen brand value. (4)"Brand identity" is initial to building of "brand value" , in particular brand name as well as logo, are all critical elements in supporting "brand recognition".
Keywords: brand, value, cognition, identity design