品牌建立和商標應用 — 餐飲與食品業的研究

Abstract

臺灣餐飲業突破兆元大關，政府也積極推動臺灣品牌國際行銷以發展觀光民生，但如何透過品牌管理與商標申請，讓臺灣餐飲與食品業更上層樓的文獻卻略顯不足。因此本研究以Cama Café為研究標的，探討食品業與餐飲業在品牌建立和商標應用的實踐。 本研究採質性研究，訪問CAME Café董事長。研究結果發現：食品與餐飲業會因為建立消費者信賴、追求產品定位、轉型需求而制定品牌策略與申請商標。基於此研究結果，建議臺灣食品與餐飲業者在成立初期即應致力於企業品牌建立及活用商標做行銷，有助於企業成長過程與消費者培養信任及保持良好互動，進而找到清晰定位從市場中脫穎而出，滿足品牌經營彈性及市場改變時的轉型需求。

Taiwan’s catering industry has broken through the trillion-yuan mark, and the government has also actively promoted the international marketing of Taiwanese brands to develop tourism and people's livelihood, but the existing literature on how to bring Taiwan's catering and food industry to a higher level through brand management and trademark application is slightly insufficient. Therefore, this study takes Cama Café as the research object to explore the practice of brand building and trademark application in the food and catering industry. This study is qualitative and interviewed by the chairman of Cama Café. The results show that the food and catering industry will formulate brand strategies and apply for trademarks in order to build consumer trust, pursue product positioning, and transform needs. Based on the results of this study, it is suggested that Taiwanese food and catering companies should devote themselves to corporate brand building and use trademarks for marketing in the early stage of establishment, which help them cultivate trust and maintain good interaction with consumers during the growth process, and then find a clear positioning to stand out from the market and meet the transformation needs of brand management flexibility and market changes.