企業永續發展策略與品牌權益之研究-以DSM公司為例

Abstract

品牌影響消費者每天的生活，是企業經營者關注的發展策略，也是台灣企業面臨全球化與微利時代的挑戰上很重要的決勝關鍵。其中，永續發展更是企業經營品牌過程中十分重要的議題。為深入探討企業永續發展與品牌權益的議題，本研究利用個案分析法，以荷蘭商帝斯曼DSM公司為例，探索個案永續發展對於品牌權益之品牌忠誠度、知名度、知覺品質與其他品牌資產的影響，並提出台灣企業落實永續發展與增進整體品牌價值的策略性規劃與建議。

Brand strategy has been a critical issue for corporations in the competitive business world. Building a strong brand not only establish differentiating benefits but also creates significant competitive advantages for firms. Particularly, sustainability development has drawn substantial attention for corporate branding in recent years. To explore how sustainability development influences corporate branding, this research aims to analyze the case of Royal DSM, examining its sustainability development strategy and its influence on brand equity. Adopting the case study methodology, this research investigates the insights of sustainability development, as well as its effects on brand awareness, perceived quality, brand association, and brand loyalty. Implications, limitations, and future research directions are then discussed.