精品品牌個性之研究：A公司之個案分析

Abstract

每個品牌都必須要有獨特的品牌個性，才能與顧客建立連結，進而提升顧客購買意願和忠誠度。研究顯示，品牌個性對於精品品牌的重要性高於一般品牌。認同精品企業品牌個性的顧客更能理解品牌的價值主張，也更願意購買該品牌的產品。本研究使用品牌個性的理論架構分析臺灣珠寶精品品牌A公司之品牌個性和經營策略，並與LVMH和Hermès等國際知名精品品牌之經營策略做比較。分析結果顯示A公司的品牌個性與LVMH和Hermès的品牌個性有高度重疊，僅在菁英程度有所差異。因此，A公司未來可考慮提供限量產品、強調產品的稀有性，透過行銷手法提升品牌形象。

All brands require unique brand personalities to create connections with their customers which can then be used to enhance willingness to purchase and customer loyalty. Previous studies have shown that brand personality are more important for luxury brands compared with other types of brands as customers who agree with the brand personality of a luxury brand are better able to understand the brand’s value propositions and more willing to purchase brand products. This study uses a brand personality framework to analyze the brand personality and business strategies of a Taiwanese luxury jewelry brand (Company A), also comparing these strategies with those of internationally renowned luxury brands such as LVMH and Hermès. The results show that Company A’s brand personality is highly similar to LVMH and Hermès, with the only discrepancy being in elitism levels. Therefore, Company A can consider providing limited edition products, emphasizing product exclusiveness, and using marketing measures to enhance brand image.