從品牌權益觀點探索品牌建立策略

Abstract

良好的品牌權益可為企業帶來無窮商機，企業必須視其品牌權益為最重要的資產。因此，對於企業主而言，是否能夠有效地檢視公司所擁有品牌之品牌權益並加以改進，對於企業短期與長期之發展皆具有極其關鍵之影響。然而，一個優質品牌的建立，除了透過品牌知名度、品牌聯想、品牌形象的塑造之外，服務品質亦是強化品牌一項利器。本論文從Haagen-Dazs 品牌實務執行的案例，提出以顧客為基礎之品牌權益觀點檢視2009 年Haagen-Dazs 品牌權益的狀況，及之後一系 列強化其在市場中的品牌知名度、品牌聯想與品牌形象之行銷溝通策略。此外，為了進一步建立品牌優勢，Haagen-Dazs 必須要再進一步提升其服務品質來建立更優質的品牌。因此，本論文進一步運用服務缺口的模式，檢視Haagen-Dazs 在直營旗艦店與專賣店服務傳遞過程中出現的缺失，並分析Haagen-Dazs 在改善各服務缺口所採用的策略與建議。整體而言，Haagen-Dazs 需要透過一致性的品牌形象溝通，控管並改善服務品質來鞏固與加強其品牌權益，以建立一個更優質的品牌。

Strong brand equity leads to business growth and extension opportunities for firms.Building a strong brand with great equity provides tremendous benefits to companies,such as greater customer loyalty, more favorable customer responses, increased marketing communication effectiveness, and larger margins. Therefore, whether business leaders can effectively audit and manage the brand equity as well as to identify opportunities for improvement will be critical for business growth. To build a strong brand equity, in addition to increase the brand awareness, strengthen the brand associations or establish the desired brand image; the improvement of service quality is instrumental to reinforce the brand equity with sustainable competitive edges. This research explored the case of Haagen-Dazs in Taiwan on all aspects of brand equity from 2009 to 2011. Marketing campaigns were examined to address the brand equity opportunities identified by the Customer Based Brand Equity (CBBE) framework of Keller (2001). Furthermore, the service gap theory was adopted to review the service improvement areas to further improve its service quality to reinforce the brand equity championship. Strategic initiatives to reduce the respective service gaps and improve the service quality were then developed and proposed for continuous service implementation. Overall, in order to reinforce the brand championship, Haagen-Dazs (Taiwan) has to keep the consistent and continuous brand image communication as well as to deliver the total brand service experience to justify the premium brand proposition.