中華電信品牌重新設計與品牌管理之探討

Abstract

以台灣民營化之後的中華電信為個案，從品牌再造建立品牌識別系統，其次，是品牌位階與品牌建構，再以品牌導入營業空間，建立系統化的品牌管理，選擇適切的品牌經營競爭策略。本研究是探討企業因品牌老化而需品牌再造，因品牌泛化而重新檢視品牌層級，因品牌發展至盤根錯節而進行品牌整合，因品牌延伸所需要品牌建構流程，並以系統化將品牌導入營業空間。 從系統化管理，創造市場的行銷管理，創造利潤的競爭策略，乃至創造價值的品牌管理之重要性。以人為導向的設計思考，發揮創意家的精神，收斂與發散的思維，跨領域的團隊運作，選擇適切的品牌競爭策略。聰明的品牌是反應市場，但智慧的品牌是創造市場；品牌再造不只是從視覺傳達設計的表象，更是以人為中心的市場角度檢視其競爭優勢。 探討國營事業在民營化之後，除了進行組織變革，更要積極尋找市場新定位、新形象，塑造品牌新價值；而企業塑造品牌價值，目的是為創造客戶價值以提升客戶的滿意度及黏著度，持續為企業帶來合理獲利的空間，以滿足投資者的期待，進而，提升員工薪酬與福利，是為整體企業價值。

Gone are the days when the telecommunications sectors in most countries were governed as state monopolies. This trend toward telecommunications liberalization has become increasingly apparent since the 1980s and as of today is taking place in Taiwan. The purpose of this thesis is to study of brand re-design process and brand management of Chunghwa Telecom after privatization confronting the changes of external environment. First, awareness of the role of external communications is essential for building the corporate identity. Second, the corporate positioning and branding statement expresses brand hierarchy, brand architecture and brand implementation. This thesis explores to both the definition and management of corporate identity. The major problem when dealing with the area of corporate identity is that there is a lack of consensus with respect to its basic concept. Previously, it has often been presented as an area of activity dominated by design issues. Nevertheless, it is now more commonly accepted that the corporate identity mix includes corporate culture, behavior, market conditions, strategy, products, services, visual design and brand integration. This thesis of this article is to introduce a conceptual framework for a corporate brand building process based on core values. The nature, role, and function of core values are considered a central part of the value foundation of a corporate brand. In line with this reasoning, a distinction is also made between three groups of values: enterprise value, customer value, and brand value.