論民意代表個人品牌創建與實證：以台北市議員張志豪為例

Abstract

本文旨在深入剖析民意代表個人品牌建立的條件，並通過問卷調查選民對這些條件的關注程度，評估其對選民支持度的影響。我以參選台北市議員的經驗為例，分析其品牌建立過程，最後歸納出關鍵要素，以資未來有意願從政者的參考。 本研究形成一套可檢視的品牌建立指南，幫助民意代表建立成功的個人品牌。藉由過去學者：Tom Peters、Simen Sinek以及Stephen Houraghan的研究，並結合研究者自身經驗，覆盤台北市議員選舉的品牌建立過程，佐證學術上與實無執行上的契合。 從「為什麼」開始，定義使命和願景，確定立場並制定政見，傳達訊息和價值觀。藉由Houraghan提出的21步驟品牌建立流程，可與民意代表品牌建立流程相結合，強調長期投入和服務對象需求。這些步驟包括建立有實體連接的Human Brand、設立品牌宗旨、願景、價值觀，識別目標受眾及市場定位，創造品牌訊息和故事等。 本研究結果提供了個人品牌創建的指導框架，使民意代表能按步就班打造個人政治品牌，吸引選民的支持和信任。

This paper aims to deeply analyze the conditions for establishing a personal brand for elected representatives. Through a questionnaire survey, we assess voters' attention to these conditions and their impact on voters’ support. Using my experience as a Taipei City Council candidate as an example, I analyze the brand-building process and summarize key elements for future political aspirants. The study forms an evaluable brand-building guide to help elected representatives establish a successful personal brand. By referencing past scholars such as Tom Peters, Simon Sinek, and Stephen Houraghan, and combining the researcher's own experiences, this research reviews the brand-building process in the Taipei City Council election, confirming the alignment between academic theories and practical execution. Starting with "why," defining the mission and vision, determining positions, and formulating political views, we communicate messages and values. By integrating Houraghan's 21-step brand-building process with the personal brand-building process for elected representatives, the research emphasizes long-term commitment and meeting the needs of the audience. These steps include establishing a physically connected Human Brand, setting brand purposes, visions, and values, identifying target audiences and market positioning, and creating brand messages and stories. The results of this study provide a guiding framework for creating personal brands, enabling elected representatives to systematically build their political brands, attract voters’ support, and gain trust.