109年第2學期-2822 Brand Management 課程資訊

評分方式

評分項目	配分比例	說明
Personal Assignment and Class Particpation	25	Personal Assignment 20%, Class Participation 5%
Mid-term Exam	20
Teamwork Presentation	25	Teamwork Report 20%, Presentation 5%
Final Exam	30

教育目標

Objectives: Through the textbook frameworks, related theories and concepts, as well as case study and discussion, to help students understand the essence of Brand Management and develop strategic thinking capabilities, in the hope to assist students to solve brand-related issues in their future career. ※ Major Contents: 1. Brand Management: definition, importance, challenges and opportunities, Brand equity, brand management process 2. Customer-Based-Brand-Equity: brand knowledge, brand associations and images, building strong brands, creating brand and customer values. 3. Brand Positioning: establish brand position, guidelines, brand promise, brand audit, internal brand marketing 4. Brand Resonance and Brand Value Chain: definition of brand resonance, steps of establishing resonance, components of brand value chain 5. Brand Elements: criteria for choosing brand elements, element descriptions, integrating brand elements 6. Develop Marketing Programs to enhance band equity: new marketing perspectives, product strategy, pricing strategy, distribution strategy 7. Develop Integrated Marketing Communication Campaign: new media environment, selection of marketing tactics, development process 8. How to Leverage Secondary Associations: descriptions, co-branding, brand franchising, celebrity, sports and cultural events, 3rd party authority 9. Brand Measuring and Management System: ROMI, brand audits, brand tracking studies, brand management system, Big Data and AI for marketing and brand management 11. Branding Strategy: brand architecture, brand hierarchy, design of brand architecture, corporate branding 12. New Product Introduction and Brand Extension: new product and brand extension, advantages and disadvantages, how consumers evaluate brand extension 13. Brand Management Overtime: brand reinforcement, brand revitalization, brand portfolio adjustments 14. Brand Management Cross Regional and Segment Boundary

課程概述

本課程主要目的在介紹品牌管理之基本觀念、理論、演變、技術及最近實務之發展。主要內容包括：品牌定位、品牌價值、品牌權益、品牌績效、品牌延伸及品牌組合管理等。

基本資料

選修課，學分數：0-3
上課時間：二/5,6[M115] 三/5,6[M222]
修課班級：國經學程2-4
修課年級：年級以上
選課備註：

參考書目

1. Strategic Brand Management 4e, 2013, Kevin Lane Keller, Pearson Education Inc.
2. Aaker on Branding, 20 Principles that Drive Success, David Aaker, Morgan James Publishing
3. Creating Signature Stories, Strategic Messaging that Persuades, Energies, and Inspires, 2018, David
AAker, Morgan James Publishing
3. 策略品牌管理（四版）, 2014年, Kevin Lane Keller原著, 徐世同編譯，華泰書局。
4. 品牌行銷與管理（二版），2014年，丁瑞華著，普林斯頓國際有限公司。
5. 品牌行銷Building The Brand -Driven Business，2004年，Scott M. Davis, Michael Dunn原著， 陳
琇里譯，中衛發展中心發行。