| Summary: | 碩士 === 淡江大學 === 管理科學學系 === 88 === Title of Thesis: Brand Monitor and Regeneration Planning
—Exemplified by Shampoo-Related Brands by P&G Inc.
Total Pages : 79
Name of Institute:Graduate Institute of Management Sciences
Tamkang Unversity
Graduate Date: June, 2000 Degree conferred: Master
Name of Student：Chih-Yuan, Chao Advisor:Ph.D. Wayne S. Chow
Ph.D. Liang-Yuh Ouyang
Abstract:
With the increase of competition in marketing, brand management is increasingly demanded by enterprises. Once the brand is properly managed, obvious brand extension effect is obtained. Proper brand management costs much lower than creating a new brand and results in a larger benefit.
The thesis is based upon the investigation of shampoo-related brands by P&G Inc., in which brand awareness, brand royalty, brand association, brand perception and brand compatibility are included and analyzed. With data being statistically analyzed, the brands are thoroughly investigated. By brand royalty analysis, the brand royalty structure of shampoo-related brands can be constructed. By brand Perception analysis, we can recognize the main competitor and know its market share, key success factor, competitive strength and weakness, and competitive strategy. By brand compatibility analysis, we can know what kind of products have higher brand fitness with the original brand. According to the results of brand monitor analysis, the brand regeneration planning can further be determined.
Brand regeneration planning includes brand improvement strategy, brand transfer strategy, brand equity evaluation, brand extension strategy, brand channel strategy, etc. The thesis thus provides shampoo-related brands by P&G Inc., such as, SASSOON, PERT, PANTENE, HEAD & SHOULDERS with strategical suggestion to enhance the brand equity and feasibility of building a complete brand family.
表次……………………………………………………………………一
圖次……………………………………………………………………六
第一章 緒論
1.1 研究背景……………………………………………………1
1.2 研究動機……………………………………………………2
1.3 研究目的……………………………………………………3
1.4 章節結構……………………………………………………4
第二章 文獻探討
2.1 品牌及品牌權益……………………………………………5
2.2 品牌個性……………………………………………………11
2.3 品牌延伸策略………………………………………………15
2.4 市場定位……………………………………………………18
2.5 通路策略……………………………………………………20
第三章 研究方法
3.1 研究架構……………………………………………………22
3.2 統計方法與分析性架構……………………………………26
3.3 研究假設……………………………………………………28
3.4 問卷設計……………………………………………………29
3.5 抽樣設計……………………………………………………31
第四章 實証分析
4.1 資料輪廓……………………………………………………33
4.2 品牌追蹤分析………………………………………………37
4.3 品牌再生規劃………………………………………………56
4.4 品牌策略規劃………………………………………………61
第五章 結論與建議
5.1 研究發現……………………………………………………63
5.2 策略涵義……………………………………………………64
5.3 研究貢獻……………………………………………………64
5.4 研究限制……………………………………………………65
5.5 後續研究方向………………………………………………66
參考文獻………………………………………………………………67
附錄……………………………………………………………………72
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