| Summary: | 碩士 === 國立臺北大學 === 合作經濟學系 === 91 === With the customer-oriented market, brand strategy is the best way to create competition advantage for enterprises. To accumulate brand equity must depend on many ways of management. Once the brand is managed properly, obvious brand extension effect will be obtained. On the contrary, if the brand isn’t managed properly, it will damage the business operation.
The forming of brand strategy must be based on the market information. The market information can be obtained through many ways, such as questionnaires design, market research, statistical analysis…etc. There are many different opinions in brand management in past researches, but they often lack for a complete model of brand management. For the reason, this study dedicated to construct an integrated model of brand management to embody the strategic practice for all perspective of brand management.
This study investigates six 100% juice-related brands, including Daily C, KUANGCHUAN, SUNKIST, I-MEI, TROPICANA, BOMY, and it achieves three purposes. First, it developed an integrated model of brand management that based on the literature of brand management. Second, it developed methods of brand analysis that based on customer perception. Third, it verified the feasibility of integrated model of brand management in the empirical operation.
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