| Summary: | 碩士 === 明志科技大學 === 工程管理研究所 === 97 === The differentiation between industries has been shortened with the development of great stride for hi-tech industry. One powerful grand will be the advantage for one enterprise to produce its competitive edge when being in face of a highly homogeneous market, as the innovative design of product will be considered as one creative strategy to make profits for the target product in market. The surveys to the world’s top 100 brands by England-based Interbrand, a branding consultancy, have led to a find that it has been in a gradual increase annually for Asian enterprises to be ranked on the list, thus indicating the importance to Asian enterprises in creating their brand values. With the award of design to be increasingly valued in Asian area in more recent years, it’s been in a high increase for Asian enterprises to receive the international product design awards, signifying the influential power by these enterprises in brand value and product design. It further highlights the significance of explorations in brands and products by Asian enterprises to elevate Taiwan’s brand image and product image.
In view of this fact, this research takes brand personality frame of Aaker as the survey tool to probe into the samples with brand samples with high value and product samples with innovative design by enterprises in Taiwan, Japan and South Korea, and further brings up the following issues for further survey: (1) Level of cognition toward brand image and product image with personality characteristic; (2) The consistency for personality characteristic of brand image and product image; (3) The differentiation on personality characteristic of brand image and product image between enterprises; and (4) The influence of product form factor and personality characteristic.
In terms of characteristics of brand image with high value and product with innovative design, findings of this research have indicated that: (1) Consumers’ evaluation and identity toward the enterprise’s brand image are superior to that of the product image; (2) Japanese enterprises have demonstrated the advantage of sharpness on brand image, while enterprises in South Korea have enjoyed the advantage of sharpness on product image; (3) The level of consistence for brand image and product image in the enterprise has shown no correlation to image sharpness; (4) The sharpness for personality characteristic of brand image and product image between enterprises has produced certain influence on the image differentiation; (5) Among the form factors of mobile phone, “Phone body ratio” and “From of functional keys” are the most influential factors to personality characteristic, followed by “Form of phone body” and “Form of bottom;” among the form factors of digital camera, “Form of lens” is the most influential factor, followed by the factors of “Optical finder” and “Flashlight.”
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