| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 94 === Abstract
Surroundings are changing, “Brand” has become an important topic of every companies. How to attract consumer’s eyes? How to keep consumer’s loyalty? “Brand” is a key factor. Also, brand’s power influences the bargain power. Many companies which started from the OEM or ODM have built their own brands or used the inner resources to enhance the brand value. “Brand Equity” is a new opinion. It presents the value of brand value. It’s also an important function which a company maintain competitive advantage and benefit.
Topics about “Beautiful” are caught a lot of attentions in recent years. Differentiate with the model which technology brings economical growth before, value about “beautiful” may become next thrust of growth. Because of this, many companies are looking for adding design elements on 3C products and try to change traditional image of stony to be a fashionable thing. And design ability passes emotion and experience to let the standardized and scale produced system change. It try to take new life experiences into human’s life.
Is design ability can be plus to brand equity? This thesis, take BENQ for example, standing on the designer and consumer sides to discuss about the influence of design ability to brand equity. Concluding the factors that influence brand equity through documents and establishing the structure of design ability by interviewing design manager of BENQ. Making the questionary to consumers on the basis of these two variables and analyze the questionary . After above steps, I will give the conclusion and suggestions to BENQ. After all, what kind of role can the design ability play? Can design ability be the competitive advantage of a company? This research tries to find the relation.
Key words: Brand equity, design ability
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