| Summary: | 碩士 === 南台科技大學 === 應用日語系 === 97 === The ultimate target to build a brand cannot do the exaggeration for all enterprises. It might be especially competitive and be important to make up the brand image very efficiently in modern days. This research’s goal is that want to clarify the role in the brand equity construction by Integrated Marketing communications (IMC) from the aspect of the brand. And the construction of brand equity is related to the building of brand relationships. It is assumable with the process that the center of brand equity-brand royalty is formed. Therefore, this research want to present so-called“Brand Relationship Model”of which it is basic is the brand equity renewing current brand equity framework.
In the experimental study as an example of the car brands in the region in East Taiwan area, to clarify the interrelations that Integrated Marketing Communications (IMC), the brand relationship, and the brand equity . As a result , through the three elements (consistency of the message, interactive communications, and integration of the stakeholder) in Integrated Marketing communications (IMC), the brand relationship is constructed to the stakeholder by the functional attribute benefit and the emotional attribute benefit of the brand owned , finally, the brand equity(brand royalty)will be constructed.
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