Critical Success Factors on Brand Management by Analytic Network Process

• Main Authors: Shou-shu Liang, 梁守恕
• Other Authors: Shuo-Chang Tsai
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/81808915682952040065

碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 97 === Brand management has always been relatively weak in the operation and management among Taiwanese companies. That resulted in the inability of Taiwan’s enterprises in getting a smile smooth curve at both ends which have the interests of high-added value. “Brand” itself is a kind of hidden message that brings about the self-awareness in the consumers’ hearts, therefore, if enterprise managers want to control the brand management, they need to carefully consider the impact on many levels. Clarity in the inter-relationship impact between the elements is necessary to ensure the brand critical success factors. The purpose of this study is to seek out a key element from the obscure ambiguity in the brand in order to provide the brand management subjects a reference to the industry operators. First of all, Delphi method and the real-time interviewing with experts established the structure of this study and developing the questionnaire. Later, analytic network process helped to clarify the critical success factors of network brand management. The study result showed that “Brand Strategy” as the primary dimension in the dimensions of brand management. The key elements include the “Brand Position”, and the “Brand Identification”. The secondary dimension is “Brand Maintenance” which includes the “Product Innovation” and the “Brand Control” as the key factors. “Brand Development” is the final dimension in which the key factors for the “Brand Communication” and the “Brand Knowledge”. The recommendation from the study is “Brand Strategy” should be the first consideration. Strategy is seen in the “Brand Position” as the top priority deliberations and it is the first step in brand management. “Brand Position” is used to set up an enterprises’ “Brand Identification” in order to allow the consumers clearly distinguished one brand from the other competing brands in the market. Once the brand has been introduced, the second step is continuing “Brand Maintenance”. Meanwhile the most critical point is continuous “Product Innovation” by getting in touch with the consumers’ feeling and constantly explores the needs of consumers in order to satisfy them. Followed by “Brand Control” to strengthen the brand image or adjust the sources of brand equity in order to protect the brand equity of the maximum value. The third step is the “Brand Development” stage. The “Brand Communication” is the most important key factor. In other words, the values of the brand need to go though the appropriate channels to communicate with consumers and take advantage of the effectiveness of the brand image and “Brand Knowledge” which allows consumers associates the brand in their decision process.