| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 102 === The Internet has occupied people’s life nowadays. With the prolifertion of various websites, people changed the Internet use behavior rapidly. The Internet users sometimes set different websites as their homepage in browser. The most common start pages are portal sites and search engines. The battle between Yahoo! and Google in Taiwan has been more and more competitive due to the closer market share. The homepage battle is also keen now. The present study using telephone survey as a tool to collect data from the general Internet users in Taiwan, took brand equity approach from customer-based viewpoint to understand what the relationship between brand choice and the evaluation for brand equity dimentions. The study also tried to point out the adventages and disadvantages for Yahoo! and Google respectively.
Results showed that Yahoo! is stronger than Google in terms of brand salience, brand awareness, brand association and brand loyalty. Relatively Google is better at the perceived quality. Also, both of them are good in brand imagery, brand judgement and brand feeling. Futhermore, Yahoo! and Google don’t achieve brand resounance on users, which means both of them don’t reach the final step of making a strong brand.
The study combined Aaker’s and Keller’s brand equity models, providing some concrete marketing suggestions for Yahoo! and Google. The recommandations for Yahoo! is to base on and enhance its excellent brand salience, brand awareness, brand association and brand loyalty, while Google should keep its superior perceived quality. The common suggestion for them is to allocate more resources to community service management because the development of social networking services might be the biggest competitors in the near future.
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