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系統識別號 U0026-1602201614422700
論文名稱(中文) 設計在品牌操作中的策略價值 – 以品牌設計顧問公司角度探討
論文名稱(英文) Exploring the Strategic Value of Design in Branding - a Perspective from Design and Brand Consultancies
校院名稱 成功大學
系所名稱(中) 工業設計學系
系所名稱(英) Department of Industrial Design
學年度 104
學期 1
出版年 104
研究生(中文) 沈能進
研究生(英文) Neng-Chin Shen
學號 P36011024
學位類別 碩士
語文別 英文
論文頁數 66頁
口試委員 指導教授-劉說芳
口試委員-管倖生
口試委員-杜瑞澤
中文關鍵字 品牌設計  品牌  中小企業  品牌顧問  策略價值 
英文關鍵字 brand design  branding  SMEs  brand consultancy  strategical value 
學科別分類
中文摘要 隨著近年東南亞以及大陸地區低廉工資條件崛起造成台灣公中小企業的衝擊,經過生產製造外移,留在台灣本土的企業開始走向精緻化、差異化與技術密集發展,而政府也開始推行品牌,開始有相關中小企業輔導方案,過去台灣從OEM走向ODM,到近年被大力提倡的OBM,企業開始轉型,而相關品牌顧問服務也應運而生。品牌從過去的概念是作為與競爭產品區隔的一種方式,現在轉變為考量到企業整體與消費者產生的多向度溝通,而在品牌化的路程中,設計的應用主要為人熟知的是企業視覺系統的設計,然而現今的設計領域已朝向系統性的設計發展,例如服務設計、體驗設計或設計思考的應用等,本研究認為設計在商業操作上對品牌經營能發揮的效用更勝以往,因此以「設計為基礎的品牌顧問公司」為研究對象,探討設計在品牌顧問經營中的議題。首先利用文獻探討與次級資料蒐集確定訪談對象並整理相關理論以建立研究基礎,並了解品牌顧問公司的服務模式;第二,以開放式深度訪談了解顧問公司運用設計的方式、服務客戶的過程中遇到的議題,以及台灣產業所面臨的現況;最後,將訪談資料整理成逐字稿編碼分析。
研究結果發現設計常以視覺的方式呈現出品牌的價值,但由於設計發揮效用之處往往在於視覺設計背後的策略工作,而非視覺上抽象的呈現而已,因此設計服務的價值常常被忽視,故本研究指出「設計與策略的相互依賴性」的重要;在品牌顧問服務脈絡下「設計為基礎的顧問關係對品牌經營的缺口模型」,並探發生此一現象下的背景因素以及顧問公司對設計管理的方式,認為顧問公司應該要差異化其服務以凸顯自身的優勢並達到兩個目標:(1) 強化設計服務的深度(2)建立長期客戶關係,並依此二目標提出建議。
英文摘要 It has progressively been a compact from the low labor cost of south Asia and
mainland China to SMEs (Small and Medium Enterprises). The industries remain in
Taiwan started with more refined, differentiated technology-intensive strategy. The
government is also a great force to help facilitating branding with SMEs branding program.
In the past time, Taiwan industries intend to transform form OEM, ODM to the highly
promoted OBM. It is an opportunity of brand consultancies. Branding has changed as a
concept of segmentation of product competitive to a multi-dimensional communication to
consumers which takes consider of the whole enterprise operation. In the route of branding,
design as an important tool of visual identity system now turns into a systematic design
consideration. For instance, service design, experience design and design thinking are the
fields of the applications.
This study claims that design has a surpassed affection in business operation and
branding. Therefore, this study target on the design operating of “Branding consultancies
based on design” as the main issues. The study method is, firstly, second hand data
collection. This process is to sufficient the knowledge of the consultancies service, the
suitable interviewees and the interview contents. Second, taking use of open ended
interview to explore the issues while consultancies using design to serve for their
businesses clients and the phenomenon occur in the industries. Finally, it analysis the
interview subscriptions with coding technics.
The final result shows that the brand value is seemingly presented in visual
appearance. But actually, the strategic works behind the visual appearance is where the
effect of branding design takes place, which is always being regarded as only a kind of an
abstract application. Therefore, the real value of design is always ignored and does not
receive an equal payment.
In this case, this study indicates the importance of “interdependence of design
offerings and design strategy”; In the context of the branding design consultancies, this
study reveals the background phenomenon and the management of design in these
branding consultancies, which is called “Model of branding service gap in design based
consultancies”. The design consultancies should differentiate their service in order to
emphasis on the advantages. There are two main goals – (1) To deepen service of design
(2) To build up a long-term client relationship. Several suggestions are given in the frame
of these two goals.
論文目次 ABSRACT ii
TABLE OF CONTENTS iv
LIST OF TABLES vii
LIST OF FIGURES viii
CHAPTER 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research framework and research purpose 3
1.3 Research Procedure 4
CHAPTER 2 Literature Review 5
2.1 Explanation of Terms 5
2.2 Small and Medium Enterprises(SMEs) 6
2.3 Branding 6
2.3.1 Basic definition of brand 6
2.3.2 Brand Equity 6
2.3.3 What can be a brand? 7
2.3.4 Evolution of Branding 10
2.3.4.1 From Product Brand to Corporate Brand 10
2.3.4.2 Extended definition of Branding 11
2.3.4.3 Brand Orientation 12
2.3.4.4 Concept Shifting in Branding 12
2.4 Branding and Design 14
2.4.1 Evolution of Brand Identity 14
2.4.2 Components of Brand Identity 17
2.4.3 Connotation and Fields of Design 19
2.4.4 Product Design and Branding 20
2.5 Strategy 20
2.5.1 What is Strategy? 21
2.5.2 Strategic Intent and Indented Strategy 23
2.5.3 Design Strategy and Strategic Design 23
2.6 Consultancies 25
2.6.1 Brand Consultancies in Taiwan 25
2.6.2 Process of Brand Consulting Service 27
2.6.3 Roles of Consultants 29
2.6.3.1 Consulting Role Grid 29
2.6.3.2 Strategical Role of Design 31
CHAPTER 3 Research Design 32
3.1 Case Study 33
3.2 Cases and Interviewees Selecting 33
3.2.1 Cases selecting 33
3.2.2 Criteria of Cases and Interviewees Selecting 36
3.3 Data Collection and Analysis 37
3.3.1 Literature Review 37
3.3.2 Semi-structured Interviews 37
3.3.3 Other Field Resources 37
3.3.4 Data Analysis 37
3.3.4.1 Coding 37
3.3.4.2 Coding Techniques 38
3.4 Research Scope and Limitations 40
CHAPTER 4 Data collection and Analysis 41
4.1 Object of Study 41
4.1.1 Consultancies 41
4.1.2 Interviewees 42
4.2 Results of Data Analysis 43
4.2.1 Design Based Brand Consultancies 43
4.2.1.1 Strategical Brand Design – Interdependency of Design and Strategy 44
4.2.1.2 Key-point of Branding 46
4.2.1.3 Visual Design Service 47
4.2.1.4 Non-visual Services 48
4.2.1.5 Project-based Service 51
4.2.2 Benefits of Brand Design/Consulting - Effectiveness and Efficiency 51
4.2.3 Issues of Clients/Industries 53
4.2.4 Design Based Brand Consulting Gap 55
CHAPTER 5 Discussions and Suggestions 57
5.1 Application of Design in Brand Consultancies 57
5.1.1 Background Causes of the Gaps 57
5.2 Suggestions to Brand Consultancies 58
5.2.1 Two Points of Guidance 58
5.2.2 Five Suggestions 59
5.3 Conclusion 63
REFERENCES 64
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