類          別研究分析報告
分          類300推廣服務類
專題/叢書名 品牌台灣發展計畫第二期(2/4)
研 究 單 位 研究二所
合 作 單 位
研 究 人 員 吳曉慧,林家逸,吳慈珮,朱俐穎,黃瓊琪,王樂知
出 版 日 期2017/12/22
頁          數546
關   鍵   字品牌管理,品牌智財,品牌專利布局,品牌設計,Brand management; Taiwan Branding; brand IP ; Patent roadmap;Branding Channels;Branding design;Taiwan Best Global Brand
摘          要 一、計畫介紹:本計畫以協助有意發展品牌事業之台灣企業,依其品牌發展階段以及所需發展資源媒合予適切的計畫團隊提供診斷及客製化的專案輔導,而考量品牌乃企業綜合實力展現之成果,成功品牌企業涵蓋之構面相當多元,故除了既有的品牌資源外,更提供品牌企業有關專利、設計以及智財預警評估分析等各項診斷及輔導專案。

二、106年度專案計畫之重點歸納:
依據本年度各專案執行結果,對於台灣企業於品牌經營上之關鍵問題點,可歸納如下:
(一)品牌定位不清,核心價值待釐清:廠商在市場上已創造亮眼成績,但卻以傳統方法經營品牌,對品牌定位並無所知,核心價值亦待釐清,因此品牌形象風格仍有不足,也未能呈現品牌的獨特性。另外,品牌旗下的各品牌獨立經營發展,發展至今雖然各品牌之間互有合作支援,但仍無法在銷售利基上充分發揮團體戰力,並營造品牌統一意象,對外進行品牌溝通,因此需要協助廠商精準制定品牌定位及發展品牌策略。
(二)專利布局、智財風險預警及策略保護等缺乏品牌國際布局整體考量:在發展國際品牌,廠商未即時進行專利布局以及預警智財風險等相應的保護,例如:品牌識別委外設計未約定著作權歸屬、拓展國際市場未進行通路對應的智財布局等,且未規範商標使用規定,展場宣傳推廣未進行機密管理,造成權利不清、商標被廢止、搶註及機密外洩等風險。
(三)品牌形象缺乏一致性:許多廠商的產品包裝、品牌識別設計缺乏識別度,故未能與競爭對手在視覺上形成差異化。部分廠商在產品包裝、文宣品等呈現出品牌形象過於紊亂,缺乏一致性,而無法真正傳達品牌 所欲傳達的核心價值。

三、106年品牌計畫推動之策略:
為了在有限的計畫資源下達到有效的配置性,特將計畫內之資源重新盤點後,以「建基盤」、「調結構」、「轉文化」三項推動主軸,執行106年度品牌計畫,以協助企業解開品牌發展的問題癥結。
(一)建基盤
1.單一品牌服務窗口:設立單一服務窗口,維運品牌計畫官網,提供最新計畫及各項產業情資,另亦盤點其他各項政府計畫專案,轉介媒合企業計畫外所需資源;受理企業申請案,以辦理診斷及輔導各項事宜。
2.辦理台灣國際品牌價值調查:採用衡量全球百大品牌同一價值調查方法,評選出2017年台灣前二十大國際品牌企業,以協助企業掌握自身品牌國際競爭位階,並安排國際顧問諮詢會議,提供日後品牌策略精進之參考。
3.辦理台灣企業品牌發展現況調查:以台灣企業為主體辦理品牌發展現況調查,藉由每年調查以擴大樣本,掌握多數台灣企業品牌發展現況,藉以釐清台灣企業的品牌發展樣貌;另設有品牌專題,係以台灣20大企業過去五至十年間的營運表現以及因應產業變化之轉型策略,以了解台灣品牌發展之可能機會與潛在風險。
(二)調結構
1.重點標竿企業品牌輔導:以中堅企業以及台灣二十大國際品牌企業,媒合國際品牌顧問團隊,協助其擬定品牌經營策略,推升中長期品牌價值。
2.潛力品牌發展企業:以中堅企業為主要優先扶植對象,提供其品牌、專利、智財、設計、國際行銷、通路等各項之診斷及輔導專案,強化其品牌發展所需之核心能量,進而完善整體價值鏈活動。
3.品牌入門之一般型企業:針對有意發展品牌或屬於品牌發展初階者,先行提供顧問諮詢、診斷服務,以初步協助釐清品牌發展問題癥結點、未來需要再行強化之面向,以供企業作為組織、資源配置調整的參考建議。
(三)轉文化:品牌企業研習營
考量企業品牌發展階段之不同,所需之品牌相關人才亦有所差異,而坊間之品牌人才培訓課程多半為通識性,故為協助企業快速培訓符合企業現階段所需之品牌管理人才,特辦理企業包班,以企業內之中高階經理人為主要對象,提供客製化的課程教案及講師規劃安排。
四、106年品牌計畫推動執行成效
(一)建基盤
1.諮詢訪視及媒合轉介: 針對具品牌發展潛力之企業進行電話及到場諮詢訪視,以了解企業品牌發展現況以及所需資源,包括大成長城企業、功得電子、金車集團等共計114家次,其中有12家為中堅企業、4家為35大台灣國際品牌,其中有11家為中堅企業、3家為35大台灣國際品牌。此外,完成媒合89家企業適切資源提供企業參考,使企業所提出的問題能夠得到確實解惑及處理,並定期追蹤團隊後續協助處理情形。
2.品牌官網維運: 網站更新活動訊息與產業新聞等訊息共344則,並更新12單元頁面,提供65個相關網站連結及30家品牌管理顧問公司名錄,本年度新增瀏覽人次達39萬餘人次,累計總瀏覽量達228萬人次。
3.品牌價值調查: 本年度分為二階段作業,第一階段依據財務標準,由公開發行之企業中評選出入圍品牌企業共56家;第二階段經與Interbrand於香港進行最終39家入圍名單討論會議後,已確認本年度台灣20大國際品牌,並於11/21舉辦之「2017年台灣20大國際品牌交流會」進行名單頒布及表揚。106年度品牌價值總計為95.11億美元,較去年成長2.9%,新入榜企業包括國泰金控。
4.品牌發展現況調查:本年度共計回收355份企業問卷,累計企業回卷量達2,061家,並以服務型機器人產業之研究作為專題,為台灣服務型機器人廠商提供產品和市場布局策略方向。
(二)調結構
1.重點標竿品牌企業:本年度延攬五家國際品牌顧問團隊,包括英國Interbrand、Fitch Design、Isobar、美國Prophet以及國際行銷公司Red Peak,分別提供台灣第一大國際品牌企業-華碩電腦、台灣前35大品牌的宇瞻科技、威剛科技、中堅企業的宏正自動科技以及金車(共5案),針對其現行品牌發展所需提供客製化輔導專案。
2.潛力品牌企業:提供其品牌、專利、智財、設計以及產品力等各項之診斷及輔導專案,包括宏正自動科技、寶熊漁具、巧新科技等84家次企業,持續強化品牌發展所需的核心能量。
3.入門之一般型品牌企業:委派各項品牌顧問團隊,提供品牌諮詢、品牌診斷等服務,協助其建構品牌事業發展,106年度共計支援了142家次企業。
(三)轉文化:依據企業目前發展之進程以及所需人力研擬客製化的教案及課程安排規劃,邀集國際品牌顧問講師進行課程講授,包括漢磊科技、聯發科、帆宣系統、巨大機械以及微星科技共5家企業,累計共220位中高階品牌經理人次參與,加強其品牌策略執行過程之落實、品牌創新、品牌設計以及品牌通路之連結,以加強其對品牌管理及品牌操作之實務經驗及認知建立。

This project includes four sections this year. The first section is the Brand Project Office, the second one is brand consulting projects, the third one is the core-value strengthening projects (including IP, patent, product competition, design and customized brand courses), and the last one is brand research.

The result of each section is summarized as below,
1.Project Office: This year the project office members offered a total of 114 consulting services and helped 89 companies acquire the corresponding project resources. The Project Office held three illustration meetings to introduce the project resources on March, with 396 participants involved. The website of the Branding Taiwan Project has 344 news published and 390,243 new visits accumulated in 2017.
To select Taiwan’s twenty most valuable global brands of 2017, the screening process has conducted to identify and pre-screen brands for inclusion in this years’ ranking. On Nov 21, the list of top 20 Taiwan global brands has been announced with 197 follow-up news reports.

2. Brand consulting projects: There were 33 eligible enterprises approved for brand diagnosis service, 18 brand consulting projects acquired subsidies to build up brand strategy or marketing plan.
In order to strengthen products competition, 24 enterprises were received consulting service and 14 enterprises were provided with subsidized projects.

3. Brand core-value project:

(1) Benchmark brand project: This year, five eligible global Taiwan brands acquired subsidized brand consulting projects on brand management, brand visual system and channel experience.

(2) IP potential risk evaluation: As the role of intellectual property (IP) risk guardian in the project "Branding Taiwan Campaign-the Second Phase", our goal is to strengthen the competing advantages of brand enterprises by providing customized IP related services. For example, by offering international trademark and patent search and analysis, we assist brand enterprises to evaluate their competitors’ and their own IP protection and management status so as to lower the risks of IP infringements and enhance the protection of brand names and related branding elements.

This year, we provided IP risk analysis service to 10 brand companies and assisted 1 renowned brand company to apply for international trademarks according to its brand marketing plans. We successfully helped these companies strengthen brand protection and lower IP infringement risks with customized IP services.

(3) Brand Paten Strategy project: An effective patent strategy depends on many factors, such as technology or industry sector, size and maturity of the business, technology lifecycle, and the business and market environment. Considering that business relationships can be part of quite complex networks, it is crucial to realize whether patents can assist in some aspect of business development and to contemplate offensive tactics such as suing a potential infringer or barring importation. Patent landscape reports established by ITRI in this year provide a snap-shot of the patent situation of a specific technology, either within a given issue, region or industry. They have informed policy discussions, strategic research planning or reducing risk of infringement which is good for 2 domestic enterprises to build up reputation and product branding ideas on their own. In particularly, they have successfully helped above 2 brand companies to focus resources on features of core technology that differentiate the company’s offering from the competition and provide market advantage to create global horizon of patent portfolios for developing enterprises. This year, we also provided patent analysis service to 10 brand companies.

(4) Brand Design project: Five enterprises acquired subsidized design projects.
This Co-branding project provides benefits to the involved businesses by enhancing product or service exposure to consumers, marketing new products and services, and enhance the brand awareness of the consumers or clients.

(5) Brand Courses: Brand Development Institute serves to provide a comprehensive and holistic academic planning based on corporate’s branding needs, which varies through different stage of its branding talent development. In collaboration with domestic enterprises and government associations, the institute offers a broad selection of customized courses that are designed for both current and future brand managers. With lecturers coming from professional fields such as brand operation, business management, media marketing, and intellectual property, the courses are composed with both academic theories and hands-on practices in strive to deliver domestic companies the resources needed for branding breakthrough. For the general public, there are also free-admission lectures held periodically in hope to establish an information exchange platform for the Taiwanese business community, but also a learning output for who that wishes to learn about branding.

4. Brand research: Three research topics were conducted this year, including the domestic brand business performance analysis by quantitative survey. A study on comparison of brand strategies in domestic and oversea market through the international case studies, and try to figure out the aim behind the difference. We also used the export and fiscal raw data to estimate the brand power index of the industry section among Top 5 trade markets (USA, EU, Japan, China, and ASEAN).
目          錄 一、計畫目的、計畫架構與主要內容 1
(一)計畫目的與預期成效
(二)計畫架構(含樹狀圖)  
(三)計畫主要內容
二、計畫經費與人力執行情形 568
三、計畫已獲得之主要成果與重大突破(含量化成果output) 572
四、主要成就及成果之價值與貢獻度(outcome) 579
五、跨部會協調或與相關計畫之配合 583
六、檢討與展望 584
七、附錄 587
(一)委員審查意見回復
(二)輔導廠商成效對照說明表
(三)分包資訊
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