| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 89 === Brand elements are one of the important methods to build brand equity. However each brand element has certain strengths and weaknesses. Thus, marketers must combine brand elements by choosing different brand elements to achieve different objectives and make sure they can match brand each other. The purpose of this study firstly attempts to explore the impact of brand elements, including brand names, logos & symbols, characters, slogans, and packages, on brand equity. Second is to compare if there is any different impact on brand equity under the different combination of brand elements. And the third is to discuss under what kind of situation brand equity will be the maximum. For the purpose, this study uses a between subject design to test the hypotheses. The control factors of the hypotheses contain: 1.brand name (meaningful naming vs. meaningless naming), 2.shape (beautiful vs. normal), 3.character (with vs. without), 4.slogan (with vs. without), 5.logo & symbol (with vs. without). Above factors compose 2×2×2×2×2 experimental design.
Undergraduate students are recruited as research subject via convenience sampling, result to 1025 effective samples. The results indicate that different brand elements have different impact on the constructions of brand equity. Brand names, characters, and logos & symbols can create a standard level of brand awareness; packages (shapes) increase the level of total brand equity. In addition, the appropriate mix of brand elements will have more contribution to brand equity than single brand element.
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