| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 93 === With the customer-oriented market, brand strategy is the best way to create competition advantage for enterprises. To accumulate brand equity must depend on many ways of management. Once the brand is managed properly, obvious brand extension effect will be obtained. On the contrary, if the brand isn’t managed properly, it will damage the business operation. The forming of brand strategy must be based on the market information. The market information can be obtained through many ways, such as questionnaires design, market research, statistical analysis…etc.
There are many different opinions in brand management in past researches, but they often lack for a complete model of brand management. For the reason, this study dedicated to construct an integrated model of brand management to embody the strategic practice for all perspective of brand management. This study investigates seven brand of GSM(Global System for Mobile)mobile phone, including Nokia, MOTO, Sony Ericsson, Panasonic, OKWAP, BenQ, Samsung.
There are three main purpose in the investigation.First, it set up an integrated model for brand management ,according to literature. Second, it helped to form brand strategy with statistical analysis method.Third, it verified the feasibility of integrated modelof brand management in the empirical operation.
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