| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 94 === From the viewpoint of 「brand value chain」,「brand identity factors」are the role of strategical guide and the first step in the procedure of brand administration, which will effect the marketing mix project and the formulation for integrated brand communication project; but their final purpose is to set up a best「customer-based brand equity」。 Aaker(2004) improves the four factors of brand identification and brings up a high practical 「brand identity factors honeycomb model」as the tool of 「brand identity」. The honeycomb model is compounded by six factors which contain：「symbol」、「base of authority」、「functional benefits」、「emotional benefits」、「personality」 and「ideal customer image」, which can be applied to setting the brand image and can check if there are knowing gaps between company’s orientated brand image and customers’ identification。This study uses 「brand identity factors」to set up 「customer-based brand equity」 as an idea frame for the basic development quantity table, and selects some national brands of western wedding cakes as the study range to testify the quantity tables listed in this study. The result of this study shows both the credit and effective value of quantity table are good. The model test result of 「brand identification factors」and 「customer-based brand equity」shows that the conception frame based on 「brand identity factors honeycomb model」 of every factor for「brand identification factors」has the positive effect toward the 「brand association」、「brand awareness」、「perceived quality」under 「customer-based brand equity」。Keller only takes「visual identity」on behalf of the whole「visual identity」， but Aaker’s「brand identity factors honeycomb model」adds contrast between「mind identity」and 「behavior identity」( three systems of「visual identity」、「mind identity」and 「behavior identity」) 。
This study suggests 「brand identification factors honeycomb model」may add the factor of「service behavior」, which will increase the integrity for the combination of 「brand identification factors」. This means that a company may add「brand core value」as a part of their organization and employees. 「brand identity factors」shall be set by company, customers and employees。
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