A Study on Brand Marketing of Notebook

• Main Authors: Jian-Hong Lin, 林建宏
• Other Authors: Yeh Chin Piao
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/62819619756652180219

碩士 === 僑光科技大學 === 管理研究所 === 98 === Many industries are more concern of the Customer-Based Brand Equity (CBBE) recently. Keller (2001) mentions the CBBE model provides a yardstick to assist which brand can assess their progress in their brand-building efforts as well as a guide for marketing research initiatives. Based on the CBBE model, we develop a brand new Model: Customer-Based Brand Marketing Pyramid (CBBM) to assess and seek brand-building efforts for brands of notebook in Taiwan. The CBBM model not only bases on both rational and emotional attribution to categorize the 4 kinds of customers group, such as integration-oriented, ratiocination-oriented, emotion-oriented, and low equity-oriented customers but also employs the concept of Brand Marketing Strategies to build up the planning of the whole business processes for the 7 different brands of notebook. We use 524 efficient samples from 600 samples of survery. The results indicate that there was significant difference between different brands for building up the source of CBBM model. The CBBM model provides marketers to decide strategic direction and to inform their brand-related decisions and create strong brands.