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| Title: | 全球消費性電子產品品牌的母子品牌與主副品牌架構研究：品牌延伸個案實證
Parent and Sub-Brand Architecture in Global Consumer Electronics: Case Studies of Brand Extension |
| Authors: | 邱司唐
Chiu, Szu-Tang |
| Contributors: | 白佩玉
Pai, Pei-Yu
邱司唐
Chiu, Szu-Tang |
| Keywords: | 企業成長策略
品牌延伸
母子品牌
主副品牌
品牌架構
品牌層級
Corporate growth strategy
Brand extension
Parent brand
Sub-brand
Brand architecture
Brand hierarchy |
| Date: | 2025 |
| Issue Date: | 2025-03-03 13:37:32 (UTC+8) |
| Abstract: | 隨著全球化發展與市場競爭日趨激烈，企業在不同發展階段面臨多樣化的競爭挑戰。全球型企業必須透過品牌延伸與多角化發展來支撐其成長策略，方能提升品牌價值與資本報酬。在品牌管理領域中，品牌架構理論提供了不同層級的策略指引，其中 Sub-brands（副品牌策略） 具有重要地位。然而，在中文翻譯中，「副品牌」、「子品牌」與「次品牌」的釋義存在差異，使得企業在消費性電子產品命名時，難以區分「系列」與「品牌」的定位。此外，企業內部對品牌架構的決策判斷標準亦不一致，導致行銷人員與消費者之間的認知容易產生混淆，影響品牌溝通的效果。
本研究旨在探討企業成長後，在品牌延伸與品牌架構設計過程中，如何分析母子品牌與主副品牌的關係，並持續優化品牌架構，以提升市場競爭力。本研究以全球消費性電子產品品牌為例，選取 HP（惠普）、小米、華碩 三家企業作為個案研究對象，透過文獻回顧與資料蒐集，解析企業品牌發展歷程，並深入剖析其品牌架構策略。研究內容涵蓋母子品牌與主副品牌的關係，以及品牌架構模型的應用，以建構更明確的品牌管理框架。
研究結果顯示，全球型企業的成長策略必須包含品牌延伸與多角化發展，而持續維持清晰的品牌架構，有助於企業在多元市場中保持競爭優勢，並強化消費者對品牌的認知與忠誠度。學理上，本研究進一步釐清過去文獻中關於品牌延伸的討論框架，並補強全球企業品牌架構的理論探討；實務上，本研究提供企業在品牌延伸與品牌架構管理方面的具體建議，透過母子品牌與主副品牌的層級關係探討，協助企業建立更具系統性的品牌管理架構，進一步提升品牌競爭力。本研究的發現亦可作為後續品牌管理相關研究的重要參考基礎。
As globalization advances and market competition intensifies, enterprises at different stages of development face diverse competitive challenges. Global corporations must leverage brand extension and diversification strategies to support their growth and enhance brand value and capital returns. In the field of brand management, brand architecture theory provides strategic guidance at various levels, with sub-brands playing a crucial role. However, in the Chinese context, terms such as “sub-brand,” “secondary brand,” and “associated brand” reflect subtle semantic differences, making it challenging for companies to distinguish between “series” and “brand” when naming consumer electronic products. Additionally, inconsistencies in internal decision-making criteria for brand architecture further contribute to misalignment between marketing professionals and consumers, leading to confusion in brand perception and communication effectiveness.
This study aims to explore how enterprises, after achieving growth, can analyze the relationship between parent and sub-brands as well as primary and sub-brands in the process of brand extension and brand architecture design. Furthermore, it explores how firms can continuously optimize their brand architecture to enhance market competitiveness. Using global consumer electronics brands as case studies, this research selects HP (Hewlett-Packard), Xiaomi, and ASUS as focal companies. Through a comprehensive literature review and data collection, the study examines the brand development history of these companies and conducts an in-depth analysis of their brand architecture strategies. The research covers the relationships between parent and sub-brands, as well as primary and sub-brands, and examines the application of brand architecture models, to establish a clearer framework for brand management.
The findings indicate that growth strategies for global enterprises must incorporate brand extension and diversification, while maintaining a clear brand architecture helps enterprises sustain competitive advantages in diversified markets. A well-structured brand architecture strengthens consumer brand recognition and loyalty. From an academic perspective, this study further clarifies the conceptual framework of brand extension discussed in previous literature and enhances the theoretical exploration of global corporate brand architecture. From a managerial perspective, the study provides concrete recommendations for enterprises in brand extension and brand architecture management. By analyzing the hierarchical relationships between parent and sub-brands as well as primary and sub-brands, the study assists firms in establishing a more systematic brand management framework to enhance brand competitiveness. Ultimately, the findings of this study serve as a valuable reference for future brand management research. |
| Reference: | 一、 中文文獻
1. 徐世同譯（2014），Kevin Lane Keller著，《策略品牌管理》。台北：Pearson 培生教育出版。
2. 方世榮譯（2003），Philip Kotler著，《行銷管理學》。台北：Pearson 培生教育出版。
3. 彭建彰、呂旺坤（2005），《品牌行銷與管理》。台北：五南圖書出版公司。
4. 沈雲聰、湯宗勳譯（2000），David A. Aaker 著，《品牌行銷法則─如何打造強勢品牌》。台北：天下文化出版社。
5. 別蓮蒂（2003），〈企業品牌傘策略之企業名稱背書效果〉，《管理學報》，第二十卷第六期，頁1175-1199。
6. 胡書賓（2017），〈台灣資訊產業的經營策略分析 - 以A公司為例〉，國立政治大學經營管理碩士學程(EMBA)碩士論文。
7. 許先越（2023），〈A公司電競筆記型電腦事業部變革管理研究〉，國立臺灣大學復旦EMBA境外專班碩士論文。
8. 鄭秀倫（2001），〈品牌傘的企業背書效果〉，國立政治大學企業管理系碩士論文。
9. 任宇新（2003），〈新產品品牌決策對績效之權變影響〉，國立成功大學企業管理研究所碩士論文。
10. 曾文玲（2005），〈企業成長策略與品牌組合策略之關聯性研究〉，國立政治大學企業管理系碩士論文。
二、 英文文獻
1. Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California Management Review, 42(4), 8-23.
2. Ansoff, H. I. (1957). Strategies for diversification. Harvard Business Review, 35(5), 113-124.
3. Barwise, P., & Robertson, T. (1992). Brand portfolios. European Management Journal, 10(3), 277-285.
4. Brexendorf, T. O., & Keller, K. L. (2017). Leveraging the corporate brand: The importance of corporate brand innovativeness and brand architecture. European Journal of Marketing, 51(9/10), 1530-1551.
5. Flamholtz, E. G., & Randle, Y. (2007). Successful organizational development and growing pains. Management Online Review, 1-9.
6. Keller, K. L. (2015). Designing and implementing brand architecture strategies. Journal of Brand Management, 21, 702-715.
7. Pierce, A., & Moukanas, H. (2002). Portfolio power: harnessing a group of brands to drive profitable growth. Strategy & Leadership, 30(5), 15-21.
8. Tsai, M. C., Lou, Y. C., Bei, L. T., & Monroe, K. B. (2014). Position matters when we stand together: a linguistic perspective on composite brand extensions. Journal of the Academy of Marketing Science, 42, 680-701. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
112932063 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112932063 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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