2009年年會論文 -老品牌活化之成效評估:以雄獅文具為例
篇名
老品牌活化之成效評估:以雄獅文具為例
An evaluation of the effects of brand revitalization: Taking Simbalion as an example.
作者
吳雪憶、徐振興
Hsueh-I Wu、Chen-Hsing Hsu
中文摘要
本研究針對雄獅文具品牌活化運動進行成效評估,透過網路問卷調查法了解消費者對活化後品牌之觀感。從數據可看出,受測者對奶油獅的聯想為可愛、創新、活潑、活力等面向,代表品牌形象的成功\轉換,但在品牌權益中「知覺品質」的部份,奶油獅的品質仍有改善空間,且由於與Mister Donuts吉祥物「波堤獅」的過度雷同,因而品牌識別尚待強化。

研究結論顯示,奶油獅成功\的為雄獅文具帶來年輕的新形象,然而品牌權益中的「知覺品質」面向,其訴求的高品質無法與消費者產生共鳴。是以品牌活化策略不僅要賦予老品牌新形象,更要回饋至品牌權益的每個層面,方能落實品牌活化策略的核心價值。
英文摘要
The purpose of this study is trying to estimate the outcomes. Through network survey to conclude how to make revitalization program workable then estimates consumer’s view of the set image after revitalization. To achieve the above research purpose, this study adopted the way of qualitative and quantitative researches. The findings indicate that “Butter Lion” presents as cute、creating、vividly and lively. It shows the successful of image transform. And the part of perceived quality is needed to improve. As well as identical to mister donuts cartoons mouthpiece that cause brand identity need to strengthen.

To sum up, the created butter lion image successful bring young image to simbalion. However in the perspective of perceived quality have some rooms to approved. Revitalization program not only need to bring new image to set brand but also feedback all perspectives of brand equality. This is just the main value of brand revitalization.
中文關鍵詞
品牌,品牌形象,品牌權益,品牌活化
英文關鍵詞
Brand,Brand Image,Brand Equity,Brand Revitalization
發表日期
2009.07.07
授權狀況
已授權