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21世紀供給大於需求激烈競爭的時代，品牌對商品競爭佔有絕對優勢，不僅是獲利來源的保證，還可以增加產品的能見度和信譽，並影響消費者的選擇，有助於擴張和鞏固市場。本課程介紹品牌權益、品牌知識、品牌定位策略等理論基礎，養成學生成為企業經營管理者時，必須注意任何行銷活動是否會對公司的品牌資產的增加或貶損，重視品牌經營成為行銷管理的重要主題。
《 課程簡介 -- English 》
Brand equity represents some of the most important assets a business possesses. Whether it’s a company name, brand, slogan, symbol, or perceived reputation these proprietary resources represent a determining factor in future earnings and overall market advantage.
Brand equity is more than just value. It is an implied promise of quality that can directly lead to company growth and larger market share.
Effective brand equity management is the cornerstone of business success. Strong brands influence customer preferences, strengthen customer loyalty and generate greater profits.
we understand that consumer awareness and customer confidence are directly affected by the quality of your online brand management. We appreciate the special challenges of modern brand equity management that require good brands to be both consistent and fresh at the same time—without compromising their integrity.
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