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Mailyjju@mdu.edu.tw

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III

III

Unit 1-1

002

Unit 1-2

004

Unit 1-3

006

Unit 1-4

008

Unit 1-5

010

Unit 1-6

012

Unit 1-7

014

Unit 1-8

016

Unit 1-9

018

Unit 1-10

Unit 2-1

()

024

Unit 2-2

()

026

Unit 2-3

028

Unit 2-4

030

Unit 2-5

032

Unit 2-6

034

Unit 2-7

036

IV

020

()

Unit 3-1

040

Unit 3-2

042

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Unit 3-3

044

Unit 3-4

046

Unit 3-5

048

Unit 3-6

050

Unit 3-7

052

Unit 3-8

054

Unit 3-9

056

Unit 3-10

058

Unit 3-11

060

Unit 3-12

062

()

Unit 4-1

066

Unit 4-2

068

Unit 4-3

070

Unit 4-4

072

Unit 4-5

074

Unit 4-6

076

Unit 4-7

078

Unit 4-8

080

Unit 4-9

082

Unit 4-10

084

Unit 4-11

086

Unit 4-12

088

Unit 5-1

092

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Unit 5-2

094

Unit 5-3

096

Unit 5-4

098

Unit 5-5

100

Unit 5-6

102

Unit 5-7

104

Unit 5-8

106

Unit 5-9

108

Unit 5-10

110

Unit 6-1

114

Unit 6-2

116

Unit 6-3

LOGO

118

Unit 6-4

120

Unit 6-5

122

Unit 6-6

124

Unit 6-7

126

Unit 6-8

128

Unit 6-9

130

Unit 6-10

132

Unit 6-11

134

Unit 6-12

136

VI

Unit 7-1

140

Unit 7-2

142

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Unit 7-3

144

Unit 7-4

146

Unit 7-5

148

Unit 7-6

150

Unit 7-7

152

Unit 7-8

154

Unit 7-9

156

Unit 7-10

158

Unit 7-11

160

Unit 7-12

162

Unit 7-13

164

Unit 7-14

166

Unit 8-1

Brand Diagnosis

170

Unit 8-2

172

Unit 8-3

174

Unit 8-4

176

Unit 8-5

178

Unit 8-6

180

Unit 8-7

182

Unit 8-8

184

Unit 8-9

186

Unit 8-10

188

Unit 8-11

190

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VII

Unit 9-1

194

Unit 9-2

196

Unit 9-3

198

Unit 9-4

200

Unit 9-5

202

Unit 9-6

204

Unit 9-7

206

Unit 9-8

208

Unit 9-9

210

Unit 9-10

212

Unit 9-11

214

VIII

10

Unit 10-1

218

Unit 10-2

220

Unit 10-3

222

Unit 10-4

224

Unit 10-5

226

Unit 10-6

228

Unit 10-7

230

Unit 10-8

232

Unit 10-9

234

Unit 10-10

236

Unit 10-11

238

Unit 10-12

240

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Unit 10-13

11

242

Unit 11-1

246

Unit 11-2

248

Unit 11-3

250

Unit 11-4

252

Unit 11-5

254

Unit 11-6

256

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IX

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Unit 1-1
Unit 1-2
Unit 1-3
Unit 1-4
Unit 1-5
Unit 1-6
Unit 1-7
Unit 1-8
Unit 1-9
Unit 1-10

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1-1

Unit

Brand
LE

SA

Brand

() American Marketing Association AMA


N a m e Te r m S i g n
SymbolDesign

() Philip Kotler
002

() Mullen

() Farquhar NameSymbol
MarkValue

() Richard Koch

() Booz AllenHamilton

20139000

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003

&

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1-2

Unit

LE

SA

IBMThomas J. Watson
Good design is good business.

004

() Misha Black Misha Black


International Council of Societies of Industrial Design, ICSID

() Neil McilvaineIndustrial Designers Society of


America, IDSA

()

()

()
()

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005

1.
2.
3.
4.

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1-3

Unit

LE

SA

()

()

006

() Mary Follet

( ) Koontz

() Peter Drucker

()

()

()

1.
2.
(1)

(2)
(3)
FedEx
()

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(02)2705-5066

007


Disney1980
brand audit

fun, family and entertainment

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1-4

Unit

LE

SA

20

Design Management 1965


The Royal Society of Arts, RSA

008

( ) Earl Powell Design Management


Institute

() Farr M.

() 2002

()

1.
2.

F
1.30Design for Function2.50Design
for Friendly3.70Design for Fun4.90
Design for Fancy5.21Design for Feeling

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OEM

ODM

O BM

009

Original Equipment Manufacture, OEM


Original Design Manufacture,
ODMOriginal Brand Manufacture,
OBM

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1-5

Unit

LE

SA

010

iPhone
iPhone60%70%
2%

()
1.

2.

()

( ) Internal
BrandingExternal Branding

()

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3
4

2 WTO

011

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1-6

Unit

L
SA

()

()

( ) Philanthropy &
CharitySport EventsGreen Marketing

012

1.

2.Kleenex

1. 2.
3. 4.
5.

() Experiencial-Oriented

() Functional-Oriented

() Symbolic-Oriented

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013

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1-7

Unit

L
SA

()

()

1.P&G

014

2.

()

()

() OEMODM

()

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015


1.
2.

3.

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1-8

Unit

L
SA

CEO
600

()

()
()
1.

2.K. L. Keller, 2003(1)


016

(2) (3)
(4) (5) (6)
(7) (8)
(9) (10)

Proliferation

20 80

()

()

()
Acer Gateway Packard Bell
eMachines

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017

1-9

Unit

Brand Equity
LE

SA

Didier

Grumbach 20
20

Brown1985
5,0001

018

ROSDENTON
8,0002009 Asus
Eee PC
CES1,000

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019

5,000

20


10101

ESPACE
LED

BenQ 300

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1-10

Unit

LE

SA

() 1.
2.3.4.
5.6.7.
8.

()

020

()

()

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11

2008

10

2008

021

Sony

2008
2008

Sony
Rosenthal
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Unit 2-1 ()
Unit 2-2 ()
Unit 2-3
Unit 2-4
Unit 2-5
Unit 2-6
Unit 2-7

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2-1
()
Unit

(1) (2) (3) (4)


LE

SA

(5) (6) (7)

024

20

Brand Awareness

1.
2.3.
4.5.
6.

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. .
, 2013.12

ISBN 978-957-11-7395-5 ()
1.2.
496

102021718

1FSA










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