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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
() 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
()
()
()
()
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(02)2705-5066
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
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1-4
Unit
LE
SA
20
008
() 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
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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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(02)2705-5066
015
1.
2.
3.
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1-8
Unit
L
SA
CEO
600
()
()
()
1.
(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
SA
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
106 3 3 9 4
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