廠商創業時，品牌形象的構思與執行，常由創業者主導，隨環境改變與組織發展，廠商 建構與消費者所認知的品牌形象，是否具一致性？為何以及如何尋求解決不一致性？成 為本研究主要議題。本研究運用隱喻抽取技術 (ZMET) 與品牌概念地圖，對個案公司進 行深度訪談。研究結果發現創業者品牌形象與創立時的願景最為接近，但易受自我強化 而產生慣性。行銷主管對環境變化較敏感，認知的品牌形象，除較具新構思外且與市場 較為貼近。門市人員雖遠離決策核心，但因與消費者互動，雖受自我主觀知覺影響，卻 是企業傳達品牌形象的主要管道，因此將其認知到的消費者品牌形象知覺，納入修正公 司所傳遞的品牌形象，有助於縮小公司與消費者之間的品牌形象差異。

During the start of a new business, the entrepreneur often conceives the brand image and leads in its implementation. As the environment changes and the organization development, are the brands images built by corporations and perceived by consumers consistent? Why and how should this inconsistency be resolved are the main topics of this study. This study conducted in-depth interviews with case study companies using Zaltman Metaphor Elicitation Technique (ZMET) and Brand Concept Map. The results of the study discover that the founder’s image of the brand is most closely aligned with the vision at the founding of the company; it is, however, vulnerable to inertia caused by self-reinforcement. Marketing managers are more sensitive to environmental changes. Their cognition of the brand image, asides from having new ideas, is also closer to the market. Front-line staff may be far from core decision-making, but because of their interaction with consumers, despite subjective influences, they are the primary channels in which corporations communicate their brand image. Therefore, including what front-line staff perceive consumer’s brand image in the brand image conveyed by the corporation is the best means to narrow the differences between internal and external brand images.

品牌形象; 隱喻抽取技術; 品牌概念地圖

brand image; Zaltman Metaphor Elicitation Technique; Brand Concept Map