A Study of International Brand Management From the perspective of Intellectual Property

品牌的形成要素相當多元，除了品牌名稱、廣告、產品外，也包含了商譽、企業文化以及形象等，正因品牌代表了某一特定企業所提供的服務或產品，消費者方能清楚的辨別產品的來源，經過時間對於品牌認識的了解進而可能產生信賴與忠誠。 雖然品牌的重要性迄今受到企業的重視，可惜企業對於智慧財產權與品牌之間的關係較不關心，可能認為品牌申請商標後即萬事俱備，並未考慮以多方面的智財權給予品牌更為周全的保護和支持，加上智財權的保護非遇到權利侵害時，甚難看出其價值，更導致企業對於品牌相關智財議題的忽視。故本論文主旨乃試圖探討品牌與智慧財產權之間的互動關係，並特別對於品牌向國際發展時可能遇到的問題多加著墨。 本研究將品牌相關的經營管理理論以及相關的智慧財產權法整理匯整後，分析歸納企業在建立國際品牌時可能遇到的問題、可採行的步驟、智財策略等，希望能提供企業進軍國際時的決策參考；而後，本研究選擇以Procter & Gamble 中國、LINE Corporation以及騰訊微信做為個案研究之標的，進行品牌相關的策略分析以及蒐集商標、設計專利等資料，以分析此這三個品牌在中國的經營狀況，最後根據分析結果給與其品牌相關的智財建議。 研究顯示企業在品牌相關的智財布局或多或少仍有疏忽之處，唯有品牌與智財兩者密切配合，方能讓企業享受品牌所帶來的美好成果。故建議企業應在品牌發展時，即將智財議題納入考量，並且以智財/商標管理系統管理密切追蹤品牌與智財權的狀態。Brand is composed of many different elements such as brand name, slogan, products and firm’s culture etc. Brand helps customers to tell the difference from one product to another. Strong brands can lead to higher profit through great brand royalty or brand awareness. Although firms has noticed the importance of brands, firms pays little attention to the relationship between intellectual property and brand. Most company might feel that having trademark is quiet enough. Moreover, not until their brand is harmed by other competitors will the firms realize the value of intellectual property rights. This research discuss the interrelationship between IP and brand. Especially the issue related to making an international brand. After collecting and organizing brand management and intellectual property law, this research trys to analyze the problems firms might meet, the steps firms could take and the IP strategy firms could use. Then, this research take Procter & Gamble China, LINE Corporation, Wechat as case study objects. By analyzing their brand strategy and IP rights they own, the research comes out the conclusion and some advises for managing brands. According to the case study above, firms somewhat ignored parts of intellectual property protection of the brands. Firms must take IP protection in to account while the very beginning stage of making a brand. Also, firms should use intellectual property management system to check the status of IP rights and the brands