本研究探討在以實踐品牌資產(Brand Equity)的前提下，品牌傳播(Brand Communication)在B2B市場中對品牌覺察(Brand Awareness)的影響。本研究採個案案例研究及半結構式深度訪談，探討三間產業型態及母公司所在國家不盡相同的B2B公司，了解企業如何運用不同型態的品牌溝通建立、維持並追蹤利益相關者(Stakeholders)對該公司的品牌覺察。B2B市場中強調與供應鏈上下游的廠商建立長期的互利關係，品牌覺察的建立使品牌能更佳運用關係行銷(Relationship marketing)增加其關係的穩定性。另外，在B2B公司進行品牌溝通時，品牌及溝通渠道之間的關聯性建立為首要考量，以確保品牌溝通的一致性。本研究發現B2B公司認同品牌溝通的重要性，但其重要性程度程度因品牌各自考量而不盡相同，現今對於品牌意識評估的方法上也缺乏共識。本研究結果提供進一步了解企業進行品牌覺察建立的實務經驗及方法，並提出B2B市場中品牌傳播的理論及實務運作的建議和未來研究方向。

The study explores the impact of brand communication on brand awareness in the B2B market on the premise of realizing brand equity. By adopting cross-industry case studies combined with semi-structured interviews, the study aims to examine three B2B companies on how B2B brands utilize a variety of brand communication to establish, maintain, and track stakeholders' brand awareness toward the brand.
While the B2B market emphasizes the importance of long-term mutually beneficial relationships with stakeholders in the network, the establishment and maintenance of brand awareness enable B2B brands to better apply relationship marketing to increase the stability of their relationships. In addition, when B2B companies conduct brand communication, the linkage between the brand and communication channels is the primary consideration to ensure the consistency of brand communication.
However, this study found that although B2B brands recognize the importance of brand communication, the degree of importance varies depending on the brand's individual considerations. Furthermore, there is still a lack of consensus on the methods of brand awareness evaluation. The results of this research provide a further understanding of the practical experience of B2B companies' brand awareness establishment as well as offer suggestions and future research directions on the theory and practical operation of brand communication in the B2B market.

Table of Contents
論文審定書 i
中文摘要 ii
Abstract iii
Table of Contents iv
List of Figures vi
List of Tables vii
Chapter 1 1
1.1 Research Background 1
1.2 Research Motivation and Objectives 2
1.3 Research Questions 4
1.4 Organization of the Thesis 4
Chapter 2 6
2.1 Brand Equity 6
2.2 Brand Awareness 8
2.3 Brand Awareness Building Approaches: PSESAI model 10
2.4 Brand Awareness in the B2B Market 12
2.5 Proposition 13
Chapter 3 14
3-1 Case Selection 15
3-1-1voestalpine 15
3-1-2 Chung Hung Steel Corporation 16
3-1-3 O’right 18
3-2 Interviews 18
Chapter 4 21
4-1 Brand communication on brand awareness as B2B brand 21
4-2 Rationale of brand awareness building approaches chosen 22
4-3 Tracking of the approaches 27
4-4 Conclusion 29
Chapter 5 31
5.1 Research Finding 31
5.2 Theoretical Implications 32
5.3 Managerial Implications 33
5.4 Limitation and Future Directions 34
References 37
Appendix 43

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