品牌老化是所有品牌都有可能面臨之問題，其是指主要消費者年齡層有逐漸提高的情況，在面臨品牌老化之際，企業可採取品牌年輕化之策略，使品牌得以吸引到比現階段年齡層還低的消費者，以維持品牌永續經營。
本研究以歐都納股份有限公司為個案，研究目的為探討個案歐都納消費者之現況及未來期望，接者，探討個案歐都納進行品牌年輕化之原因，並根據上述分析結果提供品牌年輕化策略性的建議。透過個案研究法及半結構式訪談法，蒐集公司的次級資料及產業概況，擬定訪談大綱，與執行品牌年輕化的高階主管訪談，並整理訪談內容，作為個案分析的重要資料來源。
經研究結果發現歐都納認為其品牌老化、主要消費者年齡層偏高，因此想要進行品牌年輕化，希望能降低消費者年齡層，吸引更多年輕客群。最後，本研究建議歐都納在進行品牌年輕化的過程中，可將品牌老化的原因分為產品、目標定位、行銷三個方面，進而細分出可以採用的策略，循序漸進的達成品牌年輕化的目標。

Brand aging is a problem that all brands may face. It refers to the gradual increase in the age of major consumers. Companies can adopt brand rejuvenation strategies to attract younger consumers and make the brand sustainable when facing brand aging.
This research takes ATUNAS as a case. This research adopts a case study method and semi-structured interview to conduct an interview with ATUNAS senior management executives and organize interview content as an important source of information for case analysis.
According to the research results, ATUNAS believes that its brand is aging, the current situation of main consumers is relatively older. Therefore, it wants to rejuvenate the brand, hoping to reduce the age of consumers and attract more young customers.
Finally, this research suggests that ATUNAS can divide the causes of brand aging into three aspects: product, target positioning, and marketing, and then subdivide the strategies that can be used to gradually achieve the goal of brand rejuvenation.

論文審定書...i
誌謝...ii
摘要...iii
Abstract...iv
Table of Contents...v
List of Figures...vii
List of Tables...viii
Chapter 1 Introduction...1
1.1 Research background...1
1.2 Research purposes...3
1.3 Research process...4
Chapter 2 Literature Review...6
2.1 Brand...6
2.2 Brand life cycle...7
2.3 Comparison of brand repositioning, rebranding and brand rejuvenation...8
2.4 Brand aging...10
2.5 Brand rejuvenation...11
Chapter 3 Research Design...14
3.1 Research framework...14
3.2 Research method...15
3.3 Data collection...17
Chapter 4 Case Study: ATUNAS...19
4.1 Industry introduction...19
4.2 Company introduction...22
Chapter 5 Case Analysis and Results...29
5.1 The core value of ATUNAS...29
5.2 The current situation and future expectations of ATUNAS consumers...30
5.3 Reasons for the higher age of consumers...32
5.4 Causes of brand aging...32
5.5 Why ATUNAS chose brand rejuvenation instead of rebranding...33
5.6 How to rejuvenate the brand...34
Chapter 6 Conclusion and Suggestion...36
6.1 Conclusion...36
6.2 Suggestion...39
6.3 Research limitations and future research recommendations...41
References...43
Appendix 1...48
Appendix 2...49

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