隨著代工製造的利潤日趨微薄，往昔台灣企業賴以生存之降低成本能力，已逐漸無法為其帶來持續的成長，近年來，愈來愈多的企業尋求轉型發展自有品牌，而政府部門亦透過相關組織與各項計畫，積極推動並予以協助輔導，期望藉由自有品牌的建立來創造企業差異化優勢，並進而提升產品的附加價值。
綜觀過去學者研究可以發現，品牌形象與產品設計不但均為企業獲得差異化競爭優勢之主要工具，且兩者的關係亦存在著極為緊密之鏈結。企業透過塑造明確之品牌形象與競爭者形成有效區隔，並進而取得目標顧客的認同，而產品設計即扮演著品牌與消費者溝通之主要媒介與工具，透過具體的產品設計將抽象的品牌形象清晰傳達，讓品牌與產品均在消費者心目中留存無法替代之價值。
隨著學者與實務界對於品牌與設計相關議題的日趨重視，本研究即針對獲得台灣精品獎與國家產品形象獎之廠商進行研究，結合品牌形象與產品設計兩項因素，探討其對於新產品開發績效之影響。本研究以問卷方式進行實證分析，總計發放600份問卷，共回收有效問卷108份，有效問卷回收率為18%，研究分析結果如下所述：
1.產品設計對於新產品開發績效具有顯著正向的影響，
即愈重視產品設計的廠商，其所獲得之新產品開發績
效愈高。
2.企業訴求不同的品牌形象會著重不同的產品設計重
點。訴求功能性品牌形象之企業，顯著較為重視產品
之工程設計；而訴求知覺性品牌形象之企業，則顯著
較為重視產品之外觀與形象設計。
3.不同品牌形象與產品設計搭配，對於新產品開發績效
具有影響。訴求功能性品牌形象之企業，採取工程導
向的產品設計，會獲得比採取美學導向者更佳之新產
品開發績效；而訴求知覺性品牌形象之企業，則無法
僅依靠採取美學導向的產品設計，即獲得較佳之新產
品開發績效。

As the profit of OEM decreases gradually, the cost-down ability of Taiwanese companies can not bring the growth continuously. In recent years, more and more companies try to develop their own brand, and the government also assists them through related organizations and projects. Companies want to create differential advantage through establishing their own brands, and then improve added value of products.
According to the literature review, brand image and product design are not only the main tool to obtain the differential advantage, but also have a much closed relationship. Companies distinguish themselves from the other competitors by establishing the clear brand image, and product design plays an important medium to convey the brand image specifically.
This research studies the companies that obtain the Taiwanese Symbol of Excellence and National Awards of Excellence with the survey of questionnaires. I combine the two important factors: brand image and product design, and probe into their influence on new product development performance. 600 copies of questionnaire were issued, while 121 copies were returned and 108 copies were effective. The main important results of this research are mentioned below:
1.Product design has positive influence on new
product development performance. This means
when companies put more emphasis on their
product design, they get higher new product
development performance.
2.When companies convey different brand images,
they emphasize the different key points of
product design. Companies that convey the
functional brand image put more emphasis on
the design of engineering; companies that
convey the sensory brand image put more
emphasis on the design of appearance and
symbol.
3.The collocation of brand image and product
design has influence on new product
development performance. When companies convey
the functional brand image, taking the design
of engineering brings higher new product
development performance than taking the design
of aesthetics; nevertheless, when companies
convey the sensory brand image, they can not
get higher new product development performance
through taking the design of aesthetics merely.

一、中文部分
1.Donald A. Norman(2004)著，翁鵲嵐、鄭玉屏、張志傑譯，情感設計：我們為何喜歡(或
討厭)日常用品，台北：田園城市，初版。
2.司徒達賢(1995)，策略管理，台北：遠流。
3.台灣品牌網站：http://www.brandingtaiwan.com.tw，瀏覽時間：2006年5月。
4.台灣精品獎網站：http://taiwaninnovalue.com，瀏覽時間：2006年5月。
5.唐呈聖(2000)，「獲得2000年台灣優良設計產品之設計策略研究」，國立台灣科技大學
工商業設計研究所未出版碩士論文。
6.許士軍(1983)，現代行銷管理，台北：商務印書館。
7.張文智(1998)，「設計政策與設計策略在產品設計之應用」，工業設計，第二十七卷第
一期，2-7頁。
8.陳文印(1986)，「策略性設計計畫的觀念架構」，工業設計，第五十四期，48-52頁。
9.陳順宇(2004)，多變量分析，台北：華泰，第三版。
10.陸定邦(1993)，「設計策略過濾系統」，成功大學學報，第二十八卷，科技醫學篇，
75-91頁。
11.設計雙月刊122期(2005)，「用設計打動人心，享受快樂科技」，台北：台灣創意設計
中心。
12.黃東明(1996)，「產品設計策略形成架構建立之研究」，國立成功大學工業設計研究所
未出版碩士論文。
13.黃哲誠(2003)，「事業策略、產品設計策略、設計部門角色對新產品開發績效之影
響」，國立中央大學企業管理研究所未出版碩士論文。
14.賴士葆(1990)，研究發展/行銷/製造三部門互動與新產品開發績效相關之研究，台北：
華泰。
15.劉美慧(1999)，「不同創新類型下新產品發展階段跨部門互動之探討」，國立中央大學
企業管理研究所未出版碩士論文。
16.劉嘉偉(2002)，「新產品發展活動中行銷與工業設計部門互動程度與績效之相關性研
究」，國立政治大學科技管理研究所未出版碩士論文。
二、英文部分
1.Aaker, D. A. (1996), “Measuring Brand Equity Across Products and Markets,”
California Management Review, 38 (Spring), 102-120.
2.Baxter, M. (1995), Product Design: A Practical Guide to Systematic Methods
of New Product Development, Chapman & Hall, U.K.
3.Biel, A. (1992), “How Brand Image Drives Brand Equity,” Journal of
Advertising Research, 32, 6-12.
4.Bloch, P. H. (1995), “Seeking the Ideal Form: Product Design and Consumer
Response,” Journal of Marketing, 59 (3), 16-29.
5.Booz, Allen and Hamilton (1982), New Product Management for the 1980s, New
York: Booz Allen and Hamilton Inc.
6.Bullmore, J. (1984), “The Brand and Its Image Revisited,” International
Journal of Advertising, 3, 235-238.
7.Cagan J, Vogel C. M. (2002), Creating Breakthrough Products: Innovation from
Product Planning to Program Approval, Financial Times Prentice Hall, Upper
Saddle River, USA.
8.Chang, W. C. and Hsu, Y. (2005), “Strategic Groups, Performance, and Issues
related to Product Design Strategy,” International Journal of Innovation
Management, 9 (2), 133-154.
9.Cooper, R. G. (1984), “The Strategy-Performance Link in Product
Innovation,” R&D Management, 84 (4), 247-259.
10.Cooper, R. G. and Kleinschmidt, E. J. (1996), “Winning Business in Product
Development: The Critical Success Factors,” Research Technology
Management, 10 (4), 18 - 29.
11.Creusen, Marielle E. H. and Schoormans, Jan P. L. (2005), “The Different
Roles of Product Appearance in Consumer Choice,” Journal of Product
Innovation Management, 22, 63-81.
12.DiMingo, Edward (1988), “The Fine Art of Positioning,” Journal of
Business Strategy, 9 (March/April), 34-38.
13.Dobni, D. and Zinkhan, G. M. (1990), In Search of Brand Image: A Foundation
Analysis, Advance in Consumer Research, Vol. 17, Goldberg, M.E., Gorn, G. &
Pollay, R. W. eds., Provo, UT: Association for Consumer Research, 110-119.
14.Gemser, G. and Leenders, Mark A. A. M. (2001), “How Integrating Industrial
Design in the Product Development Process Impacts on Company Performance,”
Journal of Product Innovation Management, 18, 28-38.
15.Graeff, T. R. (1996), “Using Promotional Messages to Manage the Effects of
Brand and Self-image on Brand Evaluations,” Journal of Consumer Marketing,
13 (3), 4-18.
16.Griffin, A. and Page, A. L. (1993), “An Interim Report on Measuring
Product Development Success and Failure.” Journal of Product Innovation
Management, 10 (4), 291-308.
17.Groupe Bernard Juilhet (1995), French SMEs, and design, Research by order
of the French Ministry of Industry (in French) Paris.
18.Handfield, R. B., Ragatz, G. L., Peterson, K. J. and Monczka, R. M. (1999),
“Involving Suppliers in New Product Development,” California Management
Review, 42(1), 59-82.
19.Herzog, H. (1963), Behavioral Science Concepts for Analyzing the Consumer,
Marketing and the Behavioral Sciences, Perry Bliss ed., Boston: Allyn and
Bacon Inc., 77-86.
20.Hsieh, M. H., Pan, S. L. and Setiono, R. (2004), “Product-, Corporate-,
and Country-Image Dimensions and Purchase Behavior: A Multicountry
Analysis”, Journal of the Academy of Marketing Science, 32 (3), 251-270.
21.Keeley, L. (1992), The Strategic Palette, Communication Art, May-June, 134-
139.
22.Keller, K. L. (1993), “Conceptualizing, Measuring, and Managing Customer-
Based Brand Equity,” Journal of Marketing, 57 (1), 1-22.
23.Kotler, P. and Rath, G. A. (1984), “Design: A Powerful but Neglected
Strategic Tool,” Journal of Business Strategy, 5 (2), 16-21.
24.Kotler, P. (1994), Marketing Management 8th ed., Prentice-Hall, New Jersey.
25.Kotler, P. (2002), Marketing Management 11th ed., Pearson Education Inc.
26.Levitt and Pheodore (1966), “Innovation Imitation,” Harvard Business
Review, 63-41.
27.McDonagh, D., Bruseberg, A. and Haslam, C. (2002), “Visual Product
Evaluation: Exploring Uses’ Emotional Relationship with Products,”
Applied Ergonomics, 33, 231-240.
28.McGrath, M. E. and Romeri, M. N. (1994), “From Experience - The R&D
Effectiveness index: A metric for product development performance,”
Journal of Product Innovation Management, 11 (3), 213-220.
29.Mozota, B. (1990), Design as a Strategic Management Tool, In Mark Oakley
ed., Design Management: A handbook of issues and methods, 73-84, Cambridge,
MA: Basil Blackwell Inc.
30.Nagamachi, M. (1995), “Kansei Engineering: A New Ergonomics Consumer-
oriented Technology for Product Development,” International Journal of
Industrial Ergonomics, 15 (1), 3-11.
31.Newman, J. W. (1957), “New Insight, New Progress for Marketing,” Harvard
Business Review, 35 (November/December), 95-102.
32.Nixon, B. (1998), “Evaluating Design Performance,” International Journal
of Technology Management, 17 (7/8), 814-829.
33.Nunnally, J. (1978), Psychometric Theory 2nd ed., New York: McGraw-Hill.
34.Oakley, M. (1990), Design and Design Management, In Mark Oakley ed., Design
Management: A handbook of issues and methods, 3-14, Cambridge, MA: Basil
Blackwell Inc.
35.Olson, E. M., Walker, O. C. and Ruekert, R. W. (1995), “Organizing for
Effective New Product Development: The Moderating Role of Product
Innovativeness,” Journal of Marketing, 59, 48-62.
36.Oxenfeldt, A. R. and Swann, C. (1964), Management of the Advertising
Function, Belmont, CA: Wadsworth Publishing Co.
37.Page, C. and Herr, P. M. (2002), “An Investigation of the Processes by
Which Product Design and Brand Strength Interact to Determine Initial
Affect and Quality Judgments,” Journal of Consumer Psychology, 12 (2), 133-
147.
38.Park, C. W., Jaworski, B. J. and MacInnis, D. J. (1986), “Strategic Brand
Concept-Image Management,” Journal of Marketing, 50 (October), 135-145.
39.Reynolds, T. J. and Gutman J. (1984), “Advertising as Image Management,”
Journal of Advertising Research, 24 (February/March), 27-38.
40.Rio, A. B., Vázquez, R. and Iglesias, V. (2001), “The Effects of Brand
Associations on Consumer Response,” Journal of Consumer Marketing, 18 (5),
410-425.
41.Roth, M. S. (1995), “The Effects of Culture and Socioeconomics on the
Performance of Global Brand Image Strategies,” Journal of Marketing
Research, 32, 163-175.
42.Ryans, A. B. (1988), “Strategic Market Entry Factors and Market Share
Achievement in Japan,” Journal of International Business Studies, 19
(Fall), 389-409.
43.Schmitt, B. H. and Simonson, A. (1997), Marketing Aesthetics: The Strategic
Management of Brands, Identity, and Image, New York: The Free Press.
44.Smith, D. C. and Park, C. W. (1992), “The Effects of Brand Extensions on
Market Share and Advertising Efficiency,” Journal of Marketing Research,
29 (August), 296-313.
45.Shocker, A. D. and Srinivasan V. (1979), “Multiattribute Approaches for
Product Concept Evaluation and Generation: A Critical Review,” Journal of
Marketing Research, 16 (May), 159-180.
46.Song, X. M. and Montoya-Weiss M. M. (1998), “Critical Development
Activities for Really New versus Incremental Products”, Journal of Product
Innovation Management, 15(2), 124-135.
47.Song, X. M. and Parry, M. E. (1997), “The Determinants of Japanese New
Product Successes,” Journal of Marketing Research, 34 (1), 64-76.
48.Souder, W. E. (1988), “Managing Relations Between R&D and Marketing in New
Product Development Projects,” Journal of Product Innovation Management, 5
(March), 6-19.
49.Souder, W. E. and Song, X. M. (1997), “Contingent Product Design and
Marketing Strategies Influencing New Product Success and Failure in U.S.
and Japanese Electronics Firms,” Journal of Product Innovation Management,
14, 21-34.
50.Souder, W. E., Sherman, J. D. and Cooper, R. D. (1998), “Environmental
Uncertainty, Organizational Integration, and New Product Development
Effectiveness: A Test of Contingency Theory,” Journal of Product
Innovation Management, 15(6), 520–533.
51.Stompff, G. (2003), “The Forgotten Bond: Brand Identity and Product
Design,” Design Management Journal, 14 (1), 26-32.
52.Szymanski, D. M., Bharadwaj, S. G. and Varadarajan, P. R. (1993),
“Standardization Versus Adaptation of International Marketing Strategy: An
Empirical Investigation,” Journal of Marketing, 57 (October), 1-17.
53.Temple, P. and Swann, P. (1995), “Competitions and Competitiveness: The
Case of British Design Awards,” Business Strategy Review, 6 (2), 41-52.
54.Veryzer, R. W. (1998), “Discontinuous Innovation and the New Product
Development Process,” Journal of Product Innovation Management, 15 (4),
304-321.
55.Walsh, V. (1995), “The Evaluation of Design,” International Journal of
Technology Management, 10 (4/5/6), 489-510.
56.Wind, Y. (1973), “A New Procedure for Concept Evaluation,” Journal of
Marketing, 37 (October), 2-11.
57.Wortzel, R. (1979), Multivariate Analysis, New Jersey: Prentice Hall.
58.Yamamoto, M. and Lambert, D. R. (1994), “The Impact of Product Aesthetics
on the Evaluation of Industrial Products,” Journal of Product Innovation
Management, 11, 309-324.