B型企業品牌形象設計策略指標之研究──以綠藤生機為例

The B Corp Brand Image Design Strategy Indicators- A Case Study of Greenvines

B型企業（B Corp）是國際永續經營的新趨勢，本研究目的為建構B型企業品牌形象設計策略，提高其品牌競爭力，達到獲利及兼顧社會責任的雙贏局面。本研究應用「修正式德菲法」建構B型企業品牌形象設計策略指標，邀請專家進行設計策略指標之提煉與確認，以台灣B型企業「綠藤生機」作為研究個案進行驗證，驗證結果可作為其他B型企業建構品牌形象設計策略之參考。本研究結果提出策略指標有：（1）B型企業標準：治理透明化、共好共益、認證標的、人本思考。（2）品牌理念：品牌故事、品牌定位、品牌定位、品牌價值溝通、品牌承諾。（3）消費者認知：符號識別、情感連結、空間體驗。（4）品牌行銷：廣告活動、溝通管道、銷售與推廣。（5）產品與包裝：循環永續性、差異化、設計溝通、產品價值創造。

The 'people-oriented' spirit of B Corps is the new trend of international sustainable management. Most of the existing brand image strategies focus on general profit-making commercial brands, but this study constructs a brand image strategy for B Corps, hoping to improve its competitiveness through design strategies, to maximize the characteristics of B Corps, to achieve profitability and social value, and to give back to the world and society by making profits. This is a win-win situation. In this study, we applied the ' Modified Delphi Method,' to construct the strategic indicators of B Corps brand image design, and we used experts to help us understand the appropriateness and importance of the design strategies, and used the case of Taiwan's B Corps companies as a case study for verification, so that this study can be more reference. The strategic indicators are summarized as follows: (1) B Corps standards: transparency in governance, common good and common benefit, certification standards, and people-oriented thinking. (2) Brand concept: brand story, brand positioning, brand positioning, brand value communication, and brand promise. (3) Consumer awareness: symbolic recognition, emotional connection, spatial experience. (4) Brand marketing: advertising campaign, communication channel, promotion and marketing. (5) Product and packaging: cycle sustainability, differentiation, design communication, product value creation.