截至2008年止，台灣健康食品產業的年產值已達到新台幣677億元，因此吸引了越來越多業者進入這個發展蓬勃的產業，同時也有越來越多的業者透過品牌建立的方式，來進入這個行業。 有鑑於此，本研究擬瞭解健康食品廠商品牌策略與品牌形象建立工具之運用特性以及原因。透過個案研究方式，本研究訪問若干國內健康食品業者，以了解其品牌經營的實務層面考量因素為何。 本研究發現健康食品業者係利用產品屬性及利益為品牌進行定位與競爭者形成差異，且運用多品牌與背書品牌策略來進行管理，並在衡量自身資源後，透過各種品牌形象建立工具，將品牌訊息傳遞出去，強化品牌形象於消費者心中。 As of 2008, the annual output value of Taiwan health food industry has reached NT$ 67.7 billion, thus attracting more and more businesses into this booming industry. Increasing number of companies with their own brands enter the industry. Therefore, this study tries to figure out the reason and utilization of characteristic of health food companies’ the brand strategies and the brand building tools. The thesis used case study method and in order to understand the practical aspects of brand management, the study was held by in-depth interview with unstructured questionnaire to a number of domestic companies. From the case study, this research got the conclusions as following: health food companies always use product attributes and benefits for customers to do brand positioning and differentiation from competitors, and managing its brands by multi-brand and endorsed brands strategies. They also operated the tools of brand image built to deliver messages which they want to tell customers, further making the brand image strengthened in the minds of consumers.
