近年來，企業逐漸意識到品牌能夠為其帶來不容小覷的競爭優勢與附加效益，因此，品牌管理成為企業經營管理中不可或缺的一環。由於受到信賴的品牌價值衡量報告能夠呈現品牌在市場上的地位與在顧客心目中的形象，企業對於品牌價值衡量之重視程度提升。
諸多學者提出若干相關性研究，包括品牌權益與顧客感知價值、品牌與創新、創新與專利、專利類型與產品創新等相關性探究。根據文獻探討，可以知悉專利指標係為衡量創新績效之合適指標。然而，本研究發現先前專利指標相關文獻並未對於專利類型進行區分。據此，本研究以前述為動機，建構本研究目的為區別專利類型，並觀察不同專利類型是否會對品牌價值造成差異性影響。
本研究係以2019年度Brand Finance公司出版的「美國品牌價值500大」報告書中的品牌價值公開資料作為應變數。根據文獻探討，選用發明專利公告件數、設計專利公告件數、發明專利被引證次數與設計專利被引證次數作為自變數，並使用我國經濟部智慧財產局全球專利檢索系統取得前述專利資料。此外，專利件數與規模會因不同技術密集程度而有所差異，將研究樣本分為高、中、低三種技術密集領域。
本研究係使用多元迴歸分析法進行研究假說檢定，研究結果條列如下：
一、在高技術密集領域中，設計專利對於品牌價值的影響遠高於發明專利。
二、在中技術密集領域中，發明專利對於品牌價值的影響高於設計專利。
三、在低技術密集領域中，多元迴歸模型不具統計解釋意義。
根據研究結果可以發現，在不同技術密集領域中，不同專利類型對於品牌價值的影響程度係有差異性存在。

In recent years, companies have realized that brands can bring competitive advantages and additional benefits. Therefore, brand management has become an indispensable part of business management. Since the trusted brand evaluation report can show the brand's position in the market and its image in the customer's mind, companies pay more attention to brand value measurement.
Many scholars have proposed researches on the relevance of several topics, including the relationship between brand equity and customer perceived value, brand and innovation, between innovation and patent, patent type and product innovation, et cetera. According to the literature review, we have known that the patent indicator is a suitable index for measuring innovation performance. However, the previous researches on patent indicators did not consider different patent types. Thence, our purpose is to differentiate the types of patents and observe whether the differentiation will have differential impacts on brand value.
In the research, we use the brand value in the report of "US 500 2019" published by Brand Finance as the dependent data. Based on the literature review, we also choose the number of granted invention patents, the number of granted design patents, the number of invention patent forward citations, and the number of design patent forward citations as the independent variables obtained by using the Global Patent Search System of Taiwan Intellectual Property Office. In addition, since the number and scale of patents vary according to the degree of technology intensity, we divide our sample into high, medium, and low technology-intensive areas.
We use multiple regression analysis to test the hypothesis, and the results are listed as follows:
1. In the high technology-intensive area, design patents have higher impacts on brand value than invention patents.
2. In the medium technology-intensive area, invention patents have higher impacts on brand value than design patents.
3. In the low technology-intensive area, multiple regression models have no statistical significance.
According to the research results, we have found that different patent types have differential impacts on brand value under distinct technology-intensive areas.

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