21世紀全球產業競爭態勢不僅已跳脫降低生產成本思維，更從強調製造效能升級到美學經濟。再者，雖多年OEM及ODM的經驗已促使台灣代工品質足以成為iPod走紅全球的幕後推手，卻仍無法塑造一個享譽國際的品牌。Davis (2000) 強調，品牌是公司一項重要的資產，良好的品牌可以讓企業快速獲利，並達到成長目標。基本上，一個品牌的成功要有良好的產品品質來奠基，且良好的產品品質更須有好的設計。是故，「設計」優劣攸關「品牌」的好壞。回顧先前設計與品牌相關研究發現，現階段針對品牌聯想型態和產品特徵屬性之關聯性研究的探討仍屬缺乏。基此，以Motorola、Nokia和Sony Ericsson三個手機品牌為研究樣本，且有別於先前研究，本研究乃直接採用實體手機為研究樣本，因過去大部分研究大都採用2D/3D虛擬或3D原型機，除不具真實感外，更無法針對互動部分作更進一步的施測。本研究採用典型相關分析法，探討品牌聯想型態與產品特徵屬性間之關聯性；並以T檢定和單因子多變量變異數分析，瞭解受測者基本背景是否影響其對品牌聯想和產品特徵的認知。本研究的受測者共有70位 (男女各半)。研究主要發現有四：1) 手機的「產品特徵」對「品牌聯想」具有較大的影響效益；2) 在手機品牌聯想的部分，三個構面皆能正向提升總體效益，並以「知覺品質」為首要，其次為「品牌態度」和「品牌意象」；3) 在手機產品特徵的部分，「整合性」為主要且正向影響整體效益的構面，其次為「互動性」，唯有「獨特性」對於總體效益的提昇，呈反向效果；4) 受測者的個人基本資料會影響品牌聯想之「品牌意象」；而受測者的手機使用經驗，則對產品特徵之「整合性」產生影響。

The situation of world wide industrial competition in 21st century not simply and merely has divorced from reducing production cost, but also upgraded from laying stress on productivity to esthetic economic. Although Taiwan’s sophisticated experience in OEM and ODM over decades has contributed to “good quality” and become the pusher behind the curtain of the glorious iPod, she might still barely build up a well-known international brand. In fact, brand is an important asset of a company, and good brands can help enterprises to rapidly earn benefits and drive the growth in further. First and foremost, a successful brand should be found with good product quality, and good product quality should essentially be realized by its qualified design. Past studies in design and brand research domains on the explorations between between brand association and product features are (relatively) little. Thus, this study employed three various brands of mobile phones: Motorola, Nokia and Sony Ericsson with a total of 9 bar-type real mobile phones as samples to investigate the relationships between brand association and product features based on the Canonical correlation analysis. In addition to adopting t-test and Multivariate Analysis of Variance (MANOVA) to understand whether the basic background of the participants could affect their perceptions on brand association and product features. Different from the experiments of past studies with 2D/3D virtual models or 3D prototypes, this study employed real mobile phones as the samples, since 2D/3D illustrations can neither reflect sense of reality nor dynamically confer on product interaction. A total of 70 participants (half male and half female) participated in this study. Four major findings of this study are: 1) product features of mobile phones have stronger effects on brand association; 2) as for brand association, all three factors can positively strengthen the overall benefit; in sequence, perceived quality comes first and secondly the brand attitude following with brand image; 3) as for product features on mobile phones, integration is the major factor positively influences entire benefit following by interaction in the next place, only uniqueness shows negatively in raising overall benefit; 4) brand image from brand association has linkage to the personal information of the participants; and their user experiences have remarkable effects on the integration of product features.

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