如果「品牌」是一項產品，現今不論是零售業、服務業或是生產製造業等等，對於「品牌」的產出與經營是越來越重視。甚至更多的產業也都很需要這項產品，也就是說越來越多的產業，很需要「品牌」這項產品。廣義地來看「品牌」代表著專業、價值、文化、甚至是傳承。
「品牌經營管理」不是設計出一套流程，按照流程就能將其營業目標達成的，期間的過程中有許多的因變數，例如：顧客的喜愛、當季的流行趨勢等等，都會使管理過程中產生狀況，有好也有壞。不論是好是壞，過程中「品牌經營管理」是需要全面性的思考與計畫，以落實「品牌經營管理」的目的，在瞬息萬變的消費市場建立品牌價值，為企業帶來營收，並有建立良好的顧客關係、穩定顧客忠誠度。
從品牌定位之思考 包括其市場性與目標客層的設計，以及在品牌發展過程中不同階段，面臨不同的問題或挑戰時的決策思考應對與執行，如何讓品牌生命延續、價值提升以及持續保有市場的競爭力，以做到品牌之永續。
本文管理個案品牌－NARA CAMICIE，其起心動念是以女性白色襯衫之概念而成為的服裝品牌，在應對多變的市場中，成功地保有其獨特性與建立其市場性。透過案例的探討，可以讓學習者了解到，個案品牌在運營過程中其所面臨困境與挑戰，是如何突破並建立其品牌價值與定位。透過本論文，了解其策略之運用，並能從中獲得不同角度的啟發，進而在日後碰到類似狀況時，可觸類旁通、增加思考的層面，確保決策的執行成效。

If a "brand" is regarded as a product, whether in the retail industry, service industry, or manufacturing, etc., The output and management of the product "brand" is becoming more and more important and ingenious. Even more industries are gradually realizing that the industry itself needs this product, which means that more and more industries need "brand" products. In a broad sense, "brand" represents its professionalism, value, culture, and even inheritance.
"Brand management" is not about designing a set of processes and following those processes to achieve its business goals. There are many dependent variables in the process, such as customers' favorites, current season's fashion trends, etc., and even It is a sudden event that will cause situations in the management process, whether good or bad. In all situations, the process of "brand management" requires comprehensive thinking and planning to implement the purpose of "brand management". Establish brand value in the rapidly shifting consumer market, bring revenue to the company, and establish good customer relationships and stabilize customer loyalty.
From the perspective of brand positioning, it includes the design of its marketability and target audience, the decision-making, response and implementation of different problems and challenges in each stage of the brand development process, and how to prolong the life of the brand, enhance its value and maintain the market competitiveness. To achieve the sustainability of the brand.
The case of brand management in this article - NARA CAMICIE, a clothing brand developed from the concept of women's white shirts, has successfully maintained its uniqueness and established its marketability in response to various markets. Through the discussion of the case, the learners can understand the difficulties and challenges faced by the case in the operation process, and how to break through these problems and establish its brand value and positioning. Through this article, we can understand the application of its strategies, and can obtain inspiration from different angles, so that when we encounter similar situations in the future, we can draw parallels from inference and increase the level of thinking to ensure the effectiveness of decision-making.

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