論文題目：『併購與品牌活化：以Aberdeen公司為例』
本研究將以哈佛個案研究之方式針對Aberdeen公司在併購Brighton公司之後的品牌活化重塑之整合行銷專案做一探討，個案公司是一家台灣老字號的壽險公司，向來以銀行通路、貴賓理財通路、團險、保經代多元行銷方式以「一步一腳印」哲學經營，並且標榜以自己的「低調、穩健、保守」為標的，並很自豪不做任何廣宣也可以在金融海嘯生存的很好，總資產扶搖直上。但在2009年併購外商Brighton公司後員工人數增加10倍，且突然間多了業務員通路納入業務行銷體系，被合併公司從一家高知名度的公司到無市場知名度之公司，兩家公司在合併後不管哪一方都在適應對方，不只如此個案公司也需要推出協助業務員通路展業增員的廣宣方案，否則不只無法符合被合併公司之需求，也無法符合被合併之保戶與其他利害關係人的期望。此時整合行銷專案經理人Ally加入個案公司的首要任務就是協助消弭雙方的不認識並且推出適切的整合行銷傳播案。主要的教學指引關鍵字會定義在「整合行銷傳播」、「品牌活化」等，藉由在已經步入中年階段的本土品牌Aberdeen公司併購年輕有活力的外商Brighton公司業務員通路後，面對市場、組織內外部利害關係人的期望值，Aberdeen公司各種提升品牌知名度與好感度的整合行銷案，是否發揮了它的功能與任務？並可供產學業界之整合行銷人員或者也處在品牌屆臨老化的企業主或因併購後而需要做品牌活化的企業參考，同時也可供學界之正在學習整合行銷傳播、品牌活化等相關議題的學生實務案例演練。
本研究動機在於如何從整合角度思考整合行銷傳播專案經理Ally的面臨的問題與困境，建立實務與理論之連結點。分析陳述將採取哈佛個案方式將個案從「品牌識別模糊危機」說明Aberdeen公司合併Brighton公司開始面臨到的品牌存續以及Brighton公司對於Aberdeen公司品牌資源質疑，用「整合行銷之品牌活化專案」探討Aberdeen公司在執行完整合行銷傳播計畫是否有成功做到品牌活化之目標?這部分將會引述專訪該專案各個不同利害關係人之看法。最後再經第二章之個案討論詳述Aberdeen公司之品牌活化整合行銷傳播專案之教學指引。

The purpose of this case study was to investigate how an integrated marketing communications brand activation project works when a case company acquires another company. The case company has carried out its business through multiple channels such as banks, VIP wealth management, group insurance and insurance agents, and is proud of its long established low-profile, and its stable and conservative manner of doing business. The company was predicted to survive well through the economic tsunami. In addition, the company assets increased tremendously during the economic hibernation. When the case company acquired the foreign brand Brighton Company, however, the number of employees was increased 10 times. They also had to incorporate individual sales agents into their business channel, which was a new situation for the case company. Most importantly, Brighton Company had to move their business from a very well-known company to a company which was almost unknown in the consumer market. This occurred at the same time the IMC project manager Ally joined the case company. Her main role was to amalgamate the two companies’ resources while helping to promote the right IMC project.
Another aim of this study is to find out the difficulties and dilemmas that faced Ally from an Integrated Marketing Communications’ point of view, while linking these real-world problems to theory in business practice. The descriptive method of this study undertakes the Harvard Case Study methodology which starts with the two companies’ culture conflict issues after mergers and acquisitions, how the way of doing brand management changed after discussions of brand activation IMC projects, and other related issues such as brand revision and activation. The results of the study can provide many concepts for IMC participators and for entrepreneurs who are also facing the issues of brand aging, and for businesses which have merged with and acquired other brands. It is a vibrant case study which can be a good resource for academic studies, especially for those who are learning notions of integrated marketing communications and brand activation.

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