越來越多成功的品牌，與設計者文化背景及產品獨特性有關，使企業創造品牌的價值與利潤，從蘋果執行長Steve Jobs的I-Pod、I-Phone到周杰倫唱片大賣，皆因為個人的背景、人格特質、獨特風格而造成旋風。代表東西方兩大卡通人物的美國Mickey Mouse以及日本Hello Kitty所跨足的營業方式很廣泛、涉略的產業更多、替母公司賺進了大把鈔票、品牌地位至今他牌無法比擬。
研究目的是運用Aaker的品牌策略理論，比較東西方兩個不同文化的卡通人物，針對他們的品牌策略進行異、同點的比較與分析；採取質化研究的比較研究法，透過專訪Disney授權公司品牌行銷人員及內部員工、Sanrio分公司的市場部相關人員以及一般消費者的問卷，運用三角驗證的方式，驗證兩個卡通人物品牌策略及執行成就，藉此找到品牌經營成功的關鍵因素。讓有志者或是從事卡通品牌、娛樂、文化、創意產業等…相關人員，找出可供參考的軌跡，藉由運用品牌策略理論成為品牌經營的頂尖人才。
研究後發現如下：
1.創辦人受文化的影響，從品牌創立與設計之初，就走不同的風格與路線。
2.東西文化雖然不同，運用Aaker品牌策略去分析，卻有相同的策略邏輯。
3.東西文化不同，運用Aaker品牌策略去比較後發現，都能使品牌經營與執行達到成功。
4.從消費者心理層面去分析，兩大品牌卡通人物都有正面評價，都能夠勾起消費者童年的回憶。
5.舊品牌的成功比較容易，但是要持續創新。
6.新品牌面臨更多環境變數，危機大更要不斷創新。

Cultural background of the brand creator and the product uniqueness are common elements to the success of a product brand nowadays. Personal background, character, and style, whether it is i Phone from Apple or CDs by Jay Chiu, lead to popularity and profitability of product brand created by an enterprise.
To financially benefit from global brand recognition and continuously build insurmountable position, Mickey Mouse from US and Hello Kitty from Japan are two excellent examples with innovative branding strategies that cover every conceivable business segment.
In terms of cultural background, based on Aaker theory, this study analyzes and compares similarities and differences of branding strategies of carton characters between East and West. Through qualitative observation and analysis, this study interviews authorized Disney brand marketing personnel and its internal staffs, marketing personnel at Sanrio and general consumer surveys, using the principles of methodological triangulation to correctly identify the elements of success to branding strategies.
This study offers references to those who are interested in areas such as carton character, entertainment, or cultural creative design to employ proper branding strategies to be successful in the market place.
The study concludes:
1.Different cultural effects of a founder lead to different style and path of conceptual design and production brand creation from the beginning.
2.With Aaker analysis, different cultural backgrounds lead to similar logic for branding strategy
3.With Aaker analysis, different cultural backgrounds lead to achieving similar levels of branding operation and execution
4.From consumer psychological perspective, both carton characters can quickly bring back wonderful childhood memories.
5.It is much easier to succeed for existing brands, however continued innovation is critical.
6.It is tougher challenges for new brands to survive, however, innovation is essential to remain in business.

一、中文部分：
1.Disney官方網站，www.disneyinternational.com
2.Disney官方網站，www.disney.com.tw
3.Disney官方網站，www.disneybox.com/wiki
4.Disney官方網站，www.disney.lovesakura.com
5.Sanrio官方網站，www.sanrio.com.tw
6.Sanrio官方網站，www.sanrio.co.jp/english/index.html
7.Wikipedia 網站，迪士尼公司相關資料整理。
8.Wikipedia 網站，三麗鷗公司相關資料整理。
9.哈佛商業評論（2000），專訪Disney董事長與執行長艾斯納。
10.吳克振編譯（2001），【品牌管理】，Kevin Lane Keller著，華泰文化事業股份有限公司。
11.梁漱溟(2003)，【東西文化及其哲學】。
12.李柚聲(2006)，【中華道學的一個新解釋】。
13.迪士尼學院(2007)，【迪士尼用服務感動客人】。
14.陳真吟（2001），卡通肖像衍生性產品產品代言力及消費者行為研究~以米老鼠及凱蒂貓為例。
15.張銘純（2002），品牌策略、組織系絡性變數、組織設計策略與品牌權益關係之研究。
16.陳晉華（2003），台灣代理國際品牌行銷策略與品牌強度關聯性之研究-以迪士尼公司為例。
17.王俐淳（2005），視覺偶像之造形偏好與意象研究—以Hello Kitty為例。
18.奚岳隆（2005），上學去3D動畫日本美國動畫差異之研究與創作
19.葛彥伶 （2007）品牌人物之塑造與管理-美日成功個案分析。
二、英文部分：
1.Aaker, David. A. (1996), Building Strong Brands, New York: The Free Press.
2.Aaker, David. A. and Erich Joachimsthaler. (2000), Brand Leadership, New York: Free Press.
3.Aaker, David. A. and Kevin L. Keller. (1990), “Consumer Evaluations of Brand,” Journal of Marketing, 54(1), P27-41.
4.Barrier, Michael (1999), Hollywood Cartoons: American Animation in Its Golden Age. Oxford: Oxford University Press.
5.Keller, Kevin. Lane (1993), “Conceptualizing, Measuring, and Managing Customer Base Brand Equity,” Journal of Marketing, 57, Jan., P.1-22.
6.Kotler, Philip (2000), Marketing Management, 10th edition, New Jersey: Prentice-Hall.
7.Mosley, Leonard (1985, 2002), Disney's World: A Biography. Chelsea, MI: Scarborough House.
8.Schickel, Richard and Dee, Ivan R (1967, 1985, 1997), The Disney Version: The Life, Times, Art and Commerce of Walt Disney. Chicago: Ivan R. Dee, Publisher.
9.Sherman, Robert B. and Sherman, Richard M. (1998), Walt's Time: From Before to Beyond.
10.Thomas, Bob (1991), Disney's Art of Animation: From Mickey Mouse to Beauty and the Beast. New York: Hyperion.
11.Thomas, Bob (1976, 1994), Walt Disney: An American Original.