台灣過去的經濟發展以傳統的製造業為主，隨著產業結構的變化，與知識經濟時代的來臨，逐漸發展出電子代工、與其他新興的高科技產業。但純粹的製造業在中國、印度、越南、等新興國家低成本的競爭下，已面臨嚴重的挑戰。如果不能發展出自有的品牌、通路，或是擁有專利權的核心技術，終將逐漸被市場所淘汰。
　Interbrand是國際上知名的品牌權益評鑑機構，國內也於2003年起，開始進行類似的品牌權益評估調查。但是上述活動的評鑑內容，不容易轉換到企業日常的經營管理、與行銷活動中，特別是台灣為數眾多的中小型企業、或是針對小眾、利基市場的品牌。
　本研究運用適應性聯合分析法，以參加電腦展的使用者為調查對象，透過網路問卷蒐集資料，轉換出個別消費者對筆記型電腦各個屬性的效用值。再以這些效用值為基礎，透過等價兌換的關係，推估國內主要筆記型電腦廠商之品牌的品牌權益。
　最後，再透過不同的區隔方式，比較消費者對品牌權益的集中程度，配合相關的分析結果，發展出行銷、與管理上的建議。

In Taiwan, the conventional manufacturing industry contributed the major economics growth in the past. When the era of knowledge economics comes, the industry structure changed to the electronics and high tech outsourcing industry. And now, the companies in Taiwan met severe challenge from China, India, and Vietnum for much lower margins. So they do need more competitive competences from Intelligence properties or their own Brand and distribution Channel.
To evaluate the performance of the Brand development, those companies need a methodology for Brand Equity Evaluation. But most available methods are difficult to connect to elements of activities for Business and Marketing. Also is very difficult to be adopted for Small & Medium Enterprise and Niche Market Brand.
This research uses the adaptive conjoint analysis, with the participants of Taipei Computer Exhibition for research object. Convert the data collected from interactive interview into the utility score for each attributes. Then estimate the Brand Equity for major manufacturer of Notebook in Taiwan via the conversion relationship between attribute Brand and Price.
After summarizing those results and learnings from research, we summit the suggestion and recommendation to those companies who make the Notebook in Taiwan for the implementation for Business and Marketing.

1. 王昭傑, “消費者對水果醋屬性偏好之研究 – 聯合分析法之應用,” 屏東科技大學農企業管理所碩士論文 (2001)
2. 李昭儀, “選擇式聯合分析法之應用 – 以手機產業為例,” 國立台灣大學國際企業研究所碩士論文 (2007)
3. 梁嘉妮, “應用聯合分析法探討促銷活動與商品特性及零售通路之關聯性研究,” 國立台灣大學國際企業研究所碩士論文 (2006)
4. 陳振燧, “顧客基礎的品牌權益衡量與建立之研究,” 國立政治大學企管研究所博士論文 (1996)
5. 劉逸文, “應用聯合分析於定期航運公司品牌權益評估之研究,” 國立台灣海洋大學航運管理學系碩士論文 (2004)
6. Aaker, D.A., “Managing brand equity: Capitalizing on the value a brand name,” New York: The Free Press (1991)
7. Brasco, T.C., “How brand name are value for acquisition,” In: L. Leuthesser, Ed., MSI Report, pp. 88-104 (1988)
8. Cobb-Walgren, C.J., Ruble, C.A., and Donthu, N., “Brand Equity, Brand Preference, and Purchase Intent,” Journal of Advertising, Vol.24(3), pp. 25-40 (1995)
9. Green, P.E., and Wind, Y., “Multiattribute Decisions in Marketing: A Measurement Approach,” Hinsdale, IL: Dryden Press. SPSS Conjoint (1973)
10. Green, P.E., and Srinivasan, V., “Conjoint analysis in Consumer Research: Issues and Outlook,” Journal of Consumer Research, Vol.5, pp. 103-123 (1978)
11. Green, P.E., “Hybrid Models for Conjoint Analysis: An Expository Review,” Journal of Marketing Research, Vol.21, pp. 155-159 (1984)
12. Green, P.E., and Srinivasan, V., “Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice,” Journal of Marketing, Vol.54, pp. 3-19 (1990)
13. Johnson, R.M., “Adaptive Conjoint Analysis,” Proceedings of the Sawtooth Software Conference on Perceptual Mapping, Conjoint Analysis, and Computer Interviewing, Sun Valley, Idaho, Sawtooth Software (1987)
14. Kamakura, W., and Russell G., “Measuring brand value with scanner data,” International Journal Research in Marketing, Vol.10, pp. 9-22 (1993)
15. Keller, K.L., “Conceptulizing, measuring, and managing customer – basebrand equity,” Journal of Marketing, Vol.57, pp. 1-22 (1993)
16. Lassar, W., Mittal B., and Sharma A., “Measuring customer-based brand equity,” Journal of Consumer Marketing, Vol.12(4), pp. 11-19 (1995)
17. Mullen, M. and Mainz A., “Brands, Bids and Balance Sheet: Putting a Price on Protected Products,” Acquisition Monthly, Vol.24, pp. 26-27 (1989)
18. Neal, W.D., “Satisfaction is nice, but value drives loyalty,” Journal of Marketing Research, Vol.11(1), pp. 21-23 (1999)
19. Ourusoff, Alexandre, “What’s in A Name?” Financial World, September, Vol. 161, pp. 81-85 (1993)
20. Park, Srinivasan, “A Survey-Base Method for Measuring and Understanding Brand Equity and Extendibility,” Journal of Marketing Research, Vol.31(5), pp. 27-88 (1994)
21. Penrose, Noel, “Valuation of Brand Names and Trade-marks,” In: J. Murphy, Ed. Brand Valuation: Establishing a True and Fair View, London, The Interbrand Group, pp. 13-27 (1989)
22. Shocker, A.D., and Weitz, B., “A perspective on brand equity principles and issues,” In: L. Leuthesser, Ed., Measuring and Managing brandequity: A conference summary, Cambridge, MA: Marketing Science Institude, pp. 88-104 (1988)
23. Simon, C.J. and Sullivan M.W., “The Measurement and Determinants of Brand Equity: A Financial Approach,” Marketing Science, Winter, Vol.12 (1), pp. 28-52 (1993)
24. Srinivasan, V., “Network Models for Estimating Brand-Specific Effects in Multi-Attribute Marketing Models,” Management Science, January, Vol.25, pp. 11-21 (1979)
25. Stobart, P., “Alternative methods of brand valuation,” In: J. Murphy (Ed.), Brandvaluations: Establishing a true and fair view, pp. 35-49 (1989)
26. Tauber, E.M., “Brand leverage: Strategy for growth in a cost control world,” Journal of Advertising Research, Vol.28, pp. 26-30 (1988)