亞洲各國積極地投入製造產業，形成全球市場的競爭日趨激烈，台灣製造業低成本優勢不再，建立自有品牌成為企業尋求轉型的方法。但品牌的養成並不容易，打造強勢品牌並且建立品牌權益，需要以長期性的有效策略進行管理。

茶籽堂在趙文豪總經理的努力下，成功由傳統的製造加工業，轉型為台灣具代表性的文創品牌，並以B型企業的角色積極推動產業升級。但產品設計與製造過程很容易被複製，面對下個發展階段，茶籽堂如何維持品牌在消費者心中的印象，並
且立足台灣、放眼全球，朝著國際品牌的目標邁進？

本個案主要探討企業該如何打造品牌，藉由品牌化建立品牌權益並進行轉型，再透過產業鍊整合帶動品牌升級，更進一步培養企業的未來競爭力。

Due to the fierce competition in the global market, members of the Asian countries try aggressively to improve its manufacturing industry. With these new comers from the third world countries, Taiwanese manufacturing companies were forced to transform themselves from low cost manufacturing OEM’s into creative ODM’s or even own brand companies. Furthermore, in order to maintain the brand equity, management procedures are required to
be more systematic and persistent.

Under Cha Tzu Tang’s CEO (Mr. Wood) management, the company was able to transform itself from a traditional low cost manufacturer into a premier local cultural brand company. Furthermore, Cha Tsu Tang also faces the challenge to grow the existing local market and extend into the global market at the same time.

This case study focuses on how an enterprise can successfully transformed its core competence through supply chain integration and branding.

中文文獻
・黃裕星、謝靜敏（2013），臺灣油茶產業發展現況調查，林業研究專訊，Vol. 20, No. 5。
・張同吳（2014），臺灣油茶產業概況，花蓮區農業專訊，第八十九期。
・蔡晏霖（2016），農藝復興：台灣農業新浪潮，文化研究，第二十二期。
・蔣慎思、劉瓊峰、許富蘭、許俊凱（2016），台灣的液體黃金：苦茶油，林業研究專訊，Vol. 23, No. 4。
・張如華（2015），首選健康食用油：茶油，茶葉專訊，第九十三期。
・張自賢（2010），品牌認知、偏好、延伸產品知覺契合度對消費者行為意象之研究：以星巴克為例，餐旅暨家政刊。
・李威龍（2014），從品牌再造觀點探討對價值網絡之影響。
・何佳訊（2006），品牌活化原理與決策方法探窺：兼談我國老字號品牌的振興。
・李君如（2011），美學經濟風潮下的企業創新思維：由厚植美感與品牌經營的觀光工廠經驗談起。
・卓秀足（2011），社會導向策略轉型與社會價值創造的企業重生：日月老茶廠案例，創業管理研究。
・徐彥婷（ 2017），社會企業的社會影響力分析：以B型企業綠藤生機為例。

英文文獻
・Keller, Kevin Lane (1999), “Managing Brands for the Long Run: Brand Reinforcement and Revitalization Strategies, ” California ManagementReview, Vol. 41, No. 3.
・Keller, Kevin Lane (2014), “Brand Revitalization,”
・Hickman, Leila, John Byrd, and Kent Hickman (2014), “Explaining the Location of Mission-Deiven Businesses: An Examination of B-Corps,” The Journal of Corporate Citizenship, Issue 55.
・Kim, Suntae, Matthew J. Karlesky, Christopher G. Myers, and Todd Schifeling (2016), “Why Companies Are Becoming B Corporations.”
・Porter, Michael E. and Mark R. Kramer (2006), “ Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility,” Harvard Business Review.
・Pfitzer, Marc W., Valerie Bockstelle, and Mike Stamp (2013), “Innovating for Shared Value,” Harvard Business Review.
・Pfitzer, Marc W. and Mark R. Kramer (2016), “The Ecosystem of Shared Value,” Harvard Business Review.
・Porter, Michael E. and Mark R. Kramer (2011), “Creating Shared Value,” Harvard Business Review.
・Stubbs, Wendy (2017), “Characterising B Corps as A Sustainable Businerr Model: An Exploratory Study of B Corps in Australia,” Journal of Cleaner Production, 144, 299-312.

網路文獻
・B Corporation, www.bcorporation.net
・“The Kickstarter Fulfillment Report,” University of Pennsylvania, https://www.kickstarter.com/fulfillment
・哈佛商業評論編輯（2007），產品線延伸的邏輯， 哈佛商業評論。https://www.hbrtaiwan.com/article_content_AR0000147.html
・顏理謙（2013），新創集資不再是惡夢！使用群眾募資的關鍵要素，數位時代 https://www.bnext.com.tw/article/30318
・顏和正（2018），台灣不是鬼島 企業第二代打造頂級莊園 不賣紅酒賣苦茶油，CSR＠天下https://csr.cw.com.tw/article/4031