本研究參照英國Interbrand、德國BBDO以及日本HIROSE這三個品牌權益鑑價模型，並以台灣的兩大連鎖便利商店7-ELEVEn和全家為例，計算出連鎖便利商店的品牌權益，此外，經由實證結果與分析，修正出適合台灣連鎖便利商店的品牌權益之模型。
從研究內容得知，英國Interbrand、德國BBDO以及日本HIROSE這三個鑑價模型各有其優缺點，考量台灣之企業財報特性後，綜合上述三個模型之架構，並結合消費者問卷建構出適合便利商店品牌鑑價之模型，由台灣品牌的建構模型計算結果顯示，7-ELEVEn的品牌權益價值大於全家的品牌權益價值， 藉由計算模型的各個構面，提供這兩家企業對於公司發展的實質建議，此外，該品牌權益模型可以延伸至其他的產業，因此，企業可透過該品牌鑑價模型，替自身企業計算出其品牌權益，亦可透過該模型的各個構面，分析自己與競爭對手的優劣勢，另外一方面，近年來無形價值裡的品牌價值也日漸受到重視，因此也可提供給市場或是投資者參考自身的品牌價值。

This study consults from the models of Interbrand, BBDO, HIROSE and take the two most big convenience store 7-ELEVEn and FamilyMart for example, calculating the value of brand equity. Besides, through analysis and applyment, to revise the appropriate models of Taiwan’s chained convenience stores.
From the context of study, the three models have their own advantages and disadvantages. Considering the traits of Taiwan’s financial reports , we integrate the constructs of these three models and building appropriate models of convenience stores brand through combining consumer questionnaire. The results show that the value of brand equity of 7-ELEVEn is more than FamilyMart’s . Through every aspects of models, we provide substantial advices about future development. Apart from that, this model of brand equity can reach out to other industries. As a result, a firm can either calculate its own brand equity or analyze advantages and disadvantages against rivals through brand values. On the other side, the brand values in invisible values is grabbing attention recently, so it can also be provided to markets or investors.

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