精品珠寶品牌故事之比較：以Cartier、Chanel、Tiffany為例

Abstract

本研究之目的為：一、比較精品珠寶品牌故事的異同；二、比較精品珠寶品牌故事與典型故事的差異；三、探討精品珠寶品牌運用品牌故事進行行銷的策略。研究結合內容分析與質性文本分析，分析Cartier、Chanel與Tiffany的品牌故事，並訪問一位珠寶專家與三家業者。研究發現：一、Cartier與Tiffany以「品牌演進歷史」為素材，敘事結構呈線性發展；Chanel以「創始者的故事」為素材，敘事圍繞著香奈兒女士五大個人特質發展；二、精品珠寶品牌故事沒有反派角色、衝突點、連續的情節；三、精品珠寶品牌善於利用品牌故事傳達品牌的核心精神。

This study compares the brand stories of Cartier, Chanel, and Tiffany in terms of story elements and narrative structure. It also examines the narrative components of these luxury brands and their possible departures from the prototypical story format; in addition, the present study investigates how the narrative dimension is incorporated into brand marketing. This study combines content analysis, textual analysis, and the interviews with a jewelry expert and three jewelry businessmen to analyze the brand stories. The results show that both Cartier and Tiffany adopt a linear narrative structure, focusing on the evolution of the brand. In contrast, Chanel, placing emphasis on the creator of the brand, focuses on Lady Co-Co Chanel`s character and spirit. In spite that their brand stories do not include the typical narrative elements, such as villain, conflict, and plot, all of them use brand story to deliver the essence of their brand to consumers.