如今，行銷人員和高層領導將品牌視為最有價值的資產，並將創新視為最具競爭力的戰略。眾多商業報告和學術研究都表明，企業作為品牌必須將創新當作其優先的策略，亦即品牌創新。然而，在眾多關於品牌與創新的討論中，品牌創新一詞缺乏了一個專為品牌量身訂做的定義。因而，關於企業品牌能夠如何創新的論述是歧義的。例如，新的產品研發，服務流程的改善，商業模式的突破或企業識別系統的更新等都被視為企業品牌創新的途徑。引人深思的是，大部分的企業奉行且實踐了這些被視為能夠創新品牌的方法，其結果卻是幾家歡樂幾家愁。對於企業來說，追求品牌創新似乎更像是在捕風捉影。
本研究的目的為探討在歧義的品牌創新論述下，企業品牌如何在掌握品牌創新的核心價值的前提下有效的創新其品牌。面對品牌創新歧義的問題，本研究透過次級資料回顧及分析，檢視了品牌創新的理論基礎並對現有的概念論述提出更具解釋力的定義。最後在對品牌創新的概念釐清的基礎上，本研究建構了品牌創新的整合性模型以提供企業在進行品牌創新時一個具策略參考價值的模板。

Today, marketers and senior leaders view “brand” as their most valuable asset and innovation as their most competitive strategy in brand management. Numerous business reports and academic studies have shown that corporations as brands must take innovation as their priority strategy, suggesting “brand innovation.” However, in many discussions, the term brand innovation lacks a definition tailored for brands. Thus, the discourse on how a corporate brand can innovate is ambiguous. For example, new product development, improvement of the service process, breakthrough of business model, or update of corporate identity system are all regarded as ways of corporate brand innovation. It is thought-provoking that most corporate brands pursue and practice these approaches that are seen as being able to innovate brands, with the result that some are happy, and some are sad. For companies, the pursuit of brand innovation seems more like chasing shadows.
This study explores how corporations can effectively innovate their brands under the premise of grasping the core value of brand innovation under the ambiguous discourse. To address the ambiguity, the researcher examines the theoretical basis of brand innovation and proposes new definitions for existing conceptual discourses through secondary data review and analysis. Finally, based on clarifying the concept of brand innovation, this research constructs an integrated model of brand innovation to provide a template with strategic value for corporate brands to carry out their brand innovation.

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