王仕茹Wang, Shih-Ju謝惠仰Hsieh, Huei-Yang2025-12-092025-05-272025https://etds.lib.ntnu.edu.tw/thesis/detail/b8023434a71da6445d72487cbf01aba8/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/124953過往研究較少探討ESG（環境、社會與治理）與品牌定位、品牌敘事與顧客價值之間的深層關聯。本研究選取三個代表性的咖啡品牌—NESCAFÉ、STARBUCKS 與 NESPRESSO 為研究對象，三品牌不僅在全球市場具高知名度與影響力，亦展現差異化的品牌定位與 ESG 策略。NESCAFÉ 聚焦於功能性與供應穩定，STARBUCKS 著重文化體驗與社群參與，NESPRESSO 則強調高端象徵與個人品味。本研究結果顯示，品牌定位為 ESG 策略的起點，決定企業聚焦的永續議題與行動佈局。其次，品牌若將 ESG 實踐整合於品牌體驗與顧客互動中，有助於品牌權益深化。第三，品牌敘事品質為推進品牌信任與品牌權益的重要基礎，能提升永續訊號可信度與參與。第四，ESG 策略不再僅是合規工具，而是成為品牌管理的策略工具。最後，本研究指出，ESG 訊號的一致性與真實性，是影響顧客信任建立與認同的關鍵條件；品牌若能從其市場定位出發，設計具可觀察性與制度支撐的訊號結構，將更有助於累積長期品牌權益。本研究從品牌策略出發建構一套 ESG 整合邏輯路徑，並提出「品牌定位 → ESG策略設計 → 訊號一致性與真實性 → 品牌權益建構」之分析框架。研究結果可作為未來品牌永續策略規劃之參考，亦為 ESG 跨入品牌核心價值系統提供理論支撐與實務啟示。Previous studies have rarely examined the deeper connections between ESG (Environmental, Social, and Governance) and brand positioning, brand narrative, and customer value. This study selects three representative coffee brands—NESCAFÉ, STARBUCKS, and NESPRESSO—as research cases. These brands not only have high global visibility and influence, but also exhibit differentiated brand positioning and ESG strategies. NESCAFÉ focuses on functionality and supply stability, STARBUCKS emphasizes cultural experience and community engagement, while NESPRESSO highlights symbolic sophistication and personal taste. The findings indicate that brand positioning serves as the starting point for ESG strategy, shaping the sustainability issues a company prioritizes and how it structures its actions. Second, when brands integrate ESG practices into brand experience and customer interaction, it contributes to the enhancement of brand equity. Third, the quality of brand narratives is a key foundation for building brand trust and equity, as it enhances the credibility and engagement of sustainability signals. Fourth, ESG strategies are no longer merely tools for compliance but have become strategic tools for brand management. Finally, the study finds that the consistency and authenticity of ESG signals are critical conditions for establishing customer trust and recognition. Brands that design observable and institutionally supported signaling structures based on their market positioning are more likely to accumulate long-term brand equity. This study constructs an ESG integration logic rooted in brand strategy and proposes an analytical framework of “brand positioning → ESG strategy design → signal consistency and authenticity → brand equity development.” The findings provide a strategic reference for sustainable brand planning and offer both theoretical and practical insights into integrating ESG into the core of brand value systems.品牌定位ESG策略品牌權益品牌敘事訊號理論咖啡產業永續品牌管理Brand PositioningESG StrategyBrand EquityBrand NarrativeSignaling TheoryCoffee IndustrySustainable Brand Management學術論文