動畫是借助於技術與藝術，使得缺乏生命的物象符號轉化成有生命的表 演藝術，不僅能夠創造奇特而富有美感的影像，更能實現人們的夢想，還能 夠帶來巨大的經濟效益。動畫產品的品牌包含動畫角色品牌、動畫媒體品 牌、動畫片品牌以及動畫衍生相關產品銷售品牌，是一個有系統性的概念， 更是文化創意產業的符號系統，因此，動畫品牌對於產業發展以及市場競爭 力都具有重要的影響作用。 動畫也是一種產品，要讓它的知名度提高的話，就要建立品牌，得到消 費者的注意和關注，進而達到為動畫品牌行銷的效益。行銷可以說是一種溝 通的橋梁，透過行銷，可以將產品( 無形或有形) 訊息傳達給消費者，建立 良好的溝通是行銷重要的一環。因此，「行銷是藉由對市場的認識與調查， 來訂定策略，執行方案，讓銷售更容易。」本研究試圖探討動畫品牌內涵、 動畫品牌價值，進而分析動畫品牌行銷對於動畫產業之發展性和重要性。

Animation is an art that transforms lifeless images and symbols into animated performances with technology and art. Besides creating strange and beautiful images, animation realizes human dreams and brings huge economic benefits. Brands of animation products include animation character brand, animation media brand, animation brand, and the brand of animation derivatives. This is a systematic concept and the symbol system of cultural and creative industries. Therefore, animation brands have an exceptional effect on industrial development and market competitiveness. Animation is also a product. To increase awareness, it needs to establish a brand to draw consumer attention and concern and thereby achieve the effectiveness of animation brand marketing. Marketing is a communication tool. As marketing can communicate product (tangible or intangible) information to consumers, it is important to establish sound communication for marketing. Hence, “marketing establishes strategies and implements plans through market understanding and survey to promote sales.” This study attempts to investigate the content and value of animation brands and thereby analyze the potential and importance of animation brand marketing to the animation industry.