本研究以U.I.J Hotel & Hostel友愛街旅館為個案，以企業品牌識別矩陣（The corporate brand identity matrix, CBIM）探討創辦人、員工及顧客三方對於品牌認知的相關性與影響。透過深入訪談和問卷調查，本研究分析了這三個不同角度如何塑造和反映了友愛街旅館的品牌識別。研究結果顯示，創辦人的願景、員工的品牌認同感以及顧客的品牌體驗之間存在著高度的相關性。當這三方的認知達到高度一致時，品牌的整體形象和市場表現更為正面和穩定。
研究指出，有效的內部溝通策略和員工培訓是實現品牌認知一致性的關鍵因素。此外，顧客反饋的積極整合不僅能提升顧客滿意度，也是持續改進品牌策略的重要資源。本研究強調了內部與外部品牌管理實踐的一體化重要性，並建議獨立飯店應建立完善的內部溝通機制和顧客互動平台，以確保品牌信息的一致性和有效性，從而提升品牌的整體競爭力和市場吸引力。這些發現為獨立飯店提供了實際的策略建議，以實現更有效的品牌管理和提升顧客忠誠度，更有機會作為未來發展企業母品牌時，品牌內涵論述之基礎。

This study examines U.I.J Hotel & Hostel as a case to explore the relevance and impact of brand perception from the perspectives of founders, employees, and customers using the Corporate Brand Identity Matrix (CBIM). Through in-depth interviews and surveys, this research analyzes how these three perspectives shape and reflect the brand identity of U.I.J Hotel & Hostel. The findings reveal a high correlation between the founders' vision, employees' brand identification, and customers' brand experience. When these perceptions align closely, the overall brand image and market performance are more positive and stable.

The study highlights that effective internal communication strategies and employee training are crucial for achieving consistent brand perception. Additionally, the proactive integration of customer feedback not only enhances customer satisfaction but also serves as a vital resource for continuous brand strategy improvement. This research underscores the importance of integrating internal and external brand management practices and suggests that independent hotels should establish comprehensive internal communication mechanisms and customer interaction platforms to ensure the consistency and effectiveness of brand messaging. This approach can enhance the overall competitiveness and market appeal of the brand. These findings provide practical strategic recommendations for independent hotels to achieve more effective brand management and increase customer loyalty, potentially laying a foundation for the brand's narrative when developing a corporate mother brand in the future.

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