臺灣是美食的王國，更是華人世界十分注重禮節的國家，每當逢年過節或到親友家拜訪，總會帶些好吃、包裝又好看的伴手禮，因此，在面對通路上眾多商品時，能在第一時間就吸引消費者的目光並進行購買行為，品牌整體的設計質感就顯得格外重要，因為這是消費者與品牌接觸的第一印象。然而，品牌與消費者溝通，首要認識品牌識別標誌，識別標誌是品牌經營策略中的一環，接著運用品牌的故事資產傳達內在的精神，這是增加消費者黏著度的關鍵要素。故事資產包含品牌名稱、圖形符號、色彩、精神、價值等元素，透過設計轉換成為經營者定位的形象。在建構形象中累積的記憶點，就會逐步擴大品牌的影響力，同時為品牌長期的經營帶來成功。本研究以經濟部中小企業處舉辦的OTOP地方產業計畫近六年獲獎的食品類品牌為樣本，首先透過前測問卷、文獻與文本分析解構獲獎品牌的內容，探討故事資產轉化成為品牌識別所需具備的要素分析；再輔以訪談業界專家得到的觀點中證實，能象徵品牌精神、文化的故事資產才是具有價值的。因此在研究結論中結合理論與實務經驗，將建構品牌識別的脈絡、意義及符號等故事資產要素，彙整成具有實用性的應用方法。本研究之結果提供品牌經營者及設計師在執行品牌故事資產建構與識別標誌設計時的一個重要且實用的參考依據。

Taiwan is the kingdom of food, and it is also a country pays great attention to etiquette among the Mandarin-speaking world. Whenever you visit your relatives and friends during holidays, you will always bring some delicious, well-packaged and beautiful souvenirs. Therefore, when you face thousands of choices of goods, the reason that specific items can attract your attention and purchase in the first time is the overall design texture of the brand. It is particularly important because this is the first impression to consumers contact with the brand. However, to communicate between brands and consumers, the first step is to recognize the brand identity mark, which is a part of the brand's business strategy, and then use the brand's story assets to convey the inner spirit, which is a key element to increase consumer stickiness. Story assets include brand name, graphic symbols, colors, spirit, value, and other elements, which are transformed into the image of the cooperation's positioning through design. The memory points accumulated in the construction of the images will gradually expand the influence of the brand and at the same time bring success to the brand's long-term operation. This research takes as a sample the food brands that have won awards in the OTOP Local Industry Project organized by the Small and Medium Enterprise Administration, Ministry of Economic Affairs in the past six years. First, this research is to analyze the content of how the award-winning brands is deconstructed through pretest questionnaires, literature, and text, and to discuss the analysis of the necessary elements of how the story assets are transformed into brand identity firms. Then it is supplemented by the opinions obtained from interviews with industry experts. it is confirmed that story assets that can symbolize brand spirit and culture are valuable. Therefore, this research combines theory and practical experience, and try to make the story asset elements such as the context, meaning, and symbols of brand recognition are integrated into practical application methods. The results of this research provide an important and practical reference for brand managers and designers to implement brand story asset construction and identification logo design.