當「品牌差異化」逐漸取代產品成爲企業獲利的關鍵，從永續經營的角度而言，球隊應被視爲一個「品牌」來經營，而品牌權益衡量指標是品牌權益發展的基礎。本研究目的在探討台灣職棒球隊品牌權益各衡量構面之相對重要程度，並建構適合衡量台灣職棒球隊品牌權益之衡量構面。研究方法爲問卷調查法，並透過統計回歸分析獲得本研究之結果，經過分析與討論得出結論爲台灣職棒球隊品牌權益各衡量構面之相對重要性，依序爲職棒球隊的球迷支持度、周邊商品、球隊識別系統、贊助企業形象，此四構面對球隊品牌權益有顯著影響，足可做爲台灣職棒球隊品牌權益之衡量構面。

Brand differentiation has replaced product to become the key profit generator for the corporation. From the long-term operation aspect, the sport team should be considered as a brand. Brand equity measurement is the fundamental development of brand equity. The purpose of this study was to explore the brand equity model applied to Taiwan's professional baseball. Questionnaire was the research instrument of the study. After data collection, factor analysis, descriptive statistics and stepwise regression were utilized to analyze the data. The findings identified that support, licensed product, team brand identification, sponsor image have significant impact on building brand equity. In addition, the orders in relative importance were support, licensed product, team brand identification, sponsor image. The results suggested that professional teams can measure the team brand equity base on these factors.