近年來，隨著區塊鏈技術的進步，非同質代幣（Non-Fungible Tokens）作為區塊鏈的一項重要應用，已引起廣泛關注。儘管NFT在藝術、音樂、遊戲等領域取得許多驚人商業成就，然而對品牌行銷價值的影響尚未有廣泛深入研究。本研究旨在探討NFT對品牌商業行銷價值的影響，並著重於近年企業使用NFT作為品牌行銷策略的分析。本研究以個案研究法，深入分析NFT在品牌行銷中的應用。並具體地用Nike品牌為例，探討其使用NFT的策略和效果，同時本論文也進一步點出NFT運用在行銷推廣方面的潛力。
在個案研究中，Nike成功運用NFT商品吸引全球消費者參與，跨越地域形成虛擬社群。這種社群參與潛力打破地域限制，增強了社群參與度和二次銷售市場活躍度。同時，NFT也帶來虛擬消費商機，吸引了傳統消費者和加密貨幣愛好者，改變消費方式，並提升消費者與品牌的情感聯繫。NFT的運用在行銷推廣領域展現出巨大的潛力，為品牌帶來獨特的優勢。NFT不僅是作為新型態行銷推廣策略，更應成為品牌長期佈局Web3和元宇宙的一部分。這種佈局能探索創新行銷策略，建立品牌社群、提高市場觸及，為消費者提供參與性的行銷體驗，實現品牌價值的再塑。

In recent years, the advancement of blockchain has brought Non-Fungible Tokens (NFT) to the forefront of innovation. Despite NFT gaining impressive traction in art, music, and gaming, their impact on brand value remains a less explored area. This study aims to uncover how NFT influence brand value, specifically by examining how busi-nesses have employed them as branding and marketing strategies. The research focuses on two key inquiries: Understanding how NFT address marketing challenges and in-vestigating how NFT aid brands in shaping marketing and promotional strategies. Through a case study approach, this research critically dissects NFT utilization in brand marketing, using Nike as a prime example to scrutinize strategies and outcomes. Con-currently, the paper unveils the potential of harnessing NFT for marketing purposes. In the Nike case study, NFT products have adeptly engaged global consumers, forming transcendent virtual communities. This community potential transcends geographic bar-riers, enhancing participation and invigorating secondary sales markets. NFT also in-troduce prospects for virtual consumption, captivating traditional consumers and cryp-tocurrency enthusiasts alike, thereby transforming consumption dynamics and bolster-ing emotional bonds between consumers and brands. The application of NFT in mar-keting unveils remarkable potential, offering brands distinct advantages. NFT are more than just a marketing tactic; they should be woven into a brand's long-term Web3 and metaverse strategies. Such a holistic approach unlocks avenues for innovative marketing tactics, the cultivation of brand communities, participatory marketing experiences and a redefinition of brand value.

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