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1
Діброва, Т. Г. "Особливості ціноутворення марочних товарів: українська практика". Thesis, Сумський державний університет, 2012. http://essuir.sumdu.edu.ua/handle/123456789/26770.
Повний текст джерела
2
Spring, Dawn. "Selling Brand America: The Advertising Council and the ‘Invisible Hand’ of Free Enterprise, 1941-1961." University of Cincinnati / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1235745009.
Повний текст джерела
3
Van, Niekerk Elizabeth. "Not-for-profit marketing :branding, brand equity and marketing of smaller charities." Thesis, University of South Africa, 2007. http://hdl.handle.net/10500/65.
Повний текст джерелаАнотація:
Decades after the idea of not-for-profit marketing was first introduced the uptake has
not been universal. This study investigates the application of commercial marketing
principles in a sector where objectives other than profit are pursued. In particular, it
seeks to establish the effectiveness of not-for-profit marketing in encouraging the
public to “pay” the required “price”; to investigate the influence of charity brands on
stakeholder choices; the influence of a charity’s reputation on donor behaviour; and
whether smaller charities are aware of and use their brands. A questionnaire tested
donor perceptions and through a focus group insight was gained into the marketing
practices of smaller charities. The results indicate that not-for-profit marketing is
effective and that smaller organisations can compete through less expensive
marketing techniques, that charity brands are extremely valuable but underutilised,
and that an organisation’s reputation is its most valuable asset. Recommendations
are made to improve the performance of smaller charities by addressing marketing
and wider management practices.
4
Eismann, Kristel, Magdalena Heinonen, and Jessica Nguyen. "Increasing Brand Awareness as a Micro-enterprise via Social Media: A Case Study of MixWell AB." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-30938.
Повний текст джерела
5
Івашова, Надія Василівна, Надежда Васильевна Ивашова та Nadiia Vasylivna Ivashova. "Проблеми формування брендів промисловими підприємствами України". Thesis, Видавництво СумДУ, 2007. http://essuir.sumdu.edu.ua/handle/123456789/18595.
Повний текст джерела
6
Bååth, Jonas. "Conducting the Personal Brand : Sociological investigations on brand and identity for one-person enterprisers at social networks sites." Thesis, Umeå universitet, Sociologiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-52783.
Повний текст джерелаАнотація:
The object of this master’s dissertation has been to investigate one-person enterprisers’ (OPE) experiences of conducting both personal identity and brand at social network sites (SNS). The purposes of this research have been to elaborate on sociological theories of brand and identity in a network society context and to present hypotheses on how SNS can be developed to empower all OPEs. Since this field is rather unexplored in sociological research, and because it is the experiences of the OPEs that are the focus of the research, ethnographic methods, i.e. qualitative interviews, were chosen. These interviews were then analysed, primarily through Erving Goffman’s theory of self-presentation, Manuel Castells’s theory of identity, and the sociological concept of life-conduct deriving from Max Weber. The findings provoked both theoretical and empirical conclusions. The theoretical hypothesis is that Castells’s and Goffman’s respective theories should be used as back and front end interpretations of everyday life conduct. The empiric hypothesis provoked is that some OPEs have a strategic (as opposed to a sincere) approach to SNS. These OPEs are experiencing alienation and anomie. To manage this, SNS need to focus more on tools for social communication and less on methods for making SNS ends in and of themselves.
7
Лапоногова, О. О. "Особливості просування бренду у соціальних мережах". Master's thesis, Сумський державний університет, 2021. https://essuir.sumdu.edu.ua/handle/123456789/87074.
Повний текст джерелаАнотація:
У роботі було проведено дослідження методів просування бренду в соціальних мережах завдяки SMM маркетингу, як ефективного інструменту, за допомогою якого підприємці можуть легко підвищити впізнаваність торгової марки, створити базу лояльних підписників, залучити нових клієнтів і збільшити
продажі. Це є актуальним питанням, адже маркетингові методи просування комерційної продукції в соціальних мережах залишаються недостатньо вивченими.
Об’єктом роботи обрано просування бренду у соціальних мережах.
Відповідно у даному дослідженні було розглянуто основні особливості та стратегії ефективного просування бренду та антикризового управління на прикладі таких платформ, як Facebook та Instagram. Було виокремлено недоліки та переваги зазначених соціальних мереж. У ході дослідження були виділені
безпрограшні тактики подолання криз та проаналізовано можливі варіанти вирішення непередбачуваних ситуацій. Поряд із цим був проведений компаративний аналіз найпотужніших органічних платформ соціальних мереж, які використовують В2В маркетологи.
Крім того, було підкреслено практичність роботи на прикладі використання інструментів Facebook світовими брендами та розглянуто, які методи рекламування користуються найбільшою популярністю і, таким чином, заохочують клієнтів придбати продукт.
Для підготовки магістерської роботи були використані праці вітчизняних та зарубіжних вчених – статті, підручники та наукові роботи студентів; статистичні дані та графічні матеріали; огляди методів просування продукції відомими підприємствами; на основі збірки даних було побудовано графіки та
компаративні діаграми; залучалися дані з DataReportal, Sensor Tower, Merkle, Statista.The study examined the methods of brand promotion in social networks through SMM marketing as an effective tool through which entrepreneurs can easily increase brand awareness, create a loyal subscriber base, attract new customers and increase sales. This is a topical issue, because marketing methods of promoting commercial products on social networks remain insufficiently studied. The object of the work is to promote the brand on social networks. Accordingly, this study examined the main features and strategies for effective brand promotion and crisis management on the example of platforms such as Facebook and Instagram. The disadvantages and advantages of these social networks were highlighted. In the course of the research, win-win tactics for overcoming crises were identified and possible options for resolving unforeseen situations were analyzed. In addition, a comparative analysis of the most powerful organic social networking platforms used by B2B marketers was conducted. In addition, the practicality of working on the example of using Facebook tools by global brands was emphasized and it was considered which advertising methods are the most popular and, thus, encourage customers to buy the product. For the preparation of the master's thesis were used works of domestic and foreign scientists - articles, textbooks and research papers of students; statistical data and graphic materials; reviews of methods of product promotion by well-known enterprises; graphs and comparative diagrams were built on the basis of the data collection; data from DataReportal, Sensor Tower, Merkle, Statista were involved.
8
Wecker, Florian. "Finding your niche in a global wine market - Establishment of the new wine brand #QSTG with focus on product development and entrepeneurial marketing." Master's thesis, ISA, 2019. http://hdl.handle.net/10400.5/19581.
Повний текст джерелаАнотація:
Vinifera Euromaster European Master in Viticulture and Oenology - Instituto Superior de Agronomia / EMaVEThe author intends to establish a new wine brand named #QSTG, which is a diminutive of the German term Quereinsteiger (in English: career changer). The name refers to the completely different professional background of the author, who has been a lawyer and entrepreneur for many years, before studying viticulture and enology. The idea is to create a brand for wines, produced by the author and other winemakers who also have other professional backgrounds, bringing in new ideas based on their different perspective, approach and style of winemaking. Within this project thesis the author first describes the scenario in which the new wine brand should be established, before defining the term entrepreneurial marketing by reviewing the existing literature and analyzing the current wine market. In the next step the author develops the wine brand #QSTG in accordance with the targeted niche market. This includes key aspects, such as positioning, brand name, logo, wine style and quality. Finally the marketing mix of #QSTG is developed, considering the findings about entrepreneurial marketing. Besides designing the product in collaboration with different graphic designers, this thesis also includes detailed elaborations about pricing, placement and promotion of the #QSTG products. Due to the concluded feasibility, the author will implement the project following the graduation. Therefore the master thesis ends with an outlook on the next steps of the implementation of the #QSTG wine project
N/A
9
Кривда, І. В., та Г. М. Гребньов. "Вплив бренду на інвестиційну привабливість компанії". Thesis, Сумський державний університет, 2016. http://essuir.sumdu.edu.ua/handle/123456789/47969.
Повний текст джерелаАнотація:
У статті проведено аналіз бренду як показника, який впливає на інвестиційну привабливість компанії, а
також проаналізовано причину такого взаємозв’язку. Досліджено значення бренду в створенні конкурентної
переваги та генеруванні прибутку підприємства
10
Івашова, Н. В. "Структура бренду промислового підприємства". Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/17021.
Повний текст джерелаАнотація:
Проведений аналіз наукових публікацій виявив, що існуючі моделі створення брендів не враховують специфіки промислового маркетингу і потребують певної адаптації та уточнення. Тому нами запропоновано розглядати перелік складових елементів бренду підприємства, що виготовляє продукцію промислового призначення, на основі визначення джерел асоціацій бренду з точки зору сприйняття його споживачами.
При цитуванні документа, використовуйте посилання http://essuir.sumdu.edu.ua/handle/123456789/17021
11
Lundgren, Tintin, and Anna Mossberg. "Rebrandingprocessen i ett småföretag : En fallstudie av ett svenskttextilföretag." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14665.
Повний текст джерелаАнотація:
I takt med teknologisk utveckling och alltmer homogena produkter ökar konkurrensen mellan företag. Företag satsar på att bygga ett starkt varumärke eftersom detta kan bidra till differentiering samt konkurrenskraft. En alltmer förekommande marknadsföringsstrategi som används i syfte för att öka ett bolags relevans är så kallad rebranding. Detta kan innebära förändringar såsom ny grafisk profil eller bearbetning av företagets värderingar. Att genomgå en rebranding är en riskfylld process där många verksamheter misslyckas eftersom det krävs mycket tid och resurser, och där framgången ligger i mottagarens uppfattning. Trots det implementerar allt fler verksamheter varumärkesuppdateringar, multinationella företag liksom småföretag. Denna studie har därför som syfte att undersöka vilka moment som kan förekomma i en rebrandingprocess för småföretag. Därmed kommer detta arbete att undersöka hur verksamheten förhåller sig till de sex främsta möjliggörande faktorerna som presenteras av Miller, Merrilees och Yakimova (2014). Undersökningen utgår från en kvalitativ en fallsstudie hos ett bolag som faller inom ramen för småföretag, och intervjuer har genomförts med utvalda respondenter från fallföretaget. Intervjuerna var av semistrukturerad karaktär vilket gav möjlighet att både styra samtalet samt ställa eventuella följdfrågor. Studien redogör för fallföretagets olika moment i rebrandingprocessen, samtidigt som arbetets slutsats tydliggör att de har lyckats fullfölja en del av de sex främsta möjliggörande faktorerna vid rebranding på företagsnivå som presenteras av Miller, Merrilees och Yakimova (2014). WearColour måste fortsätta att tydliggöra varför man implementerade en varumärkesförflyttning för samtliga aktörer, vilket innebär att företagets rebrandingarbete inte är slutfört. Avslutningsvis, arbetet påvisar brister inom den teoretiska referensramen och huruvida de möjliggörande faktorerna kan appliceras på småföretag.As a result of technological developments and increasing homogeneous of products, competition is increasing between companies. Corporations are investing their assets inbuilding a strong brand as this can contribute to differentiation and competitive advantages. Amarketing strategy, which is increasing in its popularity, and which enhances a company’s relevance is so called rebranding. This may involve changes such as new graphic profiles or processing of company values. Undergoing rebranding is a risky process where many businesses fail because it takes a lot of time and resources, and where the success lies with the recipient's perception. Nevertheless, more and more businesses are implementing brand updates, multinational companies and small businesses alike. Thus, this study aims at exploring what eventual stages that might occur during a rebranding process for so-called small enterprises. In addition, this paper will investigate how the stages relate to the six main enablers which are presented by Miller, Merrilees and Yakimova (2014). This work is based on a qualitative one-case case study at a textile company which falls within the framework of small businesses, where interviews have been conducted with selected respondents from the case company. The interviews were of a semi structured nature, which provided us with the opportunity to direct the conversation but also ask any unforeseen follow-up questions. The study explains the case company's various elements in the rebranding process, as the conclusion clarifies that the case company have succeeded in completing some of the main enablers in corporate rebranding, presented by Miller, Merrilees and Yakimova (2014). WearColour must continue to clarify why a rebranding strategy was implemented for all parties involved with the company, which means that the company's rebranding process have not been completed. Finally, the work demonstrates short comings in the theoretical reference framework and questions if the main enabling factors can be applied to small businesses.
12
Le, Roux Alta S. "Establishing the role of branding in social enterprises." Thesis, University of Pretoria, 2013. http://hdl.handle.net/2263/32391.
Повний текст джерелаАнотація:
“What role did branding play in the social marketing processes of the three Schwab
Foundation award winning social enterprises (SEs)?” The research problem, as well
as the research questions, revolve around the issue of establishing how branding
may be employed as part of the social marketing process in such a way as to
increase the competitiveness of those organisations known as social enterprises
(SEs).
This study investigates three SEs whose Chief Executive Officers (CEOs) have won
The Schwab Foundation Social Entrepreneur (SFSE) of the Year Awards, to
determine how branding was used as a communication tool to position their
organisations as leaders and differentiators in the development sector. The three
SEs that were chosen as case study organisations are: Soul City, Heartbeat and the
Johannesburg Housing Company (JHC).
The theoretical context focuses firstly on the non-profit sector in South Africa as the
context and environment of this study, more specifically, the evolution of non-profit
organisations (NPOs) into Social Enterprises (SEs). This is followed by defining
communication principles and applications as they appear in both profit-driven and
non-profit organisations/social enterprises (NPOs/SEs). This is applied in two
different communication contexts: communication within corporate organisations and
communication within development organisations.
The last theoretical focus is placed on understanding what branding means, a
description of the different branding categories, and a view of the evolution of
branding to brand building and brand leadership. This is followed by a discussion on
the importance of brand identity and equity in the process of brand development,
brand management and measurement, including a presentation of the main role
players in this brand-building process. Branding is then discussed as it is applied in
SEs, outlining what a strong brand could do for the development sector.
A combination of qualitative and quantitative research approaches are utilised; more
specifically a qualitative research approach, supported by a quantitative one,
referred to as the “dominant less-dominant model”. This study is based on the
grounded theory model supported by a collective case study approach, also referred
to as “building theories from case study research”.
The study further indicates the theory that was generated by this study, namely “The
Social Enterprise (SE) branding layered grounded theory model”. Whereas the 1st
layer displays the important role that the NPO/SE sector if fulfilling in modern society;
the 2nd layer the specific space and linkages of SEs with the different other society
sectors are explained; the 3rd layer positions/similar to Maslow’s hierarchy of needs
with the growth path of NPOs towards SEs and their own sustainability on the
NPO/SE pyramid model; the 4th layer indicates the fact that the same corporate
communication principles applies to the development sector; and the 5th layer
stresses the important role that branding plays as the core element of a corporate
communication strategy.
In summary, the study found that a lack of implementation of corporate
communication in NPOs and SEs, more specifically the absence of a corporate
identity, image and a strategic brand management process, has a direct impact on
the effectiveness of
SEs’ communication and limits the achievement of their developmental objectives.Thesis (PhD)--University of Pretoria, 2013.
gm2013
Information Science
unrestricted
13
Babb, Kara C. "Research of China’s Private Enterprises and Brands on a Global Background." The Ohio State University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=osu1306387641.
Повний текст джерела
14
Mäläskä, M. (Minna). "Co-creation of corporate brand through stakeholder relationships in B2B SMEs." Doctoral thesis, Oulun yliopisto, 2015. http://urn.fi/urn:isbn:9789526208718.
Повний текст джерелаАнотація:
Abstract This study examines the phenomenon of corporate brand co-creation in the context of small and medium sized enterprises (SMEs) operating in business-to-business (B2B) markets. The aim of this study is to better understand how external stakeholders co-create a corporate brand—brand image and identity—and what characterises these brand co-creative stakeholder relationships. Branding is regarded as a social and interactive process in which the company and its stakeholders are both considered active participants. In addition to the corporate branding literature, this study builds on industrial network theory, service-dominant logic and organisational identity theory. The empirical contribution of the study is conducted using qualitative interview and case study methods to analyse the phenomenon longitudinally and from a multi-stakeholder perspective. The primary empirical data are generated through interviews of B2B SME experts and the case company’s management, employees and key partners during the period 2010–2013. Narrative approach is employed in the data generation and analysis. The study shows that corporate branding is a holistic process that is influenced by various stakeholders. In particular, the key partners can be actively involved in co-creating a company’s corporate brand. External stakeholders are involved in corporate branding through interactions with the company and other stakeholders. The study identifies a number of co-creative actions performed by external stakeholders that influence the corporate brand image, either directly or indirectly. The study also shows that stakeholder cooperation, interaction and dialogue are central in corporate brand identity development, as they help companies to understand and adapt to the competitive environment and to define the corporate brand’s unique and central features in relation to it. At the relationship level, corporate brand co-creative stakeholder relationships are characterised by dependency and mutuality. The significance of various stakeholder relationships in branding, however, varies across situations, at different stages of the company’s lifecycle and at the relationship portfolio level; they can be understood as context-dependent, evolving and dynamic. Managers can use the findings of this study to identify the key stakeholders that are central in co-creating corporate brands and to employ their resources and integrate their activities to strengthen the corporate brandTiivistelmä Tämä väitöskirja tutkii yritysbrändin yhteisluomista yritystenvälisillä markkinoilla (B2B) toimivien pk-yritysten kontekstissa. Tutkimus pyrkii ymmärtämään miten yrityksen ulkoiset sidosryhmät osallistuvat yritysbrändin – brändi-imagon ja -identiteetin – luomiseen ja mikä on luonteenomaista yritysbrändiä yhteisluoville sidosryhmäsuhteille. Brändäystä tarkastellaan sosiaalisena ja vuorovaikutteisena prosessina jossa yritys ja sen eri sidosryhmät nähdään aktiivisina toimijoina. Tutkimus nojaa brändikirjallisuuden lisäksi verkostoteoriaan, palvelulähtöiseen ajatteluun sekä organisaatioidentiteetti-teoriaan. Tutkimuksen empiirinen osuus toteutettiin laadullisena haastattelu- ja tapaustutkimuksena jossa ilmiötä tarkasteltiin eri sidosryhmien näkökulmasta sekä pitkittäisesti. Tutkimuksen ensisijainen empiirinen aineisto kerättiin haastattelemalla B2B pk-yritystoiminnan asiantuntijoita sekä tapausyrityksen johtoa, henkilöstöä ja avainyhteistyökumppaneita vuosina 2010–2013. Aineiston keruussa ja analyysissa on käytetty narratiivista lähestymistapaa. Tutkimus osoittaa että yritysbrändäys on kokonaisvaltainen prosessi johon vaikuttaa yrityksen lisäksi myös sen eri sidosryhmät. Erityisesti avainyhteistyökumppanit voivat olla aktiivisesti mukana luomassa yrityksen brändiä. Yrityksen ulkoiset sidosryhmät osallistuvat yritysbrändin luomiseen vuorovaikutuksessa yrityksen sekä muiden sidosryhmien kanssa. Tutkimuksessa tunnistetaan useita ulkoisten sidosryhmien brändiä yhteisluovia toimintoja, jotka vaikuttavat yritysbrändi-imagoon joko suoraan tai epäsuorasti. Tutkimus osoittaa lisäksi, että yhteistyö, vuorovaikutus ja dialogi sidosryhmien kanssa ovat keskeisessä roolissa yritysbrändi-identiteetin kehittymisessä, sillä ne auttavat yritystä ymmärtämään sen kilpailuympäristöä, sopeutumaan sen vaatimuksiin sekä määrittelemään brändin keskeiset erottuvuustekijät suhteessa siihen. Tutkimuksen perusteella yritysbrändiä yhteisluoville sidosryhmäsuhteille on suhdetasolla ominaista riippuvuus ja vastavuoroisuus. Eri sidosryhmäsuhteiden merkitys yritysbrändin kannalta vaihtelee eri tilanteissa sekä yrityksen eri elämänvaiheissa. Suhdeportfoliotasolla brändiä yhteisluovia sidosryhmäsuhteita voidaankin luonnehtia kontekstisidonnaisiksi, muuttuviksi ja dynaamisiksi. Tuloksia voidaan hyödyntää yritysbrändäyksen kannalta keskeisten sidosryhmien tunnistamisessa sekä niiden resurssien hyödyntämisessä ja toimintojen integroimisessa brändäyksessä
15
Martinelle, Filip. "Enhancing Brand Equity for B2B SME through Social Media : An exploratory descriptive research." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64411.
Повний текст джерелаАнотація:
Through our smartphones, the access to information is higher than ever before. Social media has revolutionized the communication landscape in how we share information and communicate to each other. Social media has significantly impacted marketing communication, therefore organizations in B2B are exploring and trying to identify ways in how to make a profitable use of social media. Despite this interest, there seems to be insufficient understanding of how to properly manage social media in the B2B context. Furthermore, branding and brand equity through social media communication creates opportunities such as deeper customer relationship, collaboration and reduce the information necessary for a purchase decision. Currently there is a gap in the theoretical understanding of how brand equity can be enhanced through social media. The purpose of this research is to explore and describe how brand equity can be enhanced through social media marketing within B2B for SME. This research aims to understand how small and medium-sized enterprises can utilize social media in the best way possible. The research adopted a qualitative exploratory descriptive approach. The collection of data was conducted through six semi-structured interview. The sample selection for the qualitative interviews were conducted on project managers and purchase managers. The result of this research gave new insights to the customer-based brand equity model in the B2B context and how customer-based brand equity can be applied in social media marketing. This resulted in a brand equity model for B2B social media marketing, where the steps have a dependency to each other. Thus, enhancing brand equity in social media demands an identification of the social media benefits, establishing a marketing plan, how to reach your target audience, utilize experience of others, communicating about technical innovation and change through the supply chain.Genom användandet av smartphones är tillgången till information högre än någonsin tidigare. Sociala medier har revolutionerat kommunikationslandskapet i hur vi delar information och kommunicerar med varandra. Sociala medier har påverkat marknadsföringskommunikationen vilket har resulterat till att företag utforskar olika sätt för hur sociala medier kan nyttjas på ett fördelaktigt sätt. Trots detta, föreligger en otillräcklig kunskap om hur sociala medier kan användas inom B2B. Vidare skapar branding och brand equity via sociala medier möjligheter för en djupare kundrelation, samarbete samt att en minskad informationsinsamling inför ett köpbeslut. För närvarande visar forskningen en kunskapslucka vad gäller hur brand equity kan utvecklas genom sociala medier. Syftet med studien var att utforska hur brand equity kan utvecklas genom marknadsföring av sociala medier inom B2B för SME. Studien syftar till att ge en ökad förståelse för hur små och medelstora företag kan utnyttja sociala medier på bästa möjliga sätt. Studien antog en kvalitativ utforskande beskrivande ansats. Data samlades in genom sex semi-strukturerande intervjuer. De kvalitativa intervjuerna har i huvudsak genomförts med projektledare och inköpschefer. Resultatet av denna forskning gav nya insikter till den kundbaserade brand equity modellen inom B2B och hur den kundbaserade brand equity modellen kan tillämpas i ett sociala medier perspektiv. Detta resulterade i en brand equity modell för B2B inom marknadsföring för sociala media, där stegen är beroende av varandra. Däremot, en utveckling av brand equity inom sociala medier kräver en identifikation av fördelarna med sociala medier, ett upprättande av en marknadsplan, en plan för att nå sin målgrupp, ett användande av andras erfarenheter samt en kommunikation om teknisk innovation och förändring inom försörjningskedjan.
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Wei, Hsi-Lin, and 魏錫鈴. "The Case Study on Brand Establishment of Taiwanese Enterprise." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/57026422592855628750.
Повний текст джерелаАнотація:
碩士逢甲大學
經營管理碩士在職專班
95
Being through impetus of branding, M&A…etc. Six companies were selected for whose recent 5 years'' earning presented steady growth trend for this research. Whereas brand and channel are gradually taken as importance by security market. Brandy companies share price is usually surpassing than other same business. Meanwhile, Cheng Shin Ruubber, Giant Manufacturing, Johnson Health Tech, their brands had been public evaluated.2006 brand equity for each were 270 million US dollar, 255 million US dollar and 254 million US dollars (exchange rate 1:33 NTD) Comparing with end of April 2007 market price, brand equity accounts for market price ratio, Giant 55.26 % ranks the first,Johnson is 23.53%, Cheng Shin is 21.21%. While comparing with 2006 year end capital, Johnson brand equity reaches as high as capital stock 5.4 times. Each concealed brand equity amount to 54 NTD﹔Giant is about three times, each concealed brand equity amount to 30 NTD; Cheng Shin is 0.73 time, each concealed brand equity is 7.3 NTD. It may roughly verify the brand benefit from these data that continues in the fermentation. The homemade brand and Merge & Acquisition(contains holds stock not more than half investment), brand mutually to have Strong or Weak , it involves fund,talent, strategy and enterprise culture….etc. homemade brand wants a flowered longer time, but expense won''t be paid by once, it''s relatively safe. M&A gain brand fast, however, it might be hard in case company without integrated ability of financial,organization, marketing, resource. The small and medium-sized enterprises receive limited resources,but with quick action,the strain fast is a merit, might as well by small and then to big brand,starts from region,to expand after building foundation well. A certain market scale was built in Taiwan, more talent who are available to be trained and accumulate experience, after been achieved some kind of degree then extends to outside, to achieve complement effect each other. More than 1.3 billion demographic of mainland China will be the important battle field for branding. Based on same language and same race, superiority of closed geographical position, there will be supposed to have the very big development opportunity, will be worth of investing more resources. Modern economy may say is the brand economy, enterprises suitably consider their own need and condition and to construct self brand accordingly.
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Lo, Chung-Lin, and 羅中林. "Brand Everlasting Strategy of Taiwan''s Enterprise." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/77076521744708212767.
Повний текст джерелаАнотація:
碩士國立中興大學
高階經理人碩士在職專班
105
The purpose of this research program is to study on how the small and medium enterprises in Taiwan can develop their evergreen based long term branding strategies under limited resources. ln recent years, mainland China’s economy has risen abruptly with its low-cost OEM strategy which consequently caused the low-profit OEM strategy of Taiwan’s small and medium enterprises to lose its competitiveness gradually. Nowadays,the aspect of building up our own branding and pursuing higher profits is a must for the developments of Taiwan’s small and medium enterprises. The small and medium enterprises have accounted for 97.69% of Taiwan’s overall numbers of enterprises. Compared to the large enterprises which have more resources available,the small and medium enterprises in Taiwan must come up with more effective strategies with the limited resources,and to develop more values and profits for the enterprises through brand management,so as to have the opportunities to compete inside the same industry, or even to compete against the large enterprises. The theoretical structure of this research is based on the related literary works of Charles Robert Darwin (The Origin of Species, 1999),James C. Collins & Jerry I. Porras (Built to Last: Successful Habits of Visionary Companies,2007) ,Kevin Lane Keller (Strategic Brand Management,2013) and the “Organizational Inertia Theory (2005)” submitted by Clark G. Gilbert,professor of Harvard Business School,USA. The “Qualitative Case Research Method” has been adopted to deeply study the various Japanese evergreen enterprises with more than 100 years of operational histories,finding out the longevity genes of these enterprise,and then utilize both effects of “Resource Rigidity” and ”Routine Rigidity” from the “Organizational Inertia Theory” to thoroughly probe into the main reasons of these Japanese evergreen enterprises’ longevity and sustainability,and the cause-and-effect mechanism of their longevity. Finally,a brand strategy mainframe with four aspects of "customer interest oriented", "belief and vision excellence","continual innovation" and "suitable for the sustainable development requirements of the small and medium enterprises in Taiwan" which has consolidated the above-mentioned theories and researches will be specifically submitted,to assist the small and medium enterprises in Taiwan in creating evergreen based branding which may last for hundreds of long years!
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Su, Jiann-Chii, and 蘇建綺. "The Brand Strategy and Brand Equity Relation Studies of Outstanding Worldwide Brand Enterprise from Taiwan-ASUS,CHENG SHIN, GIANT." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/31983784544190710806.
Повний текст джерелаАнотація:
碩士大葉大學
國際企業管理學系碩士在職專班
94
For the past ten years, the domestic industry has faced the salary run-high, the labor force run-short, and the production cost raise constantly. The enterprise should not only produce effectively goods with high additional value, but also response to the competition threatens from newly arise developing countries. Plus, Taiwan has already joined World Trade Organization(WTO), what enterprises face is economic trade type of the globalization and liberalization. As a result, how could Taiwanese enterprises earn the benefits from international market with fast changing, volatility opposition, and micro-benefit? Al Ries & Raura Ries(1998) believe the solution is “Brand Recognition. ” Chen WeiHang(1994) mentions, “Turn brand into the legend, turn brand into immortally”, it is every enterprise has dreamt of. In fact, “Brand Equity” is the addition value that the brand has. Through the construction and creation of the brand equity, enterprises could really obtain unique value of brands. So the main study of this research will be the relationship between brand strategy and brand equity. After having the depth interview with secondary materials gathering and data collecting, this research finds out that outstanding international brands from Taiwan adopt different types of brand strategies; therefore, the way of developing brand equities end up with difference. Among them: some brand equities, because of their unique specialty, were developed into each individual brand strategy; some vice-brand strategies were constructed by the complement of main and vice brand equity; nevertheless, unified brand strategies emphasize the importance of whole image mold. In addition, this research also discovers that R&D and innovation not only establish standardize, high quality product and effectively branding, but also have the reinforced influence to various methods of the brand equity construction.
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Chiang, Hui-Lin, and 姜惠琳. "Research on Brand Experience Strategies of Direct Selling Enterprise— A Case Study of NU SKIN Enterprise." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/a9qt4u.
Повний текст джерелаАнотація:
碩士國立臺灣大學
臺大-復旦EMBA境外專班
104
The first direct selling company Nutrilite was established in California in 1945. Direct selling thus began as a unique Business model. Nutrilite was founded by a partnership of a salesman and a psychologist. They created a unique sales compensation plan which is composed of not only the revenue generated by the individual sales person but also few levels down to the sales organization. This is a completely disruptive network marketing model. The power of duplication generates tremendous sales revenue so more and more companies start to duplicate their compensation plan and business model. As of today, Direct selling industry has been flourishing for 70 years. In 2014, the number of active distributors has reached almost one billion, according to the statistics provided by Word Federation of Direct Selling Association. In order to remain competitive in all markets, international direct selling companies must continuously improve on their products, talents, corporate culture and business opportunities. In addition, timely strategic branding reposition is also crucial to stay in touch with the overall environment, and respond to the ever changing market needs with innovative brand experience to ensure its continual success. This research based of NU SKIN Enterprise details the current status of the direct selling industry and its business environment; identify the needs and opportunities of brand development in order to establish the brand experience strategy. In light of this research, the goal is to provide a solid reference for ones that are interested in becoming involved with the industry. Being the researcher myself, it once again solidifies my understanding towards corporate strategic branding and provides a strong foundation towards future management decision, thus better support company’s key factors of growth including driving additional purchase, increasing customer retention and loyalty as well as fostering sales leader progression.
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HAN, ZI-XUN, and 韓子珣. "Creating Value Chain of Enterprise Brand by Value Co-creative." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/x2vf4w.
Повний текст джерелаАнотація:
碩士國立雲林科技大學
創意生活設計系
107
Nowadays, the logic of marketing-led has changed from commodity-centered to service-centered, from the tangible material value of the exchange of goods and the creation of money by means of the circulation of goods, transformed into the creation of value through the intangible collective knowledge and intelligence between the enterprise and the relevant stakeholders. In this study, case analysis and in-depth interviews were used as research methods, and based on the results of literature research, the value cocreation model was expanded to form a preliminary model of the joint creation of brand values, and the establishment of the model was verified in the case analysis, and then the model of the dynamic brand value chain is combined according to the case sampling. Therefore, the relationship between the serial brand value chain and its branch brand value chain can be derived. The in-depth interview is based on the literature discussion and concludes the maintenance of brand relationship, the internal operation of brand value and the factors contributing to the dynamic brand value chain as the interview structure to understand the factors that constitute the dynamic brand value chain. The research results and findings have four major aspects: I. "Basic conditions for the joint creation of brand values", consumers, networks and mature entrepreneurial environments provide favorable factors for the construction of brands. The convergence of brand value propositions links brands and the brand participation platform of a complete enterprise form a complete value creation activity. II. " The basic model of the joint creation of brand values" by enterprises, the interaction among capability architecture, brand participation platform, and perceived experience configuration constitute the foundation for the joint creation of brand values. III. "Tandem brand value chain and branch brand value chain", tandem brand value chain and branch brand value chain are same in the state of resource circulation, value proposition, brand participation platform and perceived experience configuration. IV. The “factors of dynamic brand value chain" tandem brand value chain and branch brand value chain form a centripetal dynamic development mode and a diffusive dynamic development mode due to their different value proposition states. The fluency of resource circulation facilitates the formation of a complete infinite loop experience in the brand value chain.
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Yang, Yi-chin, and 楊怡勤. "A Study on The Enterprise Resources, Brand Strategy, and Performance." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/88596685442613925804.
Повний текст джерелаАнотація:
碩士國立屏東商業技術學院
經營管理研究所
97
This study base on "resource-based theory", the enterprise resource to explore the impact on business performance, and then to further explore the implementation of brand strategy of enterprises, whether related to performance. This study chooses the publicly listed companies of the various industries；Done in accordance with the definition of literature selected brand enterprises; non- brand enterprises from the industry in the selection of other business. Summarized by the integration of a total of 123 samples of data. The major finding of this study includes: 1. When R & D intensity of the increase will not increase performance. However, when the enterprises to implement brand strategy, will strengthen the R & D intensive and the relationship between performance. 2. When marketing intensity of the increase will increase performance. However, when the enterprises to implement brand strategy, will weaken the marketing intensity and the relationship between performance. 3. When human resource intensity of the increase will increase performance. However, when the enterprises to implement brand strategy, will weaken the human resource intensity and the relationship between performance.
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Chen, Jing, and 陳靚. "A Study of Multi-brand Strategy in An Enterprise Group -The Challenge for The Enterprise Second Generation." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/39832956316747464801.
Повний текст джерелаАнотація:
碩士國立臺灣大學
國際企業管理組
100
Due to several beneficial stimulations, such as Free Independent Travel (FIT) of Mainland tourists, the government actively involved in tourism industry in the centennial of Republic of China. Besides, it’s still a craze for investments in the domestic tourism hotel industry. Thus, it’s importment for the enterprise to examine its resources, and creat its own competitive advantages by the external environment and internal conditions analyses. Then, developing a proper growth strategy will be the main aim for permanent business development "GLORIA HOTEL GROUP" was chosen as a research object in the thesis. First of all, it is to research how successors make good use of the enterprise''s own resources and capabilities under the competitive tourism industry. Afterwards, establish the greater capacity for the business growth, and integrate the new & the old resources to support the development of branding strategy. Secondly, it is to explore how to expand and adjust the branding strategies from former generation: develop the enterprise''s strategy from "single-brand" to "multi-brand". Lastly, it is to discuss the influence on branding and business operational performance after the succession, and the impact on enterprise reform and innovations. The researcher took "case study" as the methodology in this research. It is to discuss the history of "Gloria Hotel Group", and emphasize more on branding strategies between two generations. Fully analyze the revelant data of the brand development by the view of resource-based theory. The results revealed that the successful enterprise succession depends on: 1.Apply business growth strategy with resource management. 2.Coordinating “Group Brand” and “Individual Brand” will show performance. 3.Establish the brand management system to achieve the differentiation of individual brands. 4.Achieve the goal of multi-brand strategy by brand extension and brand portfolio. 5.Devolution, trust and organization. According to the case study on "Gloria Hotel Group", the research results can not only be an academic contribution on references of branding strategy, successor management, resource-based theory, etc. but also a referred basis for top management in pratical brand management.
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Cheng, Hung-Yi, and 鄭弘毅. "The Development of The Key Success Factors for Brand Licensee Enterprise –Based on Taiwanese Fashion Brand Licensee." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/83913284018651573281.
Повний текст джерелаАнотація:
碩士輔仁大學
織品服裝學系
98
Due to the lack of researches in brand licensing , in this research we chose Taiwanese brand licensee in the fashion industry and attempted to explore the strategy of brand licensing. With the research we would like to arrange the details of the strategy systematically. The aim of this research was to: 1.Investigate the important aspects and principles of business operation for the brand licensee enterprise by adopting the assessment model of brand extension under the viewpoint of both consumer and the enterprise itself. And provide them the comprehensive key success factors one step further. 2.Analyze those key success factors by utilizing Analytic Hierachy Process method, then the weight of each aspect and principle and their importance rank was obtained. 3.Provide propositions of business operation for brand licensee according to the result of the Analytic Hierachy Process method, in order to supply reference resource to enterprises which manage authorized brand in Taiwan. According to the research results, the brand licensee enterprises have given great weight to consumer oriented aspects and principles, especially on the aspect of perceived quality. And although aspects like cognitive fit, dominance of the parent brand, and firm characteristics were less weighted and so did their principles, we could still figure out the importance of them by taking an integrating point of view. And we have supplied suggestions to both the brand licensee enterprises and the follow-up researches according to the research results.
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Kuo, Chi-Chiang, and 郭紀強. "The case study on Brand Strategy Driven design innovation for enterprise." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/85cm4q.
Повний текст джерелаАнотація:
碩士國立臺北科技大學
創新設計研究所
99
In the OEM(Original Equipment Manufacturer) business model, a lot of world-class foundry were established and grown up in Taiwan, relying on robust manufacturing technology. In recent years, foundry profit has been become minor and minor, so the ODM(Original Design Manufacturer) become mainstream business model. Owing to the transferring of the order and the concerns of compressed margins, it is the trend for the development of OBM(Own Branding & Manufacturer) business model in Taiwan, and then the new business challenge for branding enterprise is creating brand and product differentiation, therefore, the design innovation is the best solution for it. This research is divided into three phases, the first one is the literature review for the relevance between the definition of innovative design, type and brand strategy; the second one is the case studies for the brand strategy and method of design innovation during the development and execution; the third one is the Induction and collation of the interview content and then doing the cross-analysis, finally, the conclusions and recommendations were submitted based on analysis result. ACER, ASUS, HTC, GIANT were chosen as an example of the brand with high brand value in this research. Understand the brand strategy, innovative design approach of brand, and obtain the internal point of view from enterprise perspective by deeply interviewing with industry designers. Synthesize the research result in each phase and propose three conclusions of this research are listed as following: 1. Brand strategy driven design innovation for enterprise has been gotten rid of cost-oriented perspective and then turned to enterprise image-oriented and consumer-oriented perspective, representing brand enterprises think design innovation can enhance the enterprise image and gain the trust from consumer. 2. Design innovation process of own branding enterprise must pay attention to front end of design and development because it is helpful to understand target market. Observation phase is helpful to close the user''s real needs, design the consumer-favored products, create product differentiation and unique of brand products. 3. Method of design innovation for own branding enterprise is to use personal experience and learning of industrial designers, building a people-centered design thinking, increasing cooperation with external design companies, that enhance the brand image and competitiveness as an international brand superiority.
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Huang, Yi-Chien, and 黃益謙. "The Association among Corporate Social Responsibility, Brand Value and Enterprise Value." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/64237671932724205938.
Повний текст джерелаАнотація:
碩士中國文化大學
會計學系
101
In recent years, corporate social responsibility issues continue to be discussed, the enterprise not only profits for shareholders, should be made to corporate social responsibility and obligation, as the public demands for corporate social responsibility gradually improve, corporate social responsibility has gradually become a source of business and competitive pressure. Brand for enterprise is also another important source of competition, firms can establish a good brand image, increase business competitiveness and profits of an enterprise, allows businesses value enhancement. This study uses the Commonwealth Magazine "Best Corporate Citizens" for the company as a research sample, exploring corporate social responsibility, brand value and corporate value associated, and whether corporate social responsibility to enhance corporate value through brand value, hypothesis testing using regression analysis, empirical results show that corporate social responsibility and brand value, brand value and corporate values and corporate social responsibility and corporate value are all positively related, and the study results indicate the brand value does not have a mediating effect, meaning that corporate social responsibility to enhance corporate value without through brand value, so companies implementing corporate social responsibility can increase the company's brand value is also directly impact on corporate value.
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Yuan, Yu-Shao, and 袁瑜劭. "The Effects of Sports Marketing on the Enterprise Brand and Purchase Intention." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/35696169985610341432.
Повний текст джерелаАнотація:
碩士康寧大學
企業管理研究所
102
In recent years, along with the general improvement of people's living standards, domestic sports industry becomes more and more booming. Both domestic and foreign enterprises have begun to sense the importance of investment in sports marketing. The goal is simply to motivate consumers' preferences, hoping that sports events and activities will shift consumers’ attention to the enterprise itself as the sponsorship will enhance the image of the enterprise and strengthen consumers’ willingness to buy. Most researches on businesses investment in sports marketing, sports sponsorship were focused on motivation and benefit analysis. The study would explore, from the consumer’s point of view, to what extent brand awareness, sponsorship fitness and marketing modes would affect consumers’ preferences. In this study, returned questionnaires and data will be quantified by using SPSS for verification and analysis. The research result found that the factors of brand awareness, sponsorship fitness, and marketing mode were significantly different in terms of consumer preferences. Corporations sponsoring highly appropriate sports events were most appreciated with consumers of all ages. In terms of gender demographics, male consumers were significantly different from their female counterparts in corporate sports marketing preferences. What is more, people more involved in sports activities were more affected by the marketing approaches of branded enterprises. The research also found that sports marketing has a significant impact on purchase intention and that brand equity and purchase intentions have positive correlation. Overall, the stronger corporate sports marketing and brand equity is, the higher the consumer's willingness to buy.
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Tasi, Bai-Jui, and 蔡百瑞. "Brand Value and Corporate Risk: An Example of World Top 100 Enterprise." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/39670604821605985725.
Повний текст джерелаАнотація:
碩士國立暨南國際大學
財務金融學系
100
Brand is the most valuable intangible asset for a firm, and it has been top priority for managers to place importance on for the last ten years (Keller and Lehmann 2006). According to recent researches, building brand value can enhance financial performance of a firm. Thus, investors prefer to hold famous companies’ stocks (McAlister, Srinivasan, and Kim 2007). However, whether these famous, high brand value companies, their management is as stable as their brand and trustworthy for customers is the issue of interest. This research utilized the Three Stage Least Square (3SLS) to analyze the relationships between brand value, corporate cash flow and performance. We suggest that brand value building could decrease corporate risk due to brand value providing corporations a more stable cash flow fluctuation. This research measured brands value based on Interbrand, and conducted two methods separately as corporate risk evaluating indicator, which are the Expect Default Frequency (EDF) developed from Moody’s KMV model, and Altman (1968)’s Z-Score to discuss that whether brand value building could indirectly lower corporate risk through decreasing the degree of cash flow fluctuations. Corporation performance is measured by evaluating indicators, times of being a top 100 brand, R&D intensity, advertising intensity, profitability, and market share, for the purpose to discusses the relationships between those indicators and brand value. This research utilized Three-Stage Least Squares (3SLS) to estimate three simultaneous equations in order to handling interaction between variables. In the first equation, the researcher discussed “ the relationship between cash flow fluctuations and corporate risk”. In the second equation, the researcher discussed “the relationship between brand value and cash flow fluctuations”. The third equation discussed “the relationship between brand value and corporations performance”. The researcher considers brand value to be an important tool for management, and comprehensively analyzes corporations’ performance and corporate risk.
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Chang, Hsiao-Chen, and 張曉真. "The Study on The Relationship between Enterprise brand awareness and Image－An Example of Tennis Sport＇s Sponsorship from Enterprise Mediator." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/62866053786134801998.
Повний текст джерелаАнотація:
碩士大葉大學
運動事業管理學系
100
This study aimed to understand how the brand awareness affects brand image by using tennis players in high school and colleges as sample and corporate sponsorship as a moderator variable. This study uses a purposive sampling basis and selects the tennis players in high school and colleges of central region of the country as respondents. 383 questionnaires were issued and 329 valid questionnaires were received. The effective response rate is 85.9%. Assumptions of this study are based on literature review. After using SPSS to analyze data, the study found brand awareness has significant positive impact on brand awareness. It indicated that brand awareness is a good prediction for brand image. Corporate sponsorship has significant positive impact on brand awareness as well as brand image. Therefore, we think corporate sponsorship can be a good prediction for brand image. By presenting these results, this study hopes to provide an examinable theory and also some practical suggestions for decision makers of corporate sponsorship actions.
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Esteves, Ana Lara de Almeida Martins. "Increasing Brand equity at Rreclusa: analysis of a premium fashion brand with a social cause." Master's thesis, 2019. http://hdl.handle.net/10362/69486.
Повний текст джерелаАнотація:
Reclusa is a Portuguese non-profit social business that aims to help female inmates reintegrate
into society after serving their sentences, by selling premium handmade bags and accessories
manufactured at a Portuguese prison. Although the brand is developing a unique social
business concept, it is not achieving the desired financial sustainability. This Work Project
was developed to provide branding and marketing recommendations to Reclusa, for the
project to become more profitable and self-sufficient and, therefore, be able to better achieve
its social mission. In order to do so, a brand audit was developed, including secondary data,
alongside a primary research, through participant observation and qualitative interviews, to
gather more in-depth insights. Findings reveal that Reclusa has a low brand equity, once
consumers do not have a high level of familiarity with the brand and do not hold strong brand
associations. As so, recommendations provided are tools for Reclusa to increase brand
awareness, improve brand positioning and establish a more positive brand image, in order to
reach a higher brand equity, increasing the brand's value to attain financial sustainability.
30
Chiu, Tse-Jung, and 邱則融. "The Influence of Brand Personality and Corporate Social Participation on Brand Relationships-Types of Enterprise Crisis, Personality Trait as Moderators." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/68339486120752742813.
Повний текст джерелаАнотація:
碩士雲林科技大學
企業管理系碩士班
97
“Crisis Management” is a very important issue for a company. When a company encounters a crisis, they have to deal with it immediately. Most of the research that have been done before focus on the strategy after crisis. This research focuses on the strategy before the crisis. There are three experiments： When different kinds of brand personality encounter interior or exterior crisis, will the influence of brand relationship be different？ When a company which has high or low rate of corporate social participation encounters interior or exterior crisis, will the influence of brand relationship be different？ When different kinds of brand personality encounter the same crisis, will the influence of brand relationship for the customers who have different personality trait be different？ Companies could use the result to consider about the possibility of crisis may happen in the future before they use brand personality strategy and corporate social participation. Besides, they could also use it to do some strategy in the beginning to prevent the influence of crisis. This research uses questionnaire to investigate the change of brand relationship for customers before and after the crisis. Using two-way Anova and getting the following result： 1.When interior crisis happens, the influence of “exciting” would smaller than “sincere”. When exterior crisis happens, there is a trend that the influence of “sincere” would smaller than “exciting”. 2.No matter what kind of crisis happen, corporate social participant has no outstanding influence for brand relationship. 3.When “exciting” encounters a crisis, the influence of extravert would smaller than introvert；When “sincere” encounters a crisis, the influence of introvert would smaller than extravert.
31
Wang, Wen-Hsuan, and 王文宣. "The Relationship Model among Consumer’s Cognition on CSR, Enterprise Brand Image, Brand Attitude, and Purchase Intention – A Study of Starbucks." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/70465606667186535360.
Повний текст джерелаАнотація:
碩士國立勤益科技大學
企業管理系
101
Industrial development, social progress, and the internationalization of commerce have driven corporate social responsibility (CSR) to the forefront among corporations and consumers conscious of whether businesses are making contributions to society. This research throughs literature reviews and empirical studies to explore the relationship among consumer’s cognition toward CSR, brand image, brand attitude, satisfaction, loyalty, and future buying willingness. This study conducted a consumer survey from which 624 valid questionnaires were recovered. The results revealed the following: (1) Fulfilling CSR to customers has a significantly positive influence on functional and symbolic brand image but does not significantly influence empirical image. Fulfilling CSR to employees, the economy, and society has a significant positive influence on functional, symbolic and empirical brand image. Lastly, fulfilling CSR to the environment has no significant influence on brand image. (2) The functional, symbolic, and empirical brand image of a business has a significantly positive influence on brand attitude. (3) The attitude of consumers towards a brand has a significantly positive influence on satisfaction, loyalty, and future willingness to purchase. (4) Consumer satisfaction has a significantly positive influence on consumer loyalty. (5) Consumer loyalty has a significantly positive influence on future willingness to purchase. The information above could serve as a reference for businesses making decisions related to CSR and marketing strategies.
32
Tran, Van-Dat, and 陳文達. "A Study on Strategy Fit of Competition of Foreign Enterprise and Brand Strategy." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/33667718900919355383.
Повний текст джерелаАнотація:
碩士國立高雄第一科技大學
企業管理研究所
97
Abstract The enterprises are facing a keen competition of the business world. An Multinational Enterprise (MNE) has to know the environmental change to allocate its resource in time in order to survive. So the enterprise must have a profitable strategy. There are many ways to research performance of the Taiwan’s MNE in Vietnam. The purpose of this research is to understand the present development of Taiwan’s MNE and the trend in future. The research also discusses the competitive strategy of MNE and brand strategy while facing considerable amount of stress from a variety of market competition. Integrating and inducing the conclusion of the research, it also provides concrete suggestions and Taiwan’s MNE the competitive strategies’ system According to the result of this research, the competitive and brand strategies of Taiwan’s MNE should focus on decreasing expense and lowering the cost, improving service technique, quality, differentiation. This will enable the MNE to build cost advantages, differentiation, centralize advantages, management advantages and global positioning. These advantages develop drafts for competitive strategies shorten the time for decisions of policies and responses.
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Hsu, Shu Tze, and 許淑慈. "The Influence of Brand Strategy on Enterprise Value-The Case of Apple Inc." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/8f5n8k.
Повний текст джерелаАнотація:
碩士東吳大學
EMBA高階經營碩士在職專班
101
To strive for ever higher enterprise value, global enterprises devote tremendous efforts to improve the brand value of their businesses. Innovating and enhancing research and development, product design, manufacturing, quality control, marketing mix and customer satisfaction management have became necessities to enhancing enterprise brand perception and brand value. Aside from business improvements, deriving brand valuation is another means to improving enterprise value. Hirose valuation model is a well-estatblished valuation model that is used in numerous brand value related researches that investigate the relationship between brand value and enterprise value creation. The subject of this study is Apple Inc. and how it creates enterprise value through brand strategy execution, as well as how Apple's marketing strategy affects brand equity. Hirose brand valuation model is used to derive the brand value by analyzing the correlations between price advantage driver, loyalty driver and expansion driver. The findings of this study are: 1. Brand marketing strategy, brand recognition, and loyalty have positive influence on brand equity. 2. High brand value, high value-added product strategy and hunger marketing strategy have positive impact on enterprise value. 3. Product recognition and marketing mix are positively correlated.
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Yan-Ru, Lai, and 賴彥儒. "Relevance of the Brand Value and Enterprise Value in Different Business Life Cycle." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/97135061245566960764.
Повний текст джерелаАнотація:
碩士靜宜大學
會計學系
103
This study is examined the impact of brand value on firms’ value relevance in different enterprises life cycle periods. In this paper, Professor Hirose Yoshikuni of Japan published in June 2002 and raised Hirose brand valuation model, Prestige Driver (PD), Loyalty Driver (LD) and Expansion Driver (ED) of the three multiplied made to measure brand model. Adopting Cash Flow Patterns (Dicksion, 2011) as a Proxy for Firm Life Cycle. The samples of this paper are from Taiwanese publicly traded companies, including the Taiwan Stock Exchange (TSE) and the computerized over-the-counter market (OTC) during 2008 to 2013. To deal with multicollinearity of cross-product term, using ridge regression reduces the standard errors. The empirical results that there’s no significant relationship between brand value and enterprises value totally, but there’s a positive significant relationship between brand value and enterprises value after add in introduction and shake-out enterprises life cycle periods. This indicated that the brand value is significant to improve the informativeness and the value relevance of financial statements at enterprise value in two stages.
35
Liu, Pi-Chin, and 劉碧琴. "Refined from the Self-created Brand , LU-MIEL of Taiyen Co., into Enterprise Innovation, Brand Management and the Application of IMC." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/16083959120840906464.
Повний текст джерелаАнотація:
碩士世新大學
傳播管理學研究所(含碩專班)
93
《Abstract》 The LU-MIEL, a brand new product of refined collagen series, was aggressively introduced to the market by its mother company, Taiyen Co. From transition to privatization enterprise to brand management, Taiyen Co. has become one of the successful cases in corporation innovation in recent years. In order to accelerate in conformity with the privatization step, Taiyen Co. began to focus on research and development actively in the past few years. Especially, the biotechnology products were ready for the market. As a result, Taiyen Co. completed its privatization formally in November 2003. After President Pao-ching Cheng inducted, making the transition actively in the course of privatization and innovation, and expending the self-created brand, LU-MIEL series, became immediate goals of this corporation. His insights of fully combining every resources, and integrating the power of advertising and marketing, associated with his rich political and trade relation, senses of fashion and creation, and various aspects of managerial tactics, enabled Taiyen Co. to continuously enjoy the growth of sales. This year, Taiyen Co. has extended the LU-MIEL products into American market. It will be critical for international expending of Taiyen Co. that LU-MIEL remains expectable growth. This thesis focuses on case study of Taiyen Co. and analyses further that the LU-MIEL brand management and IMC strategy. The success of enterprises or the brand establishment depends on effectively utilizing IMC and multi-directional application. It is the best structure that enterprise applies IMC to start up its own brand. But the issues on how to choose and use all kinds of communication tools, in order to maximize the result of IMC, and how to strategize marketing plans to assist brand management are very important in this thesis research. This research is to remit the impotencies that the experts and scholars get out of brand innovation, IMC theory and marketing strategy model as the whole structure studied. The study results offer enterprises references on innovating dealing and marketing strategy; and, attempt to provide innovating enterprises a blue print in order to improve the enterprise trading in performance for all. By doing so, a long-lasting enterprise with competitive advantages would be expected. One of the study results indicates that the most important key factor of being a leading competition position of enterprise relies on the abilities to strategize and to implement when enterprises are engaged in tactic thinking and revolutionary transition. The study results also find sharp visions on tactics and management style dominate the degree in completion of transition and success of marketing strategy in a business environment.
36
Weng, SanHsi, and 翁三喜. "The study on enterprise strategy and brand management of Taiwan metal fashion jewelry industry." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/49605698620901668376.
Повний текст джерелаАнотація:
碩士國立中正大學
企業管理研究所
101
Abstract The fashion jewelry industry is a multi-application industry, including the application of material,product design,and esthetics.The annual trading amount between Paris, New York , London,Milan,Soeal , Tokyo and Honkong are over one hundred billion US dolors and had established a huge marketing system to lead the fashion of global. However, within the strict competetion of industries in Taiwan, the fasion jewelry are still at essential stage. There are no leading brand of fasion jewelry and there are no band which marketshare is much ahead over other locial brands. Therefore, this thesis is mean to study and discover the key successed factors of metal fasion jewelry industry, and salso to study the stratage of starting an enterprise and brand management. Quantitative research methods are adopted in this study to reflect the authentic information of fashion jewelry industry. All materials are collected by conducting semi-structured interviews with cases and made in writing afterward. Besides, other related materials and web-site contents are also consulted during the research. The followings are conclusions: 1.It is necseeary factor of fashion jewelry industry to have metalworking and technological background 2. The brand marketing is a key factor to establish a cooperation of fashion industry. 3. The company which was their own factory will have better performance. 4. The acture marketing chanals will be replaced by viture chanelsin future. 5. In this thesis,to have a factory is not a necessary factor of Taiwan fashion jewelry industry.
37
Jhang, Yun-sian, and 張韻絃. "Key Successful Factors of Green Brand in Enterprise Management - Daily Necessities Industries as Example." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/40261110022802490023.
Повний текст джерелаАнотація:
碩士國立雲林科技大學
創意生活設計系碩士班
101
The environmental issues are getting the whole world''s attention and the awareness of consuming green products has risen slowly since the 1990s. As the result of the improvement of living and knowledge, the behavior patterns of the consumers have changed progressively. There are increasing number of consumers would rather spend more money on eco-friendly products. According to the survey of Environmental Protection Administration, more than 95% of domestic consumers have priority to buy the eco-friendly products. This shows that the green business has tremendous influence on corporations, and none can avoid the greed trend heading toward industrial circles. Therefore, if a company seeks for sustainable management, it has to pay more attention to the influence on the environment caused by the every stage of product life cycle, and concern more about environmental issues while making business strategies. Otherwise, it may cause bad reputation and be eliminated through competition. In order to encourage more enterprises to join the group of green brands, this research is about enterprises of daily necessities that are close to people’s lives. The researcher tried to pick out the top green enterprises from the “Green Brand Survey” annually held by the “Business Next” for the past four years. The study will summarize the character of the strategies for promoting green brands and the difference of green strategies between each kind of enterprises, using literature analysis to find the rules to follow. In addition, the study will use the case-study method to understand thoroughly how an enterprise operate and maintain a green brand, and interview experts in green brand managers and scholars who specialize in environmental conservation and sustainable management. Finally, through the survey of scholars and experts in green brand managers, the researcher apply the analytic hierarchy process (AHP) to obtain the key successful factors of green brands in daily necessities industry, the results were in the order as follows:（1）Use eco-friendly materials；（2）Establish a green corporate culture；（3）Formulate and monitor the environmental management systems；（4）Build green factory；（5）Recycle and reuse；（6）Reduce packaging or no packaging；（7）Strive domestic and overseas green marks certification；（8）Improve efficiency in the use of resources and energy；（9）Implement clean production；（10）Establish a Green dedicated agency. As a result, all of them can be reference of enterprises that are trying to become green brands with social responsibility and develop the real green products and service to make a contribution to improve the global environment.
38
Yu-Ting, Wu, and 吳雨婷. "Exploring of B2B Brand Value Model:Case of Small-Medium Size Manufacturing Enterprise in Taiwan." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/96svec.
Повний текст джерелаАнотація:
碩士國立彰化師範大學
企業管理學系
102
ABSTRACT Due to the gigantic change of economics structure, many companies begin to look for new ways of bringing sustainable management to their companies. Most of the famous B2B manufacturing firms make segmentation from other competitors by branding. Therefore, there are more and more experts and scholars begin to discuss branding strategies of B2B manufacturing firms. The current study is an Analytic Hierarchy Process (AHP) based analysis that is conducted by Expert Choice 2000. We analyze experts’ opinions about the components of brand value, and we further conduct cluster analysis and variance analysis with the purpose of clarifying the problem that whether different clusters of experts will have different opinions toward the components of brand value. All of the 22 invited experts have passed consistency test (C.I.), the results show that when consumers are determining the brand values of their suppliers, their priorities would be influenced by suppliers' industry characteristics, environmental factors and situation factors. Among the 13 critical brand value components, no matter what kind category of buyer companies, all of the companies regard quality and after-sales service are rather important elements. The results also show that functional composition of brand value is worth of focalizing more than emotional composition among 13 composition factors of brand value.
39
E, Yu, and 鄂宇. "Research on brand strategy of a domestic real estate enterprise—A case of Jinhui." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/bg5gfs.
Повний текст джерелаАнотація:
碩士國立臺灣大學
臺大-復旦EMBA境外專班
103
Real estate brand has become more and more important, according with the rapid development of Chinese real estate industry and higher pursuit of consumers’ living quality. Taking Radiance real estate as example, the paper combines the theory research with empirical research and PEST analysis, Potter five analysis method and SWOT system analysis and so on to make an analysis of competitive factors including the internal and external environment, benchmark and branding strategy and structure. This study proposes optimized branding strategy and structure, meanwhile, summarizes branding strategic support system. This study divides into five parts. Firstly, organizes literature research about real estate brand, secondly, analyzes internal and external environment of Radiance, thirdly, evaluates resent branding strategy of Radiance, fourthly, proposes optimized branding strategy of Radiance, fifthly, summarizes implementation of branding strategy. This study has raised four suggestions. Firstly, Radiance should strength advantages including product designing abilities and property management, focuses on layout nationwide, regional focus and city first. Secondly, Radiance should re-organize brand structure and re-position Residential, commercial, combination and property sub-brands. Thirdly, Radiance should draw up multi-level brand communication methods. Lastly, Radiance should plan brand support system including brand organization structure, management process, marketing, brand maintenance and crisis management.
40
KU, YU-PING, and 辜榆蘋. "Trust-Factor Analysis of Green Brand for Food Enterprise From Consumer Point of View." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/35j4y6.
Повний текст джерелаАнотація:
碩士國立雲林科技大學
設計學研究所
105
In recent years, endless food safety issues have severely damaged the image of food industry in Taiwan and made general public lacking in confidence in food safety. Such a phenomenon has a huge impact on agriculture, food industry, and F & B industry. In addition, food safety is an issue attracting the attention of consumers,production and marketing industry operators, and the government. If industry operators intend to regain the trust of consumers, they have to manage food safety well and better understand the needs of consumers. Current society is an era of brands. Consumers usually make a purchase choice according to brand recognition. Brands are an important communication method used by enterprises to convey product value to consumers. With the rise of environmental protection awareness, consumers have started to pay attention to the influence of consumer behaviors on environments and resources. Consumers’ green consumption is developed through green brands and green marketing. Green brand image even represents an invisible asset of enterprises. Brand trust and emotion represent consumers’ preference for a brand. Only when consumers are fond of a specific brand,can they further develop satisfaction with a brand and purchase a product. Therefore, at the current stage, enterprises should understand relevant factors affecting consumers’ choice of certain brands, value their importance, and further introduce the establishment of brand trust system to make consumers willing to believe in enterprises and choose their products. Therefore, the purpose of this study is to understand consumers’ attitude towards green brands and factors to which they pay attention during the choice of food of green brands, as well as to find out the order of importance of the factors affecting consumers’ trust in choosing food of green brands, in order to provide the research results as reference for food enterprises to develop green brands. First, this study performed literature review and expert interview. This study confirmed relevant strategy indicators affecting food enterprises’ development of green brands according to the interview content, and used them as the questionnaire framework of long-term consumption or consumer attention. Secondly, this study conducted a questionnaire survey to investigate factors affecting consumers’ purchase decision-making. Lastly, this study used analytic hierarchy process (AHP) to find out the order of weight of evaluation indicators affecting food enterprises’ development of green brands. According to the research results, this study summarized 10 important factors affecting trust, and provided them as evaluation indicators for food enterprises to promote strategies of green brands, help enterprises respond to changes and regain consumers’ trust, and make enterprises become more prominent in green industries,achieve sustainable and long-term development, and improve the image and value of green brands. The overall research results not only can help enterprises achieve sustainable operation without being eliminated, but also can win consumers’ recognition and create business opportunities to enable consumers to enjoy better food safety and health.
41
CHENG, CHING-YUN, and 鄭晴芸. "The Correlation Between Brand Strategy and Enterprise Value：A Case Study on International Hotel Group." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/gce6th.
Повний текст джерелаАнотація:
碩士東吳大學
會計學系
107
The development of transportation not only thrives the economy, but also boosts the tourism industry. In the highly competitive residential service market, brand players have different market segments from unbranded players. Taiwan's hotel industry has developed since 1940 and has been in existence for more than six or seventy years. The development pattern is becoming more and more creative, and the research on the industry is also varied. However, the research on brand value is still less discussed from the perspective of brand equity. This study takes Silks Hotels Group as the research object to study how its marketing strategy forms brand loyalty, popularity, perceived quality, brand association and other brand equity projects. We plan to calculate its brand value through HIROSE MODEL, and analyze what factors contribute to the improvement of brand equity in marketing strategies. The research results show that marketing strategy (price, store impression, advertising expenditure and discount promotion) has a positive and significant impact on brand equity. The higher the brand awareness, the more attractive the consumer will be, and the brands will complement each other. In order to improve profitability and market competitiveness, enterprises will strive to launch products with high added value, develop new products to the market, or expand the business map to create profit. Product quality and brand extension play an essential role when business shows its ambition of long-lasting.
42
Li-Min, Wang, and 王麗閔. "Study of Facebook Enterprise Fan Page Management, Brand Image, Purchase Intention and Customer Loyalty." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/zfn9ds.
Повний текст джерелаАнотація:
碩士淡江大學
國際企業學系碩士班
106
With the rise popularity of the Internet, the number of Internet users has grown year by year. Many businesses use the social network marketing. Facebook fan page is one of the marketing methods used by most enterprises. Enterprises can not only use Facebook fan pages sharing and exchange information, but also interact with fans to maintain the connection with fans. The purpose of this study is to investigate the relationship between enterprises fan pages management, purchase intention and customer loyalty, and explore whether there is a brand image will mediator the effects between the enterprise’s fan page management, purchase intention, and customer loyalty. The research method is questionnaire survey, and after the questionnaire survey was collected use descriptive statistics, reliability analysis, validity analysis, correlation analysis and regression analysis to explore the influence of each facet. And to study the advice and academic and practical advice. The results of the study are as follows:(1) Enterprise fan page management have a positive significant impact on Brand Image.(2) Enterprise fan page management have a positive significant impact on purchase intentions and customer loyalty.(3) The mediating effect of brand image onenterprise’s fan page management and purchase intention. (4) The mediating effect of brand image on enterprise’s fan page management and customer loyalty.
43
Yu-LinYeh and 葉昱麟. "Consumers' Perceived Beliefs of Brands Arising from Enterprises’ Brand Management Models." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/00687809545067404564.
Повний текст джерела
44
Lin, Yu-Chen, and 林郁蓁. "The Effect of Taiwanese Enterprises’ Brand Communication Elements on Consumer Brand Mindset and Brand Equity." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/229hkw.
Повний текст джерелаАнотація:
碩士國立臺灣大學
生物產業傳播暨發展學研究所
107
Branding is an important issue in Agriculture, but there’s no consensus way to build Tea Brand. In order to build strong Tea Brand from the perspective of consumers, the pur-pose of this study is as follows: 1) Exploring how Tea companies build strong brands with brand elements in Taiwan, 2) Exploring how brand elements shape consumers'' mindset, 3) Exploring the impact of consumer behaviors, including subjective knowledge, tea preferences, and tea consumption, on brand mindset, 4) Exploring the impact of consumer product behavior and brand mindset on brand equity. This study at-tempted to compare the views of tea companies and consumers. Therefore, the template analysis style was used to analyze the 52 tea companies constructing brands with brand elements, and 496 valid questionnaires were used to analyze young consumer’s brand mindset and the impact on brand equity. The results indicated that Tea companies in Taiwan used professional brand elements to construct a brand resonance model, which made it difficult to create a deep connection with consumers, leading to the resonance model was not stable. The results also indicated that young consumers’ behavior didn’t affect brand mindset, while Credit Guarantee, Sensory Taste, and Tea Category were the main factors affecting the brand equity of Taiwanese tea. In sum, this study verified the differences between companies and consumers in terms of methods and results. There-fore, we suggest that tea companies should help consumers construct tea classification frameworks, use images and videos to show the feelings of sensory evaluation, obtain a variety of certification marks, deep the brand mind and refine the brand story.
45
Lin, Yu-sheng, and 林佑昇. "The Research of Brand Loyalty: The Case of Enterprise Sponsorship's Impact in International Sports Games." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/06687636261160859109.
Повний текст джерелаАнотація:
碩士東吳大學
企業管理學系
95
Abstract With strong promotion and wide spread of media, sports have taken quite a huge proportion of people’s leisure time. And with the rise of this sport trend, the enterprises have realized that sponsorship is an innovative promotion tool for the enterprises to communicate with their customers, and the benefits of which is even bigger than public exposure. More and more scholars now have dedicated to the studies of sports sponsorship, and oftentimes concentrate on the interactions between the brand reputation and the results of sponsorship, yet the high popularity of the brand reputation can no longer satisfy the management. This thesis therefore will focus on how the correspondence, the involvement, and the knowledge between brand and sports will help evaluate the brand attitude and the brand image transformation. This thesis will also discuss the effects of brand attitude, brand image transfer that can help judge the brand loyalty with the correspondence of sports sponsorship. This thesis will especially do the discussion from the viewpoint of customers, not from the viewpoints of administrators nor from enterprises, and it attempts to produce actual assistances for the enterprises to do promotion and activity sponsorships. The conclusions of this thesis discover that the customers will be hugely affected by the brand attitude, brand image transfers as the sports sponsorship reach the correspondences. And when the sports sponsorship reach the correspondences, the sponsorship along with brand and activity will influence the brand attitude and brand image transfers; also, when it comes to the different levels that the brand involves the activities, the customers will distinctively affected about the brand attitude and brand image transfers. Moreover, as the customers’ brand knowledge and activity knowledge correspond to the sports sponsorships, their attitudes toward brand and brand image transfers are of no great distinctions. Last but not least, the customers’ attitudes toward brand and the brand image transfers will contribute significant differences on brand loyalty when they correspond to brand sponsorships.
46
Wang, Hsuan-Yun, and 王宣云. "A Study on Brand Image Building with Enterprise Publications—Take Shiseido Banbutsushisei as an Example." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/77003898262473480266.
Повний текст джерелаАнотація:
碩士中原大學
商業設計研究所
99
Creating a brand image shall be constituted of many elements and consideration, such as the public relationships. Especially, the importance for creating a successful brand image can be validated by the phenomenon that the enterprise-orientated publication emerging from late 19th century have been commonly utilized the various corporations. Such the enterprise publications refer to advertisement mediums published by various commercial organizations for transmitting the information to their target consumers. The delicate design of the signs and symbols for creating a corporate trademark can significantly demonstrate the endowments and spirits and philosophies of a brand image. Therefore, the critical strategy shall be how to achieve advertisement or transmitting information to specific target groups properly by visible press media. Founded more than one hundred years ago, the SHISEIDO has been one of the brands with significant market popularity, awareness and broad product lines and a vivid brand image. An in-house enterprise publication “Banbutsushisei”, published monthly since year 2001 by Shiseido, has been integrating various information from different product lines of SHISEIDO with intention for strengthen consumers’ vision perception of the brand image. Under those aforesaid prerequisites, it has thus decided for this research to conduct a case study on the brand image of SHISEIDO for mainly analyzing and exploring the relevancy between its enterprise publications, “Banbutsushisei” and its corporate brand image and characters. The major research targets include: (1) Exploring the SHISEIDO’s product portfolio and product lines and its brand image evolution, (2) Analyzing the counteracting effects between the SHISEIDO brand image and the contents analysis of its enterprise publications trends and subjects, and finally (3) Evaluating the SHISEIDO brand image and specific characters by means of researching the drawings, verbal texts in its enterprise publications “Banbutsushisei”. This research is composed of tow major categories, with each target on inspection and analysis of the visual communication images and verbal texts of the “Banbutsushisei” published monthly by this gigantic Japanese cosmetics enterprise. In respect of visual communication image, the inspection on printout layout indicates that this enterprise publication owns three features: printout layout evolution in stabilize pace, a layout edition design with high ratio of photography illustrations, and edition formats delivering certain functions; Its verbal contexts are characterized with adopting scientific and profound theories as basis, Meanwhile, the application of “NVivo8” Algorithm Software indicates that its brand attributes and charisma are created by edition policies composed of 6 aspects: humanity aspect, perception aspect, interaction aspect, innovation aspect, eternity aspect and the aspect of trademark symbols and signs. Finally after the research and analysis results of those two aforesaid inspection methods are integrated, it can be concluded and deduced for this research that “Banbutsushisei” has succeeded in demonstrating such brand image and charisma as (1) The printout layout evolution in stabilize pace, with emphasis on searching innovative enterprise philosophy from traditional ideologies, (2) The utilization of high volume of latest information and high ratio of photography illustration edition style with devotion for demonstrating the modern female vogue of integrating the sense perception and the intellectuality, and (3) The function and performance-orientated edition vision layout and configuration with high awareness of beauty image, the creation of vision image and communication for strengthening its corporate specific image appeal. Hopefully, the research results, suggestions and conclusions can provide some directions and references for the layout design and edition formats for the enterprises in the future.
47
Chang, Hsing-Wen, and 張星雯. "A Study of Enterprise Image and Brand Awareness by Sport Sponsorship for the Mountain Activities." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/95627133018441260927.
Повний текст джерелаАнотація:
碩士國立體育大學
休閒產業經營學系碩士班
101
The purpose of this study analyzed corporate image and brand awareness affect by corporation sponsor mountain activity. The questionnaire study was chosen to investigate students of alpine club in university. Participants were 116 male (56.9%) and 88 female (43.1%).The finding was analyzed by descriptive statistics, independent sample t test, and one-way ANOVA. Results of this research were as follows: 1. Last six months, 119 (26.2%) members participated in multiple alpine hiking. Also, most of them spend about NTD 5,000 dollars on purchasing base layer. 2. There were significant differences of brand awareness between leader of the alpine club and other members in club. 3. The results showed significant positive relationship between corporate image and brand awareness. Further discussion of the implications of the prospectives with sponsors’ corporate image and brand awareness for the sport customers will be discussed.
48
Chen, Chun-An, and 陳俊安. "The Study of Effectiveness of Brand Logo Visual Identification - use Notebook Computer Enterprise as Example." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/21890154711387445151.
Повний текст джерела
49
CHANG, YU-SHUO, and 張育碩. "The Effects of Enterprise/Brand Familiarity, Ability to Identify the Sponsor and Consumer Attitude on Sponsorship Benefits – An Example of Enterprise-Sponsored Stickers in LINE." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/5hr5gg.
Повний текст джерелаАнотація:
碩士靜宜大學
企業管理學系
104
For the past few years, many enterprises sponsor for the Line stickers, however a lot of consumers blocked the enterprises after they got the stickers. How could the sponsors react to the situation and reach the sponsorship effect? The aim of this study is to use the past enterprises sponsor literatures connected with Line stickers and try to understand the factors of sponsorship effect. A total of 447 subjects who used Line stickers sponsor by enterprises participated in the study. Through hierarchical regression analysis, the study found out that both of the consumers’ identification and familiarity to the enterprise/brand are the key factors of sponsorship effect. Also, consumer’s enterprise/brand familiarity is beneficial to enhancing ability to identify the sponsor. In addition, consumer’s attitude toward the sticker will moderate the indirect effect of enterprise/brand familiarity on sponsorship effect. When consumer have higher attitude toward the sticker, the result of enterprise/brand familiarity influence sponsorship effect by ability to identify the sponsor will be stronger. Last, this study will come up with a conclusion and the practical implications for enterprises who want to sponsor for the Line stickers in the future.
50
Chiu, Chih-Ying, and 邱致穎. "An Examination of Repurchase Intention in Healthy Foods: Relating Decision Conflict, Enterprise Image, and Brand Loyalty." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/17785347187454700518.
Повний текст джерелаАнотація:
碩士國立臺灣科技大學
企業管理系
97
The modern people’s dietary concepts had changed in recent years, promote food companies invested more effort in product development and innovation to satisfy the modern people’s dietary concepts, including emphasize health, hygiene and keeping fit. Previous research had found that the purchase intention can be the index for decision of consumptions, but the purchase intention can’t explain why consumers repurchase. In this research, based on healthy foods, we explore the relationship between decision conflict, enterprise image, brand loyalty and repurchase intention through consumers’ perspective on healthy foods and expect this research can help the food companies understand consumers’ demand deeply. In our experiment, we employ the healthy food as questionnaires’ subject to test participants who has the experience of eating healthy foods. According to our research, there are positive effects between decision conflict and repurchase intention, enterprise image and repurchase intention, brand loyalty and repurchase intention. Besides, our research also found that the brand loyalty had significant intermediary effect between decision conflicts and repurchase intention, but no significant moderate effect between enterprise images and repurchase intentions.