A Study of Brand Image Strategy

• Main Authors: Lu Kuan Pao, 呂冠寶
• Other Authors: 賴瓊琦
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/02510093796012054333

碩士 === 大葉大學 === 設計研究所 === 95 === With the trend of globalization among enterprises and the advanced technology, the Taiwanese industry tends to transfer from OEM to self-producing, self-designing and self-sale. The effect of the branding for the launch of new products will increase dramatically and become one of the important resources for the enterprise. However, the Taiwanese industry is inexperienced in establishing a brand, with many failed examples as strong proof. Equipped with the ability of communicating with the consumers becomes the first priority to establish a brand. According to Dr. Li, Ren-fang from the Graduate Institute of Technology and Innovation Management, National Chengchi University, the origin of marketing is designing. The appeal for the essence of designing is humanity, which is the interface between the brand (or products) and the consumers. The visual design of the product is the combination of the products and the brand, which is the language between the brand and the consumers. Only when the message the brand sends out can be accepted and understood by the consumers can the brand be presented perfectly in front of the consumers. Only in this way can the model of communication bring the effectiveness into full play. Therefore, through the importance of the visual design for products and the proper strategic positioning, this study aims to provide valuable references for the Taiwanese industry in planning the brand image strategy to increase the probability for Taiwanese brands to develop successfully in market. This research important result is as follows: 1. The cognition of brand image is affected by the visual design of products conspicuously; and we can discover the style of the visual design of products which is suitable for the brand image by understood the consumer's cognition of faces the different style of the visual design of products. 2. The brand equity and the customer response are affected by the visual design of products conspicuously; and a good visual design of products truly creates the high brand equity, also creates the positive customer response.