| Summary: | 碩士 === 銘傳大學 === 設計管理研究所碩士班 === 96 === In the past decades, Taiwan has been well recognized for its capability of manufacturing. However, recently the business of Original Equipment Manufacturer (OEM) market has been taken over by some developing countries such as Southeast Asia countries and China. The only way to bring up new value to the industry is to move from “Made in Taiwan” towards “Brand in Taiwan”. Since 2002, the Ministry of Economic Affairs has initiated numerous brand development plans including Brand Identity System (BIS), Brand Development Strategy (BDS), Brand Packaging Design (BPD), and Brand Design Strategy (BDS) as design guidance for Taiwanese enterprises in various fields to develop their own brands. Brand Identity is the identifiable design system to be settled in the beginning for branding. Companies to start own brand business has to set a comprehensive brand strategy and identity image design to gain brand awareness with design.
The purpose of the research was to investigate four issues in the process of BIS, including formation scheme, visual design steps, execution programs, and establish the management. This research to compile the basic structure of BIS that could be used as a reference for enterprises to build their brand identity system. Case study and depth interviews were adapted to collect data. Depth interviews were conducted to people who concerned in the project of renovating BIS in design companies and their cooperating enterprises. Qualitative data analysis and context analyses were utilized to analyze interviewed data.
Conclusions were as follows: (1)There were common characteristics at every stage when developing BIS and CIS; while BIS pay more attention on the protection of the trademark and traced the fruitage of launching a brand. (2)BIS elements are composed of Brand name, Brand logo, Brand typography, Brand color, Brand slogan, Brand characters, and Accessory graphics. Applied design system includes Stationery, Product packing, Shop front image and Signboard image, Interior design of shop, Uniforms image design, and Advertisements. (3)The design processes of BIS are constructed with three stages, including: analysis research, designing development, and management establishment. (4)There were three styles in executing BIS, including: master executer style, appointed design consultant style, and cooperative task style. (5)The controlling and managing process of BIS were divided into three modes: Brand managing group mode, Design consultant inspection mode, and senior position inspection mode.
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