| Summary: | 碩士 === 國立高雄師範大學 === 視覺傳達設計研究所 === 97 === "Brand identity" is to convey the meaning of the brand representation; tell consumers the brand's commitment and hope to stimulate the associations with the brand. The concepts of brand recognition are brought out by consumers, competitors and brand self-image analysis; then, it is merged by customers' same brand recognition. Brand identity in the pre-established brand positioning is very critical stage; only a clear positioning and consumers can have emotional side of the link and have the distinction and competitors.
In this research, OKUMA Fishing Tackle, through the depth interviews manner of the internal and external information related to expert interviews, as a brand identity to understand the actual operations of the implementation process. Nowadays, many researches and literatures of brand identity are mostly from the marketing level, or visual level (symbols, characters, product identification) to carry out; in this case study of OKUMA brand, we understand the process from marketing and symbols to explore two aspects of brand identity and brand image of the relationship between the research results are as follows:
(1)The core values of the brand are the important decision-making factors during the stage of the brand identity.
(2)In the quality-recognition oriented industries, they tend to obtain consumers’ recognition on products’ quality during the development of brand identity.
(3)Elements of brand identity with symbol, as well as to detect the significance of brand image to link to other tangible and intangible elements of the identification.
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