| Summary: | 碩士 === 臺中技術學院 === 商業設計系碩士班 === 97 === During the brand marketing course, due to either lacking of sufficient business scale and team specialties or discrepancies of business owner’s perception in brand value, SMEs in Taiwan often have uncertain and inconsistent brand strategies. As for the important task on building up branding elements, most companies rely on external design groups.
This project report was related to the executing progress of a brand designing project for The Teaquest , a tea business brand in Taiwan. It recorded the 2-phases brand design and integration for < The Teaquest>. In 2005, the company entrusted Victor Branding Design Company to reform and re-create a new brand image. The project took about four and half years, and the establishment of the tea cultural house, Cha Xin Yuan, in March 2009 was considered a success touchdown; the result was obvious to all.
While carrying out this brand design project, the first difficult problem confronted related to <demarcating problem>, <perception integration>, and <goal drafting>.
The designing work can be elaborated only if the three elements have come into a common view. The project content recorded the two-phases branding target and design strategy, which utilized respective design methods that were implemented by the Victor Ad., Corp. for many years, i.e. taking branding cycle as the development direction for this design strategy and using CSB as the design project’s implementation course. Therefore, not only the market target can be satisfied but also the convertible implementation procedure, while converts to the design strategy, can reduce perception discrepancies between the marketing group and the design group, and as well as help present specified designing results.
While taking both marketing and brand design into consideration, problems like “how do business owners make decisions related to the appropriateness of a design”, and “how does design group convert related information on business market and its marketing into a set of professional and effective brand design solution” had been common problems for both SME owners and design groups for quite a time. This report was expected to become an important reference while making and implementing brand design strategies for SMEs. Especially for culture creativity related industries, when the organization structure are not thorough and the marketing budget is insufficient, they should promote design management on branding procedures like branding strategies consideration, branding elements construction, and package design processes, etc… Meanwhile, by actual records, this report also pointed out matters needing attention and the solving skills, so that function of specified connection can be carried out between the designing principles and real operations.
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