Research of Brand Constructs on Taiwan Designers’ Week

• Main Authors: Li-Ching Ku, 古莉璟
• Other Authors: 陳智凱
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/01162554071679194384

碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 99 === Along with its rapid growth, the concept of design has widely acquired recognition from the public. The development of the designer brands and design exhibitions not only show the latest trends, also draw the attention of interna-tional community. With the background of starting out from OEM (Original Equipment Manufacturer), Taiwan design industry has been awarded from vari-ety of international competitions, yet, no distinctive design style has been de-veloped. For this, Taiwan designers’ week was established. From 2007, beginning from the connection among designers, an open platform has been congregated for Taiwan’s unique design culture and style from different cross-industry and joint-category community. Therefore, every year, Taiwan designers’ week held the most essential theme exhibitions, brand shows, workshops, lectures, designers’ shops, outbound exhibitions and tours to design company. This study examines the brand’s evaluation of participants in the Taiwan Designers’ Week, a collaborated design community. 395 valid questionnaires were collected. By the second-order confirmatory factor analysis, the construc-tion of brand’s evaluation in Taiwan Designers’ Week ,to build up its brand val-ue and advantage, contains five aspects, accordingly from brand personality, brand association, brand culture, brand experience and brand awareness. This study suggests that in management, in order to pursue a flourished and diverse exhibition, brand personality is the most important in construction of the brand.Exhibitions with narrative ability supplemented with the charming and emotional personality would give stronger impression to the participants. Be-sides, through presenting the sense of common purpose, it can strengthen the value of the brand association, increase the continuous participation of Taiwan Designers’ Week, from the angle of the macro point of view on the trend devel-opment, deepen the emotional influence, make the participants retrospect through design, implement with practical actions, improve the participation, boost the brand power, and therefore making the exhibition to move forward with ongoing momentum.