| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 100 === As America’s subprime crisis and European debt crisis happened, many enterprises and consumers take “price” as a benchmark for shopping behaviors. Thus, the profit of many enterprises decreased. Also, brand equity easily decrease. Communication technology and media message develop and increase explosively. If time-honored brand which shorts brand conscious and innovation motivation relies on sustain its competitive advantage by 4P marketing combination only, it will lose their market finally. As a result, brand revitalization of time-honored is the most important issue of selected company in this research.
The purpose of this research is how to build the process of brand revitalization and its business model for enterprise by understanding the hidden thinking and purpose of brand revitalization in enterprise in multi-case study comparison and analysis. This research takes “Wei Lih Jah Jan Mein”, “Wei Lih Yi Duo Tsan” and Kaisi Oolong Tea” as example, researches the case of brand revitalization and compare with benchmark brand and then, summarizes the relationship between brand position, integrated marketing communication and brand revitalization.
In this research, there are three conclusions as bellow:
1. Brand position is the core of brand maintain and every marketing activity origins from it.
2. Brand revitalization is consumer-oriented. At the same time, pursing the common topic for bilateral communicate.
3. Brand revitalization is the synergistic effect which comes from brand awareness and brand preference.
This research proposes when enterprises develop brand revitalization and business model, they emphasize on “brand strategy” and take “brand position” as the first considering. As a result, the first step for brand development to build brand identification of enterprises by building brand position. With brand identification, customers can distinguish other competitive brand clearly in market. The second step is developing “brand innovation”. Figure out and meet the demand of customers and make customers moved is the main process of the second step. The third step is developing brand. “Brand communication” is the main key factor. By proper integrated marketing communication channel, the unity of the communication for brand message in customers, brand identification and brand image, customers can have positive association with brand equity.
|
|---|
