| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 102 === Being a kingdom of OEM for several decades, Taiwan has just begun to build its own brand. But as competition gets fierce and profits are squeezed, branding becomes more and more important for Taiwanese companies.To find out how a company could build up its brand, we need to consult major theories in brand equity and compare them with practices been taken in the industry.
This research uses the technique of case-study analysis. Using the widely acclaimed Just Mobile as the case to be studied, it is aimed at finding out the most suitable brand equity model to explain how a strong brand is built, and what variables are most important in this process.
We found that the Customer Based Brand Equity Model (CBBE) by Kevin Keller can best explain the way to build a strong brand, because it is solid and logical in its structure, and is comprehensive in the aspects it covers
Using this model as a reference, We can see clearly how Just Mobile has developed a strong brand. Ever since its establishment, Just Mobile has been very mindful in building its brand identity and brand meaning, insisting on a positive, outward looking and forward approach, and has thus created positive, outward looking and forward looking approach, and has thus created positive brand response and high loyalty from the Apple fans.
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