The Study of Brand Building : The case of Author Giddens

• Main Authors: Hsieh-jou Chou, 周寫柔
• Other Authors: Fu-mei Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/s63a9p

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 102 === 　　Giddens Ko is a famous contemporary Taiwan writer. Since he started to publish creative works in 1999, he has published up to 70 books with diverse styles in 12 years with “Variety” as the most prominent characteristic of his writing style. So far, many works have been adapted as cross-boundary creative works such as comics, films, TV programs, online games, and etc. Additionally, Giddens Ko is a crossover director. The movie “You Are the Apple of My Eye” in 2011 has made him as brilliant person of the year in the cinema circle. Giddens Ko is the first writer signing a contract with Star Ritz Agency Company. Under the condition that the star writers flood in the publish market, the writer agent Angie Chai operates “Giddens Ko” with the concept of the “personal brand”. This thesis takes Giddens Ki as the research subject and explores the following issues—when Giddens Ko is transformed into a “brand”, what is the brand value and image he possesses? As a writer, how does Giddens Ko shape the personal brand? How does Giddens Ko establish the brand relationship with his fans through digital platform? 　　By observation of brand orientation of Giddens Ko, and through depth interviews, questionnaires, and secondary data analysis, this study has generalized the development history and value of the brand, Giddens Ko, and the change of brand implication in his cross-boundary process. It has been found that in the process of establishing the brand, Giddens Ko’s Internet platform operation has significant influence. In other words, this phenomena shows that in brand construction, Giddens Ko himself is the primary decision maker in impacting brand symbol messages, even superseding the image package by the agency company and publish company. Finally, as far as Goddens Ko’s case is concerned, “self-consciousness of the writer” plays a critical role in brand building.