A Report of Branding Management Process-Using The Case of “Organic-Blue”

• Main Authors: Tzu-chang Tseng, 曾子章
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/52233659007057628641

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 102 === The report is about “the process of a of branding management”, and it applies the launched case as a reference, Branding management process is divided into four stages as follows: First Stage: Brand discovery, Starts from the market analysis, focusing the brand spirit of the brand assets and clarifies the brand position. Second Stage: Brand strategy, uses the brand positioning or brand architecture to develop marketing strategies. Third Stage: Brand creative Design, from the “Naming” to the “Corporate Identity Systems”, including set up brand manual, gradually establish brand image. Forth Stage: Brand communication, from brand training to brand image development, finally uses the IMC tool to communicate with consumer, the main purpose is to deliver the brand image consistency. Based on the above, the researcher focuses on the sharing of the brand management process, the initial step introduces what is the brand management tool, and uses the "Organic Blue" case to share how or why the branding team made a decision, if necessary, will discuss the “brand management “ reasoning ideas in the following chapters and sections.