Building Brand Equity on Private Brand of 7-ELEVEN by means of Brand Identity -The Comparison between Taiwan and Japan-

• Main Authors: Wei-Yi,Yeh, 葉唯毅
• Other Authors: 林吉祥
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/qc7ew4

碩士 === 南台科技大學 === 行銷與流通管理系 === 102 === After the economic bubble stroke Japan, the consumers began to change mentally and their behavior of purchase had changed. In addition, most retailing exhibition shops were highly centralized in speed. The retailing size expanded and economic slowdown did have a great impact on the economic environment. People tended to resort to main appeal to introduce some high-quality products of private brand at a low cost. It had gradually formed a future trend for the retailing industry. However, private brand was a self-developed product for discount store, convenient stores and other channels. Plus, the quality had been greatly improved in recent years. People found that items osmolality of products had developed greatly in its level. The product with private brand taken from retailing stores continued to evolve. We will change it into a private brand product with brand identity. Yet, constructing brand identity could give the brand a personality so as to activate the brand. Yet, taking brand identity as its core idea, the manufacturer constructed an ideal brand strategy. The company also tried to convey an idea of brand identity to consumers so that consumers could have some understanding of brand recognition and brand image. (That is, the so-called brand equity was formed in the mind.) Stereotypes came into being so that the brand equity concept will be deeply rooted in the consumer’s memories. Thus, this study made use of honeycomb model of brand identity. It took the consumers from Taiwan and Japan as the respondents to give their way of thinking on its private brand 7-ELEVEN. It explored how the consumers make correlation between the brand identity and brand equity of its private brand. Honeycomb Model is made up of Symbols, Base of Authority, Emotional Benefit, Functional Benefit, Personality, and Ideal Customer Image. This study shows that through empirical analysis Taiwan and Japan in terms of “Honeycomb Model of Brand Identity” may have a positive impact of each aspects of “brand equity.” As to consumers from Taiwan, “Symbol” is the most relevant elements for brands. 7-ELEVEN labels its product’s symbol on its private brand overall packaging design. It not only allows consumers to recognize its product more easily, but also keeps the must-have crucial element in brand equity. Yet, the consumers from Japan are most correlated in terms of “Emotional Benefit.” Through displaying a personal style through brand products, it shows that people are reliable to the brand and be satisfied with it. It reveals a fact that the private brand product produced by 7-ELEVEN in Japan does play a key rule in the consumers from Japan. The store provides good quality services, kind service attitude, and multiple choices of products to increase the number of clients. By expanding the storefront franchise, the store provides a cozy eating area and complete exhibition shop project. As a result, the store can realize a more complete service for the convenience of the general public. The higher trust degree the consumers have in retailers, the more chance to increase the will of consumers to buy a private brand. As to the consumer’s needs with variety and the ability to keep control of mobility, it is very important that the store develops more private brand products.