Exploring Project Management as a Practical Solution to the Brand Building Practice

• Main Authors: Wu, Szu-Chin, 吳思瑾
• Other Authors: Su, Chun-Hsien
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/86907741291887868492

碩士 === 長榮大學 === 企業管理學系碩士班 === 103 === Brand was considered as a name, a term, symbol or design, or a combination of them to identify the goods or services and differentiate from its competitors. How brands can and should be built and managed is an important campaign in today’s marketing environment. There are still many issues existed in building a brand and they need to be conquered. This research will provide a new way to solve or manage the issues of building brand by using the project management framework. In order to get these through these issues of brand building campaigns, the method of the project management methodology is proposed. Therefore, the main purpose of this study is to explore the project management methodology as a practical solution for the brand building campaigns. This research was conducted by gathering data from literature review and written documents. A case study method is also used in this research to validate the proposition. The conclusion suggests that project management methodology is applicable for brand building implementation. Moreover, the project management methodology discussed in this paper could be applied to any brand building practices to prove its validity in the future.