An Exploratory Study of Creating Brand Identity through Social Design

• Main Authors: Chou, Yi-Yang, 周易陽
• Other Authors: Kuo, Kuo-Tai
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/34432046128073469519

碩士 === 輔仁大學 === 國際經營管理碩士學位學程 === 103 === By using innovative business model, foreign social enterprises not only solve social and environmental problems, but create great amount of economic benefits. Recently, young entrepreneurs in Taiwan have responded to this trend, they care more about how to found and develop social enterprises. However, under the circumstance that most people can’t define and position social enterprises precisely, their products are easily labelled to benevolence only, consumers may just purchase for a sudden impulse and won’t give them constant support. Most domestic social enterprises are currently small and medium enterprises which are founded less than 5 years, for the purpose of creating economic and social value to convey their concepts and operate sustainably, it’s important for us to find out some solutions to assist those social entrepreneurs. This study inquires into Method, TOMS and Motherhouse basing on case study, those three foreign social enterprises are founded successfully and operated stably for over 10 years. The discovery of this study shows no matter what issues social enterprises may concern, social enterprises commonly apply the concept of social design in green design and responsible design. Furthermore, social enterprises also use the business model that includes responsibility for society and environment. With designing fashion outward appearance and packing of products, and the usage of word of mouth, this study considers that it will be helpful for spreading those social design products, services, and their ideas. In that case, social enterprises can gather customers whoever approve of their ideas, make customers approve of their brands further, and customers may buy their products continuously. As a result, social enterprises can achieve sustainable development. This unique brand identity may not be possessed by traditional enterprises, and most domestic social enterprises seem to lack of it, either.