A Study of Branding and Trademark Strategies from Fashion Accessory Start-up Companies

• Main Authors: Lin, Yu Chen, 林佑貞
• Other Authors: Lee, Jen Fang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/74928544372780716816

碩士 === 國立政治大學 === 科技管理與智慧財產研究所 === 103 === The purpose of the study focused on how the Taiwanese young entrepreneurs started the new fashion brand to a new market and the trademarks strategies. With interview to the brand founder and visit to the channels around Taiwan and California, it revealed the marketing and entry strategy into a new market. The results indicated that the new brand should integrate the resources in marketing and intellectual property with completely market entry strategies. Global marketing and channel development strategies should be well planned in order to build up a whole new brand and registered the necessary trademarks in the market. Still, online marketing with social media channels was a new trend. It is an effective and possible way for Taiwanese company to build up a global brand. The study findings may serve as a guide for further research on branding and trademark strategies in the global market as well as a feasible model for other new Taiwanese brands.