| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 103 === With the development of the society, people desire to express themselves more than ever before. Dress code is one of the most straight ways to show people’s characteristics. More and more clothing brands come into our life, and some perform well and some do not. How to operate and manage a company becoming a sustainable corporation is a vital topic. The concepts and approaches of brand operation are also very important topics to study. In terms of brand operation and management, brand itself will first come into our mind. So-called brand is a symbol, which engraves on people's mind. For clothing brand, brand itself is the source of value. The brand symbol combines many vital parts, including corporation value, culture, product explaination, quality, science and aesthetics. Through creative marketing strategy and combining brand characteristics, brand communication, sales and brand management, brand name and reputation will have an impact on consumers, and win the support from them. This thesis will take a clothing brand for example. Brand operation mentions about different approaches, including product design, marketing and internal operation procedures, etc.. For brand management, it emphasizes on how a clothing brand to win a market through different management ways.
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