| Summary: | 碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 104 === In 2006, Dawncake group created pineapple cake which made by Taiwan local pineapples. By this product made local pineapple cake became a rising star in traditional cake market. And Taichung city, where is the place of Dawncake group’s origin, also became the exclusive place to sell this product. Because of the competitive market in traditional cake, Dawncake group utilizes the narrative package design to make brand differentiation in the pineapple cake market. The variety of choices in package design became the unique brand image of Dawncake. Furthermore, this unique package design became the communication channel between Dawncake and consumers, through these designs, Dawncake delivered its brand spirit to consumers, and also built up its brand image, most important of all, to create the uniqueness of Dawncake brand image.
Based on narrative theory by Gergen & Gergen(1988)and other scholars, the framework of this research is structured in two dimensions: (I) Brand identity tactics. (II) Design process. Pineapple and sun cake are Dawncake group’s signature products which are the samples of this research. In this research there are two focus-group interviews, one group has design background, and the other one is the general consumers. The results from this interview is that consumers through narrative package design could clearly aware of the brand identity and the value of the products. Consumers would also have the faith to Dawncake group because of its narrative package design. The new image of traditional Chinese pasty is one of the brand identity tactics, using Taiwan traditional culture and historical images to make nostalgia feelings. Package design with the brand identity tactics to build up Dawncake group’s unique brand identity and successfully make differentiation between competitors. This new way of narrative package design could also create a good communication channel between consumers and Dawncake group, and most important of all is to make Dawncake group have its irreplaceable point of view in brand identity.
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