| Summary: | 碩士 === 大同大學 === 工業設計學系(所) === 104 === Libraries faced a challenge because of internet development. In recent years, Internet became the commonest information searching tool. Many data digitalized and uploads to the Internet to share conveniently. The purpose of this paper is to discuss whether branding strategy can help library promoting, appealing people come to library more often. Explore the library branding strategies by studying Not Just Library, a new risen library, to evaluate the benefit of branding for library. The evaluation will focus on for dimensions: brand experience, brand identity, brand equity and readers’ intention, discussing the relation of cause and effect between for dimension.
The result shows that Not Just Library branding strategy helps the library rebuilding brand identity, lead readers’ emotion. Brand identity effects brand experience. Visual identity helps readers experience Not Just Library brand from different level. These two aspects effect brand equity, helping Not Just Library brand establish. And brand equity effects readers’ intention, proving that Not Just Library branding strategy can help library appeal people comes to Not Just Library. On the other hand, brand experience and brand identity cannot effect readers’ intention directly. This outcome shows that strong brand identity help brand experience rise, but both dimensions cannot appeal readers come to Not Just Library directly.
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