Title page for etd-0528118-120753


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URN etd-0528118-120753
Author Chih-Yu Chen
Author's Email Address No Public.
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Department Master of Business Administration Program in International Business
Year 2017
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study on Brand Revitalization Strategies - The Case of House of Little Moments
Date of Defense 2018-06-15
Page Count 99
Keyword
  • brand revitalization
  • brand position
  • value proposition
  • generation Y
  • brand outdated
  • Millennials
  • Abstract There are lots of new brands which provide similar products in the food market which makes the Taiwanese food market get more competitive. Some food companies, especially for those brands with a long history, not only need to react to those external environment changes and the changes of consumer's taste to avoid the brand entering Brand graveyard, but also achieve the goal of brand revitalization. This study tries to use the case of a leading brand with a long history in the Taiwanese food industry, Uni- Noodles, to find the secret of brand revitalization.
    This study analysis the case study based on literature review, which not only arranges the symptom of outdated brands and the terms, timing, problem finding, and the solution of brand revitalization, but also provides a model of brand revitalization which combine the case study to make their study more practical.
    In this study, the model of brand revitalization is based on Brand Identity System form Daivd Aaker including value proposition, position, and communication ways of the brand. Delivering emotional benefit, understanding the target audience, and back to the core of the brand are important, especially for the leading brand in the market with a long history. If this kind of brands would like to have another peak in the future, they have to answer the question: how to follow the change of the environment and the customer and build the strategy with differentiation advantage at the same time?
    Advisory Committee
  • Hsiao-Hui Ho - chair
  • Chih-Hung Tseng - co-chair
  • Chao-Cheng Chung - co-chair
  • Cher-Min Fong - advisor
  • Files
  • etd-0528118-120753.pdf
  • Indicate in-campus at 2 year and off-campus access at 3 year.
    Date of Submission 2018-06-28

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