Title page for etd-0623110-004709


[Back to Results | New Search]

URN etd-0623110-004709
Author Hsin-Ling Lee
Author's Email Address bikini1224@gmail.com
Statistics This thesis had been viewed 5581 times. Download 29 times.
Department Business Management
Year 2009
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Study of Brand Story, Brand Personality, and Brand Image: Examples of Brands in Taiwan
Date of Defense 2010-06-12
Page Count 127
Keyword
  • Brand Personality
  • Brand Image
  • Brand Story
  • Branding
  • Storytelling
  • Abstract   Taiwan development started from agriculture and gradually moves to manufacturing to finally transform the economy into a high-tech industry. The economic miracle was based on Taiwanese diligence, perseverance, and dependability; but the process does not finish there. Since we have come to a knowledge economy era, lots of enterprises in Taiwan have developed from OEM, ODM to OBM to speed up internationalization and upgrade competitive advantages.
      The best answer from companies is to response quickly and become more creative, vivid and diversified enhancing clients’ involvement. Consequently, the “Storytelling” era has begun. Enterprises nowadays use “Brand Story” to draw customers’ attention.
      Based on this perspective, the study examines how brand stories affect the brand image and brand personality. By using qualitative research, the managers of these four interviewed companies shared experiences of developing brand stories, allowing us to understand the brand spirit and brand position through the use of touching true stories that express the unique image and personality of the brand. The study shows how brand stories influence consumers, employees and other stakeholders bringing the benefits and increasing recognitions, brand image and word-of-mouth. The influencing power of brand stories is truly beyond imagination.
    Advisory Committee
  • Pei-how Huang - chair
  • Tsuang Kuo - co-chair
  • Tai-Hwa Chow - advisor
  • Files
  • etd-0623110-004709.pdf
  • indicate in-campus access in a year and off_campus not accessible
    Date of Submission 2010-06-23

    [Back to Results | New Search]


    Browse | Search All Available ETDs

    If you have more questions or technical problems, please contact eThesys