Academic literature on the topic '品牌化'

碩士<br>國立臺灣師範大學<br>美術學系<br>101<br>What is the "trend"? This vocabulary was extensive use of local media, among the younger generation lips, the local trend of the brand rised, and thus become a huge business opportunities in the independent market, the influence should not be underestimated; however, only very few people in actually parsing trend "comes from. This special clothing type from the extension of Western popular culture, youth sub-culture out its aesthetic point of view is rooted in the cultural backgrounds, trace the origin is an important objective of this study: this creation research were based on sub-cultural texts and world famous street wear brands, and explore how to design strategies to establish a whole line of various trend of brand image, coupled with itself as a trend brand (DeMarcoLab), as an art director of the work experience and product design to verify the enforceability of the design pattern has a unique style and the international competitiveness of the trend of world-class brand image to the visual vocabulary practice.

碩士<br>國立政治大學<br>企業管理研究所<br>91<br>Since the 1970s, “brand personality” has become a popular issue, which was discussed by many scholars and widely used in business practice. Most scholars studied this topic from the consumer’s point of view, and the framework of brand personality dimensions has been most completely worked out. However, culture differences had great influence on brand personality, but there were limited studies that focused on this issue. Since advertisements contained sufficient information of culture and brand personality, this study intended to make a cross-cultural comparison of brand personality by referring to the brand personality dimensions found by previous researchers and performing advertisement research. The purposes of this study are to compare the differences of brand personality between Taiwan and Mainland China, to investigate the influence of product category on brand personality, and to combine “self concept” with brand personality. Compiling the dimensions studied by previous scholars for coding indicators, this study uses content analysis to make this study. Not only does this study fulfill the scope of brand personality analysis, it also provides insights for building brand strategies and entering the market in China. The samples are newspaper advertisements from 1996 to 2001. China Times in Taiwan and Shang-Hai Wen-Hui Bao in Mainland China are chosen. There is a total of 864 advertisements. After statistics analysis, the results are listed as the following: 1.To the appearance of brand personality, ads in Taiwan show more humanity, while those in Mainland China emphasize on product functions. 2.There are different proportions between the representations of dimensions. Those dimensions with higher frequencies may be easily perceived by consumers or may more appealing to them. 3.Relationships exist between brand personality and culture. Positive relationship means certain dimension should be emphasized when the relative culture tendency is higher. 4.There exists a great difference in brand personality between product categories: the “utilitarian-expressive” products emphasize on “competence” dimension, while the “value-expressive” products show more humanity. 5.Brand personality is closely related with “self-concept”: “peacefulness” and “sincerity” are positively related to “actual self,” while the other three dimensions are positive related to “ideal self.” This study discusses this issue for the first time; however, further studies are needed to investigate the moderating effects.