臺灣博碩士論文加值系統

The 21st century is considered the competition century between economies. Especially, compete between firms more and more fiercely. Many companies say that they have a strong brand, but in reality what they have is a name of goods. That could also be a name table of the company was hang front gate firm, or a sheet of paper printed on the product... The name becomes a brand when consumers identify the product as property, tangible benefits, intangible benefits that it brings to customers. When the awareness customers are more and more, they are ready to pay high prices for using the product.
As competition in the business sector increasingly fierce to see the importance of marketing in general speaking construction brand activities and promote the brand in speaking particular. This is also the most important objectives of sustainable development strategies of the company Hacomy in the current period.
In the fiercely competitive environment like this, the strong firm will be the winner in the race for market share. Want to become winner, firm needs to implement many measures to improve their competitiveness to survive. One of the most important solutions is building brand equity for Hacomy firm to sustainable development.

The 21st century is considered the competition century between economies. Especially, compete between firms more and more fiercely. Many companies say that they have a strong brand, but in reality what they have is a name of goods. That could also be a name table of the company was hang front gate firm, or a sheet of paper printed on the product... The name becomes a brand when consumers identify the product as property, tangible benefits, intangible benefits that it brings to customers. When the awareness customers are more and more, they are ready to pay high prices for using the product.
As competition in the business sector increasingly fierce to see the importance of marketing in general speaking construction brand activities and promote the brand in speaking particular. This is also the most important objectives of sustainable development strategies of the company Hacomy in the current period.
In the fiercely competitive environment like this, the strong firm will be the winner in the race for market share. Want to become winner, firm needs to implement many measures to improve their competitiveness to survive. One of the most important solutions is building brand equity for Hacomy firm to sustainable development.

ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables V
Figures VI
Chapter1 Introduction 1
1.1 Background 1
1.2 Research Motive 2
1.3 Research Purpose 2
1.4 Research Method 2
Chapter 2 Literature Review 3
2.1 Brand Overview 3
2.1.1 What is brand? 3
2.1.2 Brands versus products 3
2.2 Brand Equity 4
2.3 Brand Knowledge Structure 5
2.3.1 Brand awareness 6
2.3.2 Brand image 6
2.3.3 Determining the desired brand knowledge structures 6
2.4 Brand Element Choice Criteria 7
2.4.1 Memorability 7
2.4.2 Meaningfulness 7
2.4.3 Transferability 8
2.4.4 Adaptability 8
2.4.5 Protectability 8
2.5 Brand Element Options and Tactics 9
2.5.1 Protectability 9
2.5.2 Logos and symbols 9
2.5.3 Characters 10
2.5.4 Slogans 10
2.5.5 Jingles 10
2.5.6 Packaging 11
2.6 How to build Brand Equity 12
2.6.1 Brand vision. 12
2.6.2 Brand strategy. 13
2.6.3 Brand identity system 13
Chapter 3 Research Methodology 14
3.1 The Case Company 14
3.1.1 Naming. 14
3.1.2 Logo and symbol. 14
3.1.3 Branding activities. 14
3.2 Research Design. 14
3.2.1 Research framework. 14
3.2.2 Descriptive methodology. 16
3.3 Data Collection 16
3.3.1 Questionnaire internal information 16
3.3.2 Questionnaire external information 18
Chapter 4 Research Results and Analysis 21
4.1 Results analysis 21
4.1.1 Overview of business environment 21
4.1.2 Analysis internal information company 21
4.1.3 Analysis external information 24
4.2 Branding Plan 26
4.2.1 Vision brand 26
4.2.2 Brand strategy 26
4.2.3 Brand identity system 27
4.2.4 Plan to build and promote brand 28
Chapter 5 Conclusions, Recommendations and Limitations 31
5.1 Conclusion 31
5.2 Recommendations 31
5.2.1 Human resources 31
5.2.2 Management 32
5.2.3 Marketing 32
5.3 Limitations and Future Research 32
References 34
Attachment 35

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Jesper Kurde (2002), Unique Now or Never: The Brand is the Company Driver in the New Value Economy, Prentice Hall – Pearson Education Books
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