臺灣博碩士論文加值系統

當今在個商業激烈競爭的環摬中，擁有強大的品牌和聲譽都成為所有行業的基本方面，並為長期成功提供最佳保障。此外，品牌管理是建立強大品牌和提升企業業績的一種手段。然而，有效的品牌管理需要與一致性和持續溝通相關的巨大努力和長期過程。它需要大量資源來實施。這是許多公司特別是手工業企業遇到的極具挑戰性的問題，因為他們更難以涵蓋創建和管理品牌的相關資源。
這項目研究结果旨出在研究越南手工業企業如何進行品牌管理，特別是在手工業領域，並找出為手工業企業建立成功品牌的障礙。此外，在了解越南手工業企業在實踐中應採用的潛在品牌戰略。為了實現研究的目的和目標，研究者採用半結構化訪談作為質性研究方法的數據收集方法。共有10名参與者 (所有手工業企業商或經理) 都接受了採訪。
根據實際研究結果發現，越南的手工業企業通常會通過企業主的願景和價值觀來創造自己的品牌形象。此外，產品的獨特性和質量以及原產國是建立和發展品牌識別的關鍵方面。大多數手工藝公司的企業家都沒有關於品牌和品牌管理的特定知識。由於預算不足和缺乏人力資源，手工業企業在創建，開發和管理品牌時仍面臨諸多困難。
最後，本研究項目已回答了閉於越南手工業企業的所有提問, 實現了研究目標己及展示了管理意義。

In today''s business competitive environment, owning a strong brand and reputation, all become the basic aspects in all sectors and comes with the best warranty for a long-term success. Besides, brand management is the means to build strong brands and improve the business performance of the organization. However, effective brand management requires a large effort, and long process associated with the consistent and continuous contact. It requires a significant amount of resources to implement. This is a matter of considerable challenges that many companies particularly handicraft enterprises, as it is more difficult for them to cover relevant resources for creating and managing a brand.
This research project aims to investigate how brand management is done in the handicraft enterprise in Vietnam, especially in the handicrafts sector and to identify obstacles in building a successful brand for the handicraft enterprises. In addition, this research aims to find out the potential brand strategy should be the manual business practices applied in Vietnam. To carry out the purpose and goals of the research, this study used a semi-structured interview as a data collection method for qualitative research methods. A total of 10 participants (owner or manager of the handicraft enterprise) were interviewed.
Based on the empirical findings, studies have found that usually the handicraft enterprise in Vietnam to create their brand through the vision and values of the business owner. In addition, the originality and the quality of the products and the country of origin is the key aspect to build and develop brand recognition. The majority of entrepreneurs of craft companies have no specific knowledge related to trademark and brand management. The handicraft business still faces some difficulties when creating, developing and managing their brand due to the scarcity of human resources and the lack of budget.
Finally, this research has answered all the questions the research and achieve the goals of research along with expressing the meaning of management, and provides issues for the handicraft enterprise in Vietnam.

TABLE OF CONTENT

摘要 I
ABSTRACT II
ACKNOWLEDGEMENT III
TABLE OF CONTENT IV
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER 1. INTRODUCTION 1
1.1. Introduction 1
1.2. Background 1
1.3. Purpose of the Study 3
1.4. Study Objectives 3
1.5. Significance of this study 4
1.6. Methodology and Data Collection 4
CHAPTER 2. LITERATURES REVIEW 5
2.1. Introduction 5
2.2. The Role of The Brand 5
2.2.1. The role of the brand to the consumer 5
2.2.2. The role of the brand in the businesses 6
2.3. The Role of Management towards Branding 7
2.4. The Concept of Customer-based Brand Equity 8
2.5. Brand Awareness 9
2.6. Brand Image and Brand Associations 10
2.7. Designing Brand Marketing Programs 11
2.8. Brand Elements 11
2.8.1. The tangible elements 12
2.8.2. The invisible elements 15
2.9. Brand Marketing Communications 18
CHAPTER 3. RESEARCH METHODOLOGY 20
3.1. Introduction 20
3.2. Qualitative research approach 20
3.3. Data collection: structured interviews 21
3.4. Data analysis 22
CHAPTER 4. RESEARCH FINDINGS 25
4.1. Analysis of Interview 25
4.1.1. Core brand values 26
4.1.2. Brand knowledge 27
4.1.3 Brand distinctiveness 29
4.1.4. Brand elements 30
4.1.5. Management and Marketing activities 31
4.1.6. Branding barriers 33
4.1.7. Secondary brand knowledge and associations 35
4.1.8. Brand development 37
4.2. Chapter summary 40
CHAPTER 5. CONCLUSIONS AND PROPOSITION DEVELOPMENT 41
5.1. Introduction 41
5.2. Discussion and proposition development 41
5.3. Conclusion 45
REFERENCES 47
APPENDICES 50






LIST OF TABLES

Table 1. Criteria for Choosing Brand Elements (Keller, 2013) 12





















LIST OF FIGURES

Figure 1. Brand identity framework 15

 

Aaker, David A. 2011, Building Strong Brand, 11th Edition, Free Press.
Adams, J., Khan, H. T. A., & Raeside, R. (2014). Research methods for business and social science students. New Delhi: SAGE Publications.
American Marketing Association. (2014). Retrieved from https://www.ama.org/resources/ Pages/Dictionary.aspx?dLetter=B&dLetter=B
Bradley, N. (2013). Marketing research: Tool & techniques (3rd ed.). Oxford, UK: Oxford University Press.
Braun, V., & Clarke, V. (2013). Successful qualitative research: A practical guide for
beginners. London: SAGE Publications Ltd.
Bryman, A. (2012). Social research methods (4th ed.). New York: NY: Oxford University Press.
Bryman, A., & Bell, E. (2007). Business Research Methods. Oxford: Oxford University Press.
Collis, J., & Hussey, R. (2009). Business research: A practical guide for undergraduate & postgraduate students (3rd ed.). Basingstoke, UK: Palgrave Macmillan
Davis, R. (2014). Social media branding for small business : The 5–sources model.
Donley, A. M. (2012). Research methods.
Elliott, R. R., Percy, L., & Pervan, S. (2011). Strategic brand management (2nd ed.). New York: Oxford University Press Inc.
Ferrell, O. C., & Harline, M. D. (2014). Marketing strategy: Text and cases (6th ed.). OH, USA: South-Western Cengage Learning.
Fisher, C., & Vallaster, C. (2010). Connective branding : Building brand equity in a demanding world.
Flick, U. (2014). An introduction to qualitative research (5th ed.). London, England: SAGE Publications.
Glenn, J. C. (2010). Handbook of research methods: Oxford Book Company.
Gronlund, J. (2013). Basics of branding : A Practical guide for managers.
Gundala, R. R., & Khawaja, H. (2014). Brand managment in small and medium enterprise: Evidence from Dubai, UAE. Global Journal of Business Research, 8(1), 27-38.
Harwell, M. R. (2011). Research design: Qualitative, quantitative, and mixed methods (2nd ed.). Thousand Oaks, CA: Sage
Horan, G., O''Dwyer, M., & Tiernan, S. (2011). Exploring management perspectives of branding in service SMEs. Journal of Services Marketing, 25(2), 114-121.
James R. Gregory, 2004, The Best of Branding: Best Practices in Corporate Branding, published by McGraw-Hill.
Kapferer, J.-N. (2004). The new strategic brand management. London: Kogan Page.
Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking.
Keller, Kevin Lane. 2001, Havard Business Review on Marketing, 1st Edition, Harvard Business School Publishing Corporation, United States of America.
Keller, K. L. (2008). Strategic band management: Building, measuring and managing brand equity (3rd ed.). Upper Saddle River: Pearson Education, Inc.
Keller, Kevin Lane. (2013). Strategic Brand Management, 4th Edition, Authorised adaptation from the United States edition, published by Pearson Education, Inc.
Khan, Adams, J., H. T. A., & Raeside, R. (2014). Research methods for business and social science students. New Delhi: SAGE Publications.
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Essex, England: Pearson Education Limited.
Lassen, P., Kunde, J., & Gioia, C. (2008). Creating a clearly differentiated SME brand profile: The case of Montana A/S. Journal of Brand Management(16), 92-104.
Maxwell, J. A. (2013). Qualitative research design: An interactive approach (3rd ed.). USA: SAGE Publications, Inc.
Myers, M. D. (2013). Qualitative research in business and management.
Ng, W., & Coakes, E. (2013). Business research enjoy creating, developing and writing your
business project=business research. London: Kogan Page.
Rabionet, S. E. (2011). How I learned to design and conduct semi-structured interviews: An ongoing and continuous journey. The Qualitative Report, 16(2), 563-566.
Saunders, M., Lewis, P., & Thornhill, A. (2012). Research method for business students (6th ed.). Essex, England: Pearson Education Limited.
Tracy, S. J. (2013). Qualitative research methods: Collecting evidence, crafting analysis, communicating impact. West Sussex, UK: Wiley.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2010). Business research methods (8th ed.). Mason, OH: South-Western Cengage Learning

Vietnamese reference
Vietnam Chamber of Commerce and industry VCCI, 2010, Business magazine Biweekly.