A Study on Taiwan's International Branding Strategies
| Autor: | Feng-Chin Cheng, 鄭鳳琴 |
|---|---|
| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 Developing national brands has become an important task for many countries. It enhances the image of the nation and vitalizes the nation''s economy. The number of national brands in the global 100 largest international brands and the value of brand equity are seen as part of the national power. As the Taiwan External Trade Development Council (TAITRA) pointed out in the "The Plan for Branding Taiwan 2006", currently, Asian countries such as Japan, Korea, Singapore, Thailand, Malaysia, Vietnam and China, consider "brand development" an important task. Taiwan''s economic development focuses on small and medium enterprises, which must rely on the government to assist them in the development of their brands. In order to adapt to the evolution of international economic and trade, conform to the trend of knowledge-based economy, and raise the output value of intangible assets, Taiwan''s Ministry of Economic Affairs began to develop "The Plan for Branding Taiwan" in August 2005, integrating past experiences in promoting international brand and product image into the plan. As Taiwan''s economy faces the dual pressures of fierce competition in international market and the opening of domestic market to WTO, Taiwan’s government formally announced "The Plan for Branding Taiwan" as a seven-year program (2006 to 2012 ) in 2006, in order to enhance the value of intangible assets of Taiwan''s products and their international market shares. This study utilizes literary analysis method to examine the development of international brands and national brands and conduct a comparative analysis of national brand development strategy among Taiwan, Japan and South Korea. In addition, using "Taiwan’s top 10 international brands" companies as the main subjects, in-depth interviews of leaders of Brand strategy, government representatives, and scholastic experts of Brand studies are conducted. The interviews focus on key issues related to strategies to develop Taiwan''s brands, in an effort to identify principal industries or brands that could represent Taiwan internationally and develop strategies to elevate Taiwan enterprises into the global 100 largest brand. Suitable strategies for turning Taiwan’s national brands into international brands are discussed. Key Words : Brands、Brand Images、National Brands、International Brands |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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