A Study on Brand Image Building with Enterprise Publications—Take Shiseido Banbutsushisei as an Example
| Autor: | Hsuan-Yun Wang, 王宣云 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 Creating a brand image shall be constituted of many elements and consideration, such as the public relationships. Especially, the importance for creating a successful brand image can be validated by the phenomenon that the enterprise-orientated publication emerging from late 19th century have been commonly utilized the various corporations. Such the enterprise publications refer to advertisement mediums published by various commercial organizations for transmitting the information to their target consumers. The delicate design of the signs and symbols for creating a corporate trademark can significantly demonstrate the endowments and spirits and philosophies of a brand image. Therefore, the critical strategy shall be how to achieve advertisement or transmitting information to specific target groups properly by visible press media. Founded more than one hundred years ago, the SHISEIDO has been one of the brands with significant market popularity, awareness and broad product lines and a vivid brand image. An in-house enterprise publication “Banbutsushisei”, published monthly since year 2001 by Shiseido, has been integrating various information from different product lines of SHISEIDO with intention for strengthen consumers’ vision perception of the brand image. Under those aforesaid prerequisites, it has thus decided for this research to conduct a case study on the brand image of SHISEIDO for mainly analyzing and exploring the relevancy between its enterprise publications, “Banbutsushisei” and its corporate brand image and characters. The major research targets include: (1) Exploring the SHISEIDO’s product portfolio and product lines and its brand image evolution, (2) Analyzing the counteracting effects between the SHISEIDO brand image and the contents analysis of its enterprise publications trends and subjects, and finally (3) Evaluating the SHISEIDO brand image and specific characters by means of researching the drawings, verbal texts in its enterprise publications “Banbutsushisei”. This research is composed of tow major categories, with each target on inspection and analysis of the visual communication images and verbal texts of the “Banbutsushisei” published monthly by this gigantic Japanese cosmetics enterprise. In respect of visual communication image, the inspection on printout layout indicates that this enterprise publication owns three features: printout layout evolution in stabilize pace, a layout edition design with high ratio of photography illustrations, and edition formats delivering certain functions; Its verbal contexts are characterized with adopting scientific and profound theories as basis, Meanwhile, the application of “NVivo8” Algorithm Software indicates that its brand attributes and charisma are created by edition policies composed of 6 aspects: humanity aspect, perception aspect, interaction aspect, innovation aspect, eternity aspect and the aspect of trademark symbols and signs. Finally after the research and analysis results of those two aforesaid inspection methods are integrated, it can be concluded and deduced for this research that “Banbutsushisei” has succeeded in demonstrating such brand image and charisma as (1) The printout layout evolution in stabilize pace, with emphasis on searching innovative enterprise philosophy from traditional ideologies, (2) The utilization of high volume of latest information and high ratio of photography illustration edition style with devotion for demonstrating the modern female vogue of integrating the sense perception and the intellectuality, and (3) The function and performance-orientated edition vision layout and configuration with high awareness of beauty image, the creation of vision image and communication for strengthening its corporate specific image appeal. Hopefully, the research results, suggestions and conclusions can provide some directions and references for the layout design and edition formats for the enterprises in the future. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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