Brand identity design and application for night market—A case study of Chiang's guan cai bread
| Autor: | Hsin-Yi Chiang, 蔣欣怡 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 Night markets in Taiwan are famous around the world and are the most important scenic spots even superior to National Palace Museum and Taipei 101, which reveals that the sightseeing of night market in Taiwan is the current popular main stream for promoting tourism in Taiwan. Hualien, having beautiful landscape, takes tourism industry as its main development direction. The Chihchiang Night Market within has weaknesses of small scale, poor representation and is little known comparing to those in the big cities of Northern, Central and Southern Taiwan. In order to evade from such difficult condition, starting from the street stalls in the night market we shall emphasize the value elevation of all the stalls and focus on the development of localization and differentiation. Therefore, this research is aimed to explore how to assist the street stalls in Hualien Chihchiang Night Market for building their brand identities for elevating the overall value. The stall which is significant and well-known in the market was selected as the case for study. First, we did a literature survey related to night market and brands, followed by a case analysis to extract cultural elements and to derive attractive factors by using Evaluation Grid Method. At last, the brand positioning was proposed through building a business model canvas and a SWOT analysis of business model as being the design strategy for future developing of brand identity factors. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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