The Strategy Tool of Brand Position
| Autor: | Wang, Ming-Hong, 王明宏 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 The aim of this research is to develop a series of strategic tools for analyzing and positioning the market of branding design. Therefore, designers can make objective and reasonable plans while designing works. The purposes of this research are (1) feasibility evaluation of assistant tools in the future by case comparison and analysis. (2) to help trade mark designers establish the elements and the thread of brand design in objective and reasonable ways and enhance the efficiency of time management. (3) to help business brands makepositioning strategies and evaluate infringement range of trade mark design to increase the visibility in the market and avoid infringements. In this research, 82 valid questionnaires were given out to designers and general consumers and then taken back. Multi-Dimensional Scaling is used to further analyze the trade mark data. Two-dimensional images are used as real images in final results to show the position of each trade mark. In this research, business trade mark images of the same industries are used and made into square cards for the interviewee to categorize the trade images into groups according to the degree of approximation of their own. The final results of this research are as follows: (1) establishing trademark map and clearly present the distribution distance of each trademark sample is helpful with the understanding of each trademark sample. (2) Through comparison of experiment results and infringement lawsuit cases, we found out that general consumers and those with design background share similar ideas concerning trademark sample approximation. (3) Via simulation of the project design, we found out that trademark map positioning tool is practicable. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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