The media environment have changed constantly in the nowadays. Even though audiences can use a variety of the media, the ratings of watching programs by TV is still the mainstream, and the classification of the drama is the highest of program types in average audience rating. Recently, the concept of brand marketing is more and more important in the company, however, with the brand concept exploring audience viewing behavior is still rarely in the media research. This study used questionnaires, and structural equation modeling (SEM) as a data analysis. The research focus on drama programs and channels to investigate in Taiwan so that we can understand how the brand equity affect audience viewing behavior. The research focuses on drama programs and channels, and explores the audience viewing behavior in the perspective of customer-based brand equity. The research not only explores the brand equity of the drama programs, but also investigates the relation with the brand equity of drama programs, channels and audience viewing behavior. Even more, adding two factors in model including the types of audience and the drama types of audiences¡¦ preference, and explore the impact with among the three. The results showed that brand awareness of programs affect audience viewing behavior on a positive significantly, however, the brand image of programs can¡¦t affect the audiences viewing behavior. The brand equity of drama programs can affect the brand equity of the channels and the brand equity of the channels can affect the audiences viewing behavior. In addition, because of the difference between of the types of audience and the types of drama, the brand equity of drama programs has an impact on the viewing behavior.

When globalization as accelerated, consumers worldwide can make their own decisions from a large number of brands, either foreign or domestic. This circumstance evokes the question of whether consumers from different nations would have different perceptions of brand experience. The answer can help marketers when determining if they should apply same brand strategies across nations. Thus, as brands in a multinational competitive market, marketers should first position their brands in those markets and clarify the cultural characteristics that would cause impacts to the brand. This study examines the discrepancies caused by cultural differences on consumers¡¦ brand experience, which contains sensory, affective, behavioral, and intellectual factors. Using responses from 180 Taiwan and 179 French consumers, this study found consumers within cultures low on power distance, collectivistic, and low uncertainty avoidance have more intensive relationship with brand experience. This research provides global brand management an insight to optimize brand positioning and improving brand experience across cultures.

The combination of brand and art provides people unlimited imagination. The idea of the fashion industry cooperating with artists started from the 19th century in Europe. The combination of luxury merchandise and art can enhance the personal sense of beauty seen within a product and the brand image ascends through the pursuit of aesthetic perfection as well. Taiwan cultural and creative brands produce high-value recognized products, bring the related art and culture into everyone¡¦s life and promote the further development of Taiwan¡¦s cultural and creative industries. Such is the value of culture by branding. Examples like Franz, Jimmy and Tittot, all introduce Taiwanese and Chinese culture to the world through the promotion of commodities to the international market. The various elements of branding, including: the establishment of the brand core value, brand strategy development and brand marketing strategy development, are all decisive factors of the brand advantage. This study combines Aaker, Keller and Urde¡¦s concept of branding. Through multiple cases, analyzing secondary data and interviewing with GP DEVA¡¦s brand managers of their branding strategy, the study has reached several conclusions and can be summarized as follows: (1) The founder plays an important role in the development of the artistic brand¡¦s core value. (2) The conception of artistic luxury derives itself from inherent cultural values. (3) The key elements of the brand are a result of original concepts and creation. (4) Successful marketing must connect to the spiritual and emotional beliefs held by customers. (5) To strengthen and leverage a product brand, brand associations are made using ideas associated with the art form and brand knowledge. (6) Franz's business model shifted from being product-oriented to brand-oriented.

¡@Due to the advancement of technology and technique, the differences between products and product function gradually decrease. To avoid unnecessary competition among the peers, the most productive method is by establishing unique brand value within consumers¡¦ perspective. In the case of instant noodle market, which suffers with limited funding and low-priced and low-profited product, it is necessary to implement the methodology of market segregation and target marketing. Therefore, a minimum investment with appropriate marketing approach can also receive a rewardable profit. ¡@This study is based on the instant noodle brand ¡§UU¡¨, it is mainly focus on consumers in the Kaoshung area. By using the method of public questionnaire investigation, the 180 valid samples are collected for the study. Based on the interviewers¡¦ ¡§descriptive characteristics¡¨ and ¡§behavioral considerations¡¨, the group is segregated by factors analysis and group analysis. According to the characteristics of each segment, appropriate market is determined for the development of brand value that contributes to target marketing. Purpose of this study: ¡@1.An outline of the instant noodle consumer ¡@2.The eating habit of instant noodle consumer ¡@3.Brand equilty ¡@4.Brand loyalty ¡@5.Product experience and brand value ¡@According to the study result, consumer can be classified into three different segments: fashion (trendy) group, traditional (mature) group, and passionate (personal) group. Among the three segments, there are significant differences mostly on population, eating habit, the rights of brand, product experience, and brand value. By clarifying the characteristics of each group; this study is able to provide a suggestion for ¡§UU¡¨ to implement different marketing stredagy for different market segment.

This is a brand and innovation dominated era; a clear and strong brand makes a company easily identified by consumers in an intensively competitive market, and innovation leads a company to a high value blue ocean. Notebook is one kind of global products of which different stages of a value cahin are dispersed to those locations around the globe where value added is maximized or where costs of value creation are minimized. Since notebooks of different brands have similar global products attributes, brands are what make those notebooks differentiated from competitors; thus, the band origin effect may be a factor that influences a consumer¡¦s purchasing dicision. The research takes notebook as an empirical study object to discuss the interrelationship among product innovation, brand country-of-origin effect, brand equity and purchase intention. The research finds that product innovation and brand country-of-origin effect are significantly related, and there is significant difference of product innovation based on differenct brand country-of-origin. Besides, brand country-of-origin has significantly positive effect on brand equity and purchase intention. Though product innovation, however, doesn¡¦t have significantly direct effect on purchase intention, it has significantly direct effect on brand equity, and it has indirect effect on purchase intention if mediated by brand equity. Moreover, there are significantly differences on product innovation and brand equity based on different notebook brands. Also, brand equity has significantly direct effect on purchase intention.

Based on the theoretical insights from the newly arising concept of ¡§Employee Brand¡¨, this study seeks to explore the relationships between transformational leadership, human resource branding involvement, employee brand and employee brand behavior. Adapting the methodology of releasing 2-level survey to domestic hotels, this study aims to examine the impact of transformational leadership and HR branding involvement on employee brand and brand behavior. The 34 organizational-level questionnaires answered by the HR supervisors and the 326 individual-level questionnaires by the frontline employees were analyzed by descriptive statistics, exploratory factors, reliability, linear regression, and hierarchical linear models. The findings of the research indicates that transformational leadership influences the employee brand and therefore results in the brand behavior delivering brand values. In addition, employee brand behavior is also relevant to HR branding involvement. The contribution of this paper lies in the focus of how leadership and HR involvement affect employee¡¦s understanding and willingness of delivering brand values, which was not previously discussed in other relative documents.

3C industries have been developing for 30 years in Taiwan. Taiwan corporations are putting hugh resources within these industries. Moreover, Taiwan Government is also putting hugh resources to support. Due to concentration to support the value chain of European, American and Japanese International brands and corporations, made the big success of Taiwan economy. Recent years, Taiwanese corporations are losing competitions, therefore, Taiwanese plants are moving to China, even South East Asia. These movements are enforcing Chinese and South East Asian industries, so letting Taiwan to face hugh challenges. Recent years, European, American and Japanese brands are very successful. Most of them are having the help from the OEM business model with Taiwanese corporations. In the meantime, some Taiwanese corporations are building their own brand and on the other hand dealing OEM business with these international brands. As already have big influence to the international brands¡¦ business, so Taiwanese corporations are requesting to select building brands or OEM business. This is a very difficult choice. What kinds of product are making by Taiwanese OEM corporation? Taiwanese OEM products are a lot of kinds, from screws, screw drivers, shoes, umbrarella, cloths, computer, laptop, TV sets, TV shows¡K even Satellite business. Why Taiwanese corporations are so successful in OEM business? What kind of strategy is/are using? I am working in professional OEM TV cooperation for international famous brands. So, I want to study brand and OEM strategy, and use LCD TV as example.

Along with economy growth, trends of merger and acquisition (M&A) between organizations have become an important issue in both geographical and strategic terms. Through M&A, firms are able to utilize their resources, enhance their marketing channels and penetrate markets with better efficiency. However, how do products grab consumers¡¦ eyes against competitors? And how do firms maintain consumer loyalty? ¡§Brand¡¨ is a critical factor. When discussing issues relating brands, ¡§brand equity¡¨ is something one would never skip. The ¡§brand equity¡¨ means the value added of a brand, containing the overall conception and attitudes of consumers. Only through constructing and creating brand equity, firms could gather the unique value possessed by their brands. This thesis aims at discussing the relation between M&A, brand associations, the fit of target product, willingness to purchase and brand equity. This study served cellphone products as example and conducted four experiments. According to experiment result, the relationship between brand image of product and the product we want to buy is high before M&A, the brand equality and purchase intension are better than the relationship between brand image of product and the product we want to buy is low. This thesis use different fit of brand image to buy of different types of ingredient brand alliance, could affect the brand equity. Besides, different kinds of consumer could have different level of emphasising on the ingredient of integral brand alliance. When acquirers¡¦and acquirees¡¦possess high brand association and fit of brand image, brand equity of the acquirers¡¦would rise, especially in the parts of trustworthiness. Thus firms could cooperate with specialized firms in order to gain trusts from consumers. It is mention worthy that negative relations are documented in the product performance parts, thus, firms should pay attention on after-sales services and other parts instead of product alone after the M&A for the sake of brand equity and to let consumers enjoy better services.

<p>A brand consists of more parts than the visible features such as names and logotypes. No matter in what industry a company is acting the brand in itself determines if the company will succeed or not. A successful brand is extremely hard to copy since two exactly similar brands do not exist. With a strong brand you create positive associations and form emotional relationships with customers.</p><p>The purpose with this paper was to investigate how banks in the Swedish market explain their brand identity and how they use their brand identity when positioning themselves. Furthermore the authors have investigated the differences in that matter between two of the leading banks in Sweden. This was done through a comparative case study with Nordea and SEB who are two of the leading banks in the Swedish market.</p><p>A qualitative method has been used to this thesis and in-depth interviews have been conducted to collect information that was suitable for our stated problem.</p><p>The results showed that both Nordea and SEB explain their brand identity according to the different aspects that the theory states and they understand the importance of brand identity. When building brand identity it is important to be aware of the different parts that the brand identity consists of. Both banks try to develop the different parts of the brand identity but there are differences in the amount of resources they put in each part. When positioning themselves, both Nordea and SEB are answering the questions in the theory concerning positioning and positioning a brand. The theory implies that the core identities are the foundation when positioning and both Nordea and SEB are well aware of their core identities and they are using them when positioning their brand.</p>

Purpose: The purpose of this research is to investigate whether RTM-advertising is a more effective and attractive way of creating social media content compared to traditional social media marketing, and if so, provide insights on what makes it successful. The objective is also to get a greater understanding if such real-time marketing may affect the consumers’ perception of a brand due to the lack of time to consider the content of the marketing message. Further we wish to research if and what kind of impact events have on the real-time marketing effectiveness. Lastly we provide recommendations on how to, according to us, best practice RTM-advertising on social media today. Theoretical framework: The theoretical framework consists of the essentials of brand equity and the importance of having a strong brand, as well as the emerging of a digital marketing platform and how it affect how companies perform marketing activities today. Further the theoretical framework covers the basic of social media and development of RTM. Considering RTM being a new phenomenon, previous scientific theories on the subjects are limited. Method: The research is based on a triangulation, a combination of both qualitative and quantitative research methods. This was made to get a broad perspective on the subject with viewpoints from both experts and consumers. The qualitative part consisted of five interviews with experts in the field of marketing as well as online observations of real-time marketing activities. The quantitative part consisted of a survey with 296 responses. Conclusions: The conclusions made in this research is that RTM is an effective and attractive way of creating social media marketing if made according to the following guidelines: 1) Build content on up-to-date news, so called newsjacking, 2) Be selective on what events to work on to make sure they are in alignment with your brand personality, 3) Use weather related happenings to build real-time content that is relevant and geographically on target, and 4) Interact with other brands and start a two way conversation. However, advertising in real-time may jeopardize how the brand is perceived by its consumers, since it may 1) Confuse the consumers, a luxury brand may for example come off as too mainstream, 2) Be misunderstood, considering the lack of time to plan and reconsider, and 3) Have the brand come out as Page 3 of 76 unauthentic, if the real-time content fail to reach high engagement, making it look dull and unattractive. Lastly, events have shown to have an impact on the effectiveness of the real-time advertisement, since 1) It provides brand with a short-cut to creating content that people are talking about, 2) Events are easy to plan beforehand, and 3) Events often open up to unpredicted happenings that consumers want to talk about, creating a so called opportunistic real-time opportunity.