The brand-related theories had been valued in recent year. Brand position has been viewed as the core of brand identity, and at the meantime of establishing brands of Taiwan corporations who neglected the importance of brand position. This thesis focused on Taiwan¡¦s mobile service industry and tried to analyze and discuss the ways of establishing brand position of TransAsia Telecommunications Inc. This thesis made the conclusions as followed: (1) Discovering the variable could be differentiated at brand analysis. (2) Choosing and prompting the target-position, which could differentiate itself from other brands¡¦. (3) Communicating the consistent tone of the brand and drawing the attention through being the subject of a talk. (4) The strategic turn of brand position after been merged. Through the discoveries of this thesis, hope it could give some suggestions of building the brand position for practice. Keywords: Brand Position, Brand Identity, TransAsia Telecommunications Inc.

¡@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.

abstract: It is important and with significant practical value to study how positioning may help enhance a company’s brand value and improve a company’s profitability. It is especially essential to find suitable solution to help Chinese enterprises appropriately position their brands, evaluate brand value, and adopt suitable positioning strategy. The purpose of this paper is to clarify the impact of positioning on brand value through several case studies and empirical research, and to establish the relationship between positioning and brand value. At the same time, through determination of research topics and conduction of field studies, the paper ultimately verified the relationship between the internal theoretical prediction and the business management outcomes. / Dissertation/Thesis / Doctoral Dissertation Business Administration 2016

The raising of beauty awareness and increasing growth of optimistic view on market. In order to enter the market and position the brand precisely, it is important for cosmetics and skin care products were the trend in Taiwan in the last 5 years. As growing demand for consuming face mask become the trend, manufactures and brands have an entrepreneur to understand and analyze the consumer behavior, characteristics and market status of face mask in Taiwan. The purpose of this study is to understand the features of creating a new face mask brand in Taiwan and predict the overall operation, brand positioning and financial performance. For research and develop of Resplendissance face mask with natural ingredients and vacuum packaging, the price positioning at medium-premium level to target office lady, female in labor force and teenagers. The performance of Resplendissance financial statement for five years, the great investment on promoting the product on drug store and social media channels by bloggers and youtubers results serious financial problem of generating negative profit totally NTD$1,321,200 in the beginning of four years. Assuming growth rate of sell quantity increasingly by 40%~50% every year because of continuously promoting on social media channels to attract Taiwanese and foreign countries in Asia, then net profit will finally reach to positive NTD$ 149,220 in fifth year and generate positive profit in the following years.

This thesis explores how organisations communicate and perform marketing nowadays, with social media platforms at the core of their strategic plan. Due to its high relevancy in B2B, the research is focused on LinkedIn and the effect of its affordances which will help dig deeper into the possibilities of using this particular social media platform as a means to define, build and shape company image and brand identity. It is a qualitative research that was conducted using mixed methods of case study, ethnography and corporate ethnography, where I benefited from my privileged role as a researcher and an employee to gather and use restricted and confidential data and information. This gave the study a broader perspective and, therefore, a better understanding of the phenomena from different focal points. However, knowing the limitations that being professionally involved with the company might bring, I have built my research on extensive literature and framed it within theories of 1. Social Media Marketing, 2. Brand Identity, and 3. LinkedIn Affordances, finding objectivity by justifying my thoughts or personal experiences with existing literature and theories. The study was conducted by gathering all LinkedIn posts after the launch of the company’s new website, considered the greatest event regarding communications. Hence, A total of 59 posts were then analysed and coded into the six main LinkedIn affordances (1. Networking, 2. Building a Connected Identity, 3. Personal and Professional Branding, 4. Professional Knowledge and Skills, 5. Communication and Etiquette, 6. Seeking and Securing Opportunities). The presented empirical data revealed how this case study located in Finland is no exception to the high potential organisations see in social media as part of their marketing and communications strategy and manifests several behaviours and uses explained along the 3. Literature Review, and 4. Theoretical Framework sections.