Taiwan development started from agriculture and gradually moves to manufacturing to finally transform the economy into a high-tech industry. The economic miracle was based on Taiwanese diligence, perseverance, and dependability; but the process does not finish there. Since we have come to a knowledge economy era, lots of enterprises in Taiwan have developed from OEM, ODM to OBM to speed up internationalization and upgrade competitive advantages. The best answer from companies is to response quickly and become more creative, vivid and diversified enhancing clients¡¦ involvement. Consequently, the ¡§Storytelling¡¨ era has begun. Enterprises nowadays use ¡§Brand Story¡¨ to draw customers¡¦ attention. Based on this perspective, the study examines how brand stories affect the brand image and brand personality. By using qualitative research, the managers of these four interviewed companies shared experiences of developing brand stories, allowing us to understand the brand spirit and brand position through the use of touching true stories that express the unique image and personality of the brand. The study shows how brand stories influence consumers, employees and other stakeholders bringing the benefits and increasing recognitions, brand image and word-of-mouth. The influencing power of brand stories is truly beyond imagination.

From the historical point of view the development of micro-car is always short-lived, the size is smaller than the UK's Micro Car Mini is memorable, but in the subsequent market performance was weak, Fiat 500 and BMW Isetta is the best example. But as environmental awareness, social structure, economic and energy and other issues, making micro cars by the world's attention again.It can be seen in the future will be increasingly fierce market competition, the depot itself must find a core competitive advantage to succeed in such a competitive environment while maintaining a competitive edge. This study was to explore the competition of imports of micro cars, the use of narrative inquiry in qualitative research and depth interviews, by the German group Daimler smart micro-car brand distributor in Taiwan , from the north, central, and southern The three regional sales director to narrate its brand image, product quality, marketing, publicity, business model. Results through data analysis, economic and practical, unique shape is the industry and consumers that the mini cars must have two key factors, the most important thing is unique, micro-car brand and the product must emit a unique image and personality, and then select the product differentiation strategy marketing promotion, and in addition to brand image and product quality, the organizers of the service behavior of consumers is also very important, especially in Taiwan has been slow to enter the service industry-based economy, how to make consumers feel the caring services, thereby causing and increase consumer interest and willingness to buy, and ultimately look forward to the conclusions of this study for the industry in the development of micro-car market in Taiwan.

Sponsored activities can conduct an effective communication channel between the enterprise and its targeted customers, and among all kind of sponsored activities, sports sponsorship is the most popular one. Enterprise always hope to successfully lift up the brand¡¦s awareness and image all over the world by sponsoring a big sport event. However, whether the enterprise can benefit from the sponsorship is the main thing enterprise really caring about after throwing big bucks and efforts, and it is also the focus of this study. We take the Acer as our targeted enterprise, and examine the sponsorship effect of two different sport events that Acer sponsor (We pretend that Acer sponsoring the 2010 World Cup). The data were collected through a questionnaire. This study totally sent out three hundreds and ten questionnaires, two hundreds and ninety-six questionnaires were received, two hundreds and seventy-nine of them were effective. The results suggest that when consumers have positive attitude toward the sport events, the enterprises can enhance the awareness through sponsoring the sport events. But it is uncertain whether the enterprise can enhance the image by sponsoring the sport events when consumers have positive attitude toward the sport events. The results also suggest that the consumers¡¦ perception of sponsor-event fit will affect the awareness and image. Moreover, the study indicate that both the awareness and image have significantly positive effects on purchase intention.

Marketing and brand are that recent activities by enterprises can be seen the company create value through two major tools in the future. Schmitt (1999) proposed the term experience marketing, making marketing pay more attention to the purchasing experience of consumers, especially, is to create a brand experience that the brand image of the way the customer in mind. In this study, we used computer show in 2010, ASUS exhibition as an example, try to understand whether the exhibition to move consumers through experience marketing and brand image in the mind, finally exhibition to stimulate consumers to buy goods. In this study, using a variety of analysis, we can get the following conclusion: 1. ASUS notebook can be divided into two major segments; The first is to purchase the more low-cost models based on the young population, the second was the purchase of high-level notebook. The consumption of Netbook also can be divided into groups. One is to buy more low-cost group of young students and the other purchase of a second computer for the convenience. 2. Respondents considered that the best brand image which they feel for the show: Use the ASUS computer to make me feel creatively, make yourself a credible image and audio-visual experience to meet the needs of the pursuit of customers. 3. Experience marketing helps brand image building and can be predicted it. When the respondents have more good experience in experiential marketing, the more we can build a brand image. And experience marketing, brand image and purchase intention is positively related between.

With the gradual decline in gross margin in OEM industry, the development of the brand has been seem as the key to improve revenue performance. Taiwan's industries mostly started from OEM industry, and facing increasingly fierce international competition in recent years, government and industry are also actively promoting the branding. This study takes Taiwan¡¦s notebook industry in 3C industry as the research object and study to explore the relationship between brand equity and purchase intentions and examine the factors that may affect the brand equity. This research uses consumer survey results of the statistical data analysis to explore what key elements should industry pay attention to when they are doing branding. The result shows that by enhancing brand equity, it will also enhance purchase intention. Better brand equity can be achieve by strengthen the brand image, brand trust and customer satisfaction. Moreover, the degree of loyalty will be affected by price and therefore it affects brand equity.

This study aimed to explore the model of building new brand image by integrating case study method, internal manager interview, and external dealer interview. The main objectives of this study are: (1) Probing into the progress and the development stages of SARAI, (2) Exploring the manner of SARAI on using traditional marketing, internet marketing, and community marketing to build brand image, (3) Exploring how SARAI to use ¡¥clicks and mortar¡¦ to build brand image, (4) Making suggestion about the brand image building model of SARAI. This study finds that the advantage of cost and quality is the major drive of the progress of SARAI. Secondly, the way that SARAI using owner as brand endorser, makes benefits of higher customer trust, more brand topics, lower endorsement risk, and higher cost/value effect. Hence, the endorsement model of SARAI becomes the main source and core concept of the brand image building tools about traditional marketing, internet marketing, and community marketing. Thirdly, propaganda artifact, lecture, dealer/store clerk education are the main tools which could make direct influence to the brand image SARAI. Resulting from the sort time period of on-line date, internet and community marketing tools could not make great contribution to brand image yet. Finally, as a result of the strategic and operational consideration and trade-off, building brand image is the main facet of the ¡¥clicks and mortar¡¦ of SARAI. Suggestions are discussed in accordance with findings.

With the high competition of prosperous catering industry motivated by the mammoth population of dining out, the business model is on the way to diversity. How to meet customer¡¦s need and build up customer loyalty has been playing an essential role to manage catering industry in the near future. According to the literature, customer loyalty is vitally associated with service quality, brand image, service value and customer satisfaction as opposed to the connection between relationship quality and customer loyalty. Consequently, the study attempts to explore whehter service quality, brand image and relationship quality have a certain impact on customer loyalty, and whether mediating effect occurs among them. The study utilizes linear structure relationship model along with service perceived value by Petrick (2002) to build up the relationship model among service quality, brand image, relationship quality and customer loyalty with a view to comprehending the effects existing among them. Based on SERVQUAL brought up by Parsuraman (1988) as well as overall evaluation of product effectiveness referring to SERV-PERVAL, it comes to the result- twelve observed variables. Data analysis is particularly divided into two parts ¡V Fundamental Analysis and Mode Analysis, which respectively undergoes the analyses with SPSS12.0 and AMOS. The subjects of this study are aimed at the customers from well-known chain hot pot restaurants in Kaohsiung. Six hundred questionnaires are given out and three hundred sixty five collected; the overall response rate is 60.8% in which there are eleven questionnaires are invalid and three hundred fifty four instead. The finding of empirical analysis indicates that service quality has an obvious impact on relationship quality and so does relationship quality to customer loyalty. Only the value in brand image can¡¦t make a remarkable impact on customer loyalty. The part of result seems fairly differs from empirical analysis. According to the accounts of some experts¡¦ interviews, the researcher points out certain impact truly exists in brand image and customer loyalty, which is taken as an evidence to modify the data of the questionnaires. Ultimately, to improve service quality, brand image, relationship quality and customer loyalty, we provide the suggestions.

The purpose of this study was to explore the relationship among service quality, brand image, customer relationship management, and customer satisfaction for ¡§T company¡¨ of semiconductor raw wafer agent. The differences of the above constructs in terms of official position, service department, and size and production categories were also evaluated. This study selected samples from the semiconductor industries and enterprises in Taiwan. Out of the 8 firms, 76 questionnaires were sent, 76 valid questionnaires were returned from 8 firms, resulting in a valid response rate of 100%. The statistic software SPSS were applied for the data analysis and major findings of this study were as follows: 1.The service quality in terms of ¡§tangibles¡¨, ¡§reliability¡¨, ¡§responsiveness¡¨,¡§empathy¡¨ and ¡§ total¡¨ had significant and positive effects on customer relationship management, brand image, and customer satisfaction. Moreover, the effect of the ¡§total¡¨ was the most significant one; on the contrary, the effect of the ¡§tangibles¡¨ was the least significant one. 2.The customer satisfaction of ¡§T company¡¨of semiconductor raw wafer agent had significant and positive effects on the customer relationship management and brand image. Among the customer relationship management and brand image, the former was more significant than the latter. 3. According to the results of diverseness analysis, there were no significant differences between service department, size and production categories and service quality, customer relationship management, brand image, and customer satisfaction. 4. Small-scale-size firms tended to have higher rate than large-scale-size firms on service quality, customer relationship management, brand image, andcustomer satisfaction.

An average American consumes 52 kg of Frozen food, while an European consumes 40 kg, and a Japanese consume 12 kg. Compared to these advanced nations, China¡¦s consumer behavior and power can be viewed as uncultivated and full of potential. Thus, taking in China¡¦s long culinary history and long tradition of its cuisine, if food technology can be integrated into these specialties, there will be a bright future for China¡¦s frozen food market. This report collects its data from Access Asia Limited: Frozen Food In China Market Analysis and from focusing on frozen prepared food , investigates the growth, size, selection and advantage of the frozen food market in China The city of Shanghai is the most prosperous, goverened and educated city in China. With a well developed infrastructure and modernized malls, Shanghai provides the best environment for fostering a frozen food market. Thus, this report picks Shanghai as the main city of observation and arrives at the following conclusions ¡G 1. The Frozen Food Market in Shanghai will enjoy a promising 5% growth rate, a potential market for any new investors . 2. From observing the sales of dumplings and meat , one notices that frozen cooked food will enjoy a bigger market share because it meets the consumer¡¦s need of basic nutrition intake . 3. Sanitation and safety are two primary concerns on the consumer. Thus establishing a good brand image is vital to any company¡¦s success. Selling products through supermarket is also a crucial channel that vendors need to establish . 4. Due to the common use of microwave in the common household, microwavable frozen food not only provides variation but is also convenient for the consumer, thus raising its overall value. A majority of the consumer believe that microwavable frozen food can maintain a dish¡¦s original flavor while saving time. As this market is merely in its fledgling state, it is advised that all companies should pay attention to this market .

¡§Giant¡¨ is the study case of this research, which attempts to establish what influences consumers¡¦ attitude to brand extension and brand attitude when Giant promoted extension of its brand. The study also investigated the influence of brand image and product involvement on attitude to brand extension. The methodology of the study includes in-depth interview and questionnaire survey. Consumers with high and low levels of product involvement were interviewed. An understanding of their perspective on brand image was gained. Interviewers¡¦ free thoughts of potential brand extensions were gathered. These were used in the brand extension items of the questionnaire. It is found from the study, with respect to the influence of brand image on product and service extension, functional brand image bears significant influence on product and service extension. In other words, consumers have positive responses to functional product (the bike and personal gear) and service (bike repair, assembly tuitions and exercise courses) extensions. Secondly, high and low consistencies both bear significant influence on the service extension. Consumers have the greatest response to highly consistent service extension (bike repair, assembly tuitions and exercise courses). Consumer response to low consistent service extension (bank and insurance) is the lowest. Furthermore, with respect to the influence of involvement in high and low consistent service extension, those with high involvement have significant influence on high consistency service extension (bike repair, assembly tuitions and exercise courses). The level of involvement has not significant influence on product extension and low consistency. With respect to the influence of involvement on brand image, those with high involvement has more positive response on functional, symbolic and experience brand image.