Abstract
Branding is so hot and popular that many companies, academics or even politician research it and try to be differentiated in order to show forth their brand value or equity, particularly after Taiwan joined WTO in the beginning of 2002.
The thesis is a case study of Siemens brand strategy and management, to illustrate what are corporate brand strategies and how to do for brand management. It presents a workable and realistic result and suggestions to industries.
The thesis concludes that 1. Brand strategy is a part of corporate management strategy, and can be framed by vision, mission statement, objectives, and target groups¡Ketc. 2. Brand strategy and management should not be stand-alone. Brand management is led by brand strategy and accomplishes it. 3. Character, logo, claim, typeface, color and design quality are Siemens¡¦ brand elements, which have to be harmonized and fulfilled in order to maximize the brand equity. 4. Brand image can be built up by brand elements, however brand strategy should also focus on quality, after service, or even company¡¦s essence of business strategy or management in the long run. Ensuring that brand is an asset, not debt, of a company.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0724102-172019 |
| Date | 24 July 2002 |
| Creators | Chou, Chih-Sheng |
| Contributors | Shyh-jer Chen, Tung-ching Lin, David Shyu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0724102-172019 |
| Rights | not_available, Copyright information available at source archive |
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