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.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0705112-161741 |
| Date | 05 July 2012 |
| Creators | Hung, Tzu-Hsiang |
| Contributors | Ping-Yi Chao, Pei-How Huang, Cher-Min Fong, Cher-Hung Tseng |
| 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-0705112-161741 |
| Rights | user_define, Copyright information available at source archive |
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