This study is to discuss how the Taiwan corporations (Uni-Prisident, Giant, Les
Enphants, NB) build the successful brand equity in China Market. The theory base is
according to the Brand Equity that proposed by David A. Aaker. There are five
dimensions: brand loyalty, brand awareness, brand association, perceivable quality,
and other brand assets.
The conclusions of this study are presented as follows:
1. The Activity of Brand Equity
As to the brand equity, this study considers that the brand awareness and
association come from the channel development and the media application. The
corporations do their best to create the consumption experience beyond the
expectation and establish the trust relationship between each other. In this way, the
brand loyalty and perceivable quality could be accumulated.
2. The Control Force of the Terminal Channel
In the brand equity development procedure, the control force of the terminal
channel plays a critical role. There are two reasons. One is there is still no a
developed channel partner in China market. One is the partners or co-workers
whose business ethics, management skills are more suspected in China. So, to
control the development of terminal channel will execute the truly brand sprits and
values certainly.
3. The Brand Equity Activity is duplicable or not
The brand loyalty, awareness and perceivable quality are more duplicable than
brand association and other brand assets.
4. The Process of the Brand Establishment
In the process, this study concludes that the main brand activities in the
business stages (preparation, establishment, expansion and experienced) of the
four cases are consistent and there is a logical procedure in the execution of the
brand equity dimensions.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0626103-093120 |
| Date | 26 June 2003 |
| Creators | CHIU, YU-TING |
| Contributors | GUANG RONG ZENG, CHER-MIN FONG, Hsien-tang Tsai, Jen-Jsung Huang |
| 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-0626103-093120 |
| Rights | restricted, Copyright information available at source archive |
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