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.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0623110-004709 |
| Date | 23 June 2010 |
| Creators | Lee, Hsin-Ling |
| Contributors | Pei-how Huang, Tai-Hwa Chow, Tsuang Kuo |
| 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-0623110-004709 |
| Rights | campus_withheld, Copyright information available at source archive |
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