The brand-related theories had been valued in recent year. Brand position has been viewed as the core of brand identity, and at the meantime of establishing brands of Taiwan corporations who neglected the importance of brand position. This thesis focused on Taiwan¡¦s mobile service industry and tried to analyze and discuss the ways of establishing brand position of TransAsia Telecommunications Inc.
This thesis made the conclusions as followed: (1) Discovering the variable could be differentiated at brand analysis. (2) Choosing and prompting the target-position, which could differentiate itself from other brands¡¦. (3) Communicating the consistent tone of the brand and drawing the attention through being the subject of a talk. (4) The strategic turn of brand position after been merged. Through the discoveries of this thesis, hope it could give some suggestions of building the brand position for practice.
Keywords: Brand Position, Brand Identity, TransAsia Telecommunications Inc.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0620102-113246 |
| Date | 20 June 2002 |
| Creators | Li, Cheng-Hsiu |
| Contributors | Tai-Hwa Chow, Hui-Mei Liang, Ming-Rea Kao, Jun-Ying Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0620102-113246 |
| Rights | not_available, Copyright information available at source archive |
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