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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/112188

    Title: 創造國家品牌-由全球角度將台灣創造成為一個國家品牌
    Building a national brand – taiwan country brand from a global perspective
    Authors: 羅美娥
    Romero, Daniela
    Contributors: 何富年
    Ho, Foo Nin
    Romero, Daniela
    Keywords: 國家品牌
    Nation/country brand
    Country image
    Mktg concept
    Date: 2017
    Issue Date: 2017-08-28 11:35:41 (UTC+8)
    Abstract: This thesis is an academic paper which makes a critical follow-up to Taiwan´s country brand development through the past years until the recent, ‘Taiwan. The heart of Asia’, carried out by Taiwan’s Tourism Bureau, since 2009, since earlier attempts as we will also make a review this were merely advertising concepts, not the creation of a brand. This will be in order to understand how the current positioning of Taiwan is managed.
    It uses a qualitative methodology that has in-depth interviews, analysis of marketing pieces in order to discover factors such as the central communication concept, branding analysis, media used, branding models, etc.; in order to understand Taiwan’s country image and brand positioning.

    Through the development of this paper we find an analysis of concepts related to the Taiwanese identity, communication efforts of Taiwan’s brand and the observation of international referents that give us a framework and bench mark of success in positioning countries. The work concludes with the revelation of a series of factors related to the effectiveness of the current efforts of Taiwan’s country brand, a proposal that allow the elaboration of a coherent and adequate country image to a country like Taiwan and finally reveal conclusions regarding the characteristics of different nation brand building model that provides a methodology to manage country image successfully.
    Reference: - Anholt, S., (2004). Nation-brands and the value of Provenance. In Morgan, N., Pritchard, A., & Pride, R. (Eds). Destination branding: Creating theunique destination proposition. United Kingdom.
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    - Anholt, S. (2005). Brand Papers: Branding nations. (2005, October), from ABI/INFORM Global database.
    - Anholt Nation Brands Index (2016), GFK, United Kingdome.
    - Balabanis, G., & Diamantopoulos, A. (2011). Gains and losses from the misperception of brand origin: The role of brand strength and country-of-origin image. Journal of International Marketing. United Kingdome.
    - Barrientos S., Marcelo G.; Lehman S., Álvaro A.; Vergara M., Juan P (2004). Desarrollo de la marca país. Diego Portales University, Chile.
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    - Future Brand (2015). Country Brand Index 2014 – 2015. United Kingdome.
    - Gilmore, F., (2002). A Country - Can it be Repositioned? - The Success Story of Cou-ntry Branding. Journal of Brand Management, Spain.
    - Hsien-Lee. (2013). How to develop Taiwan's tourism nation brand Academic Journal. Taiwan.
    - Kotler, P. and Gertner, D., (2002). Country as brand, product and beyond: A place marketing and brand management perspective. Journal of Brand Management. United States.
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    - Porter, M., 1990. The Competitive Advantage of Nations. Cambridge: Harvard Business Review.
    - Tironi . E. and A. Cavallo (2006). Strategic Comunication. Argentina.
    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1049330361
    Data Type: thesis
    Appears in Collections:[國際經營管理英語碩士學程IMBA] 學位論文

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