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|Issue Date: ||2016-05-09 11:24:33 (UTC+8)|
Brand equity has been widely discussed by not only academia but also practice circle since near decades, the brand can bring benefit and the importance of corporate branding has already been recognized worldwide. Though the brand is so important, the challenge that lies ahead is that of brand management. The research is intended to undertake a study of corporate brand management in Asian countries.
The research will be divided into two parts. One is the qualitative research, and the other is quantitative research. In the qualitative research, the analysis of Taiwanese cases will be carried on first, then foreign country cases will follow to be compared with. Six main shafts will be used to analyze county cases, the distinguishing features of brand management practices of these cases will be highlighted and distilled in questionnaire. After that, the questionnaire will be responded by directors or in the manager level in five countries, including Taiwan, Japan, India, Thailand, and Malaysia. The purpose of this questionnaire is trying to find out what practice work and the lessons firms wanting to manage brands can learn.
According to the surveys in five countries, there are some results should be noticed, such as strict adherence to brand standards creates brands with customer impact, the more strictly adhering to brand standards, the more impact on customers’ buying choice. And firms centrally manage their brands are more likely to strictly adhere to brand standards than decentralized ones. But the benefits of centralized brand management are more operational, such as tighter controls, and efficiency of effort. As the information from this study indicates that well managed operations correspond to high-influence brands, the opportunity for improvement should be attractive to most enterprises.
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|Source URI: ||http://thesis.lib.nccu.edu.tw/record/#G0095355007|
|Data Type: ||thesis|
|Appears in Collections:||[企業管理學系] 學位論文|
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