| Summary: | 碩士 === 淡江大學 === 商管學院高階主管管理碩士學程 === 91 === Consumer is facing with information overflow in the current technology era. When confronted with countless information, consumers would probably rely on past experiences to make purchase decisions. One of those experiences includes something one has bought, heard, or utilized before. As a result, a reputable brand name is an ideal tool to assist consumers in making decisions regarding the purchase of products or services.
This study focuses on the comparison between the pros and cons of a single brand strategy versus multiple brands strategy. In lie of a case study, this thesis would try to make recommendations on branding strategy that is based on the analysis of a company’s internal and external environment and consumers' purchasing trend. The motive for this thesis is to get a better understanding from a marketing perspective regarding how a corporation should develop its branding strategy while facing various kinds of market changes. This thesis also points out that corporations need to focus on its core competence in order to stay competitive in Taiwan’s market.
Through an exploratory research on relevant theories, this study discussed the definition of brand and the key factors a company needs to take into account when formulating a branding strategy. The contents of this study include the following:
1)Developing a branding strategy through brand loyalty.
2)Setting up a branding strategy from consumer’s perspective.
3)Applying product and market matrix to make branding strategy decisions.
4)Formulating a branding strategy for products/services, which best complies with long term brand management.
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