| Summary: | 碩士 === 崑山科技大學 === 視覺傳達設計研究所 === 92 === A brand is a commitment to connect a product with its consumers. It provides customers with quality assurance for either a product or a service. In other words, a good brand image garners consumer loyalty and trust, and thus, embraces more followers.
There are abundant strategies to design a brand image, but which one is the best strategy for a certain kind of brand? Which strategy can place direct influence upon consumer behavior? This study discusses positioning strategies of an international brand that has been in Taiwan’s competitive market for almost a hundred years.
The study used questionnaires and interviews with experts for discussion and analysis. First of all, questionnaires were distributed to consumers who had to be at least 20 years old, and had experience shopping in northern, central, and southern Taiwan. The purpose was to investigate current consumers’ shopping habits and the factors that influenced their choices, and further explore the differences of consumers in different areas in regards to awareness of brand image and influence on consumer behavior. The statistical results discovered that after practical consideration, “brand image” ranked third following “price” and “product quality.” Therefore, it is positive that brand image indeed has a significant influence on consumer behavior. In light of the interviews with experts in industry and academia, the study collected methods of and opinions about image promotion in different fields.
After the theoretic discussion of relevant literature review and research methodology, the researcher organized an exhibition in line with the brand image of Samsonite, an international brand for travel bags. Focusing on strategic alliances among different industries, the researcher carried out the project in a series of traveling programs held by the Eslite Bookstore. The adoption of “object art” created an atmosphere of “Stay & Travel” in the exhibition that pinpointed the advantage of brand alliance among different industries. Additionally, artistic methods promoted a brand’s image and boost consumers’ acceptance of such a brand. This has proved to be a shortcut to elevating a brand image.
Keywords: design of brand image; consumer behavior; positioning strategies;
alliance of different industries; object art
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