| Summary: | 碩士 === 中興大學 === 生物產業推廣暨經營學系所 === 95 === Abstract
To cope with the impacts of open market and international trade, utilization of brand strategy has become one of the popular marketing approaches in varied fields. Although “Taiwan fruit” is famous for its high quality all over the world, development of fruit brand can add values to such agricultural products to a greater extent undoubtedly. The elements related to brand building are multiple, and brand equity is considered as the most important indicator when building a successful brand for certain products or services in an industry. The current study focused on subjects who are those Farmers’ Associations and have obtained the quality certification granted by Council of Agriculture (COA) while building their fruit brands. The research purposes aimed to explore the process of developing and building their fruit brands and further understand what dimensions pertaining to brand equity they consider most critical in brand building using questionnaire survey.
As revealed by the results of analyses, before the brand building for their fruit products, training and helping farmers understand COA’s regulation of quality certification by all means are viewed as most essential. Next, in the process of brand building setting up a standardization system to carry out brand development and strengthening farmers’ beliefs in order to assure product quality are necessary. At the final management stage of brand building, it is important to enhance consumers’ faith in the developed fruit brand based on the research results. In addition, this study also found two factors influencing what dimensions of brand equity are recognized more significant include the control of planning brand development and number of product categories involving in brand building. In sum, research findings concluded all dimensions of brand equity should be taken into account equally to make a success in brand building as advised by the literature.
|
|---|
