| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === This thesis aims to investigate the brand identity’s evolution through a firm’s national wide instant noodle brands. By utilizing historical research method, the researcher cross-examined consumer’s perceptions over a time frame on the brand image realization. To analyze whether or not a firm’s design of brand identity and its reflection of customer’s brand image is consistent with each other would identify the phenomenon of the gap and explain related causes.
Taking instant noodle brands as the research subjects, the researcher analyzes the historical brand image gap through historical research method. Then, combining with the management’s comment on the analysis’s relevancy via in-depth interviews allows her further verify the validity of the influencing factors of brand image gap.
The research results reveal that the case company rarely strengthens proactively its brand identity elements in the process of brand identity progression. The change of its extended identity is often influenced by market competitors as well as the company’s brand reinforcement strategy. Although some gaps were often detected at the early stage from customer surveys, the company tends to overlook the issue as long as its sales figure has been positive. Consequently, once a brand image gap widens, the remedy to fill it up would become more resource intensive.
The two foremost factors for consumer perception change of brand image are biased periodic marketing activities and unintended shift of the brand identity. It is evident an annual book for the brand identity with a long-term systematical tracking of its consumers’ perception of the brand image will be needed for the firm to further strengthen its strategic brand management.
|
|---|
