A Study on Taiwan Corporation Brand Internationalize－Apply to Nanpao Resins Brand Strategy and Visual Image

• Main Authors: Wu Pei Han, 吳珮涵
• Other Authors: 蘇茂生
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/88030928510881860805

碩士 === 國立臺灣師範大學 === 設計研究所在職進修碩士班 === 96 === Taiwanese corporations have longed used export as their main economic development model, with the knowledge that it would be difficult to maintain a corporate economic development model by only relying on Taiwan's small domestic market, and not developing in the global market. Now more than ever in recent years, Taiwan industries are facing the challenges of slim profit margins, globalization, and obtaining knowledge. Corporations are seeing a rapid decline of added value in manufacturing. Thus, there is a need to move towards two-pronged development: smile curve research and branding. This is the only way a breakthrough can be made with this difficult situation. Therefore, developing international brands is no longer limited to the high tech industry. In the traditional industries, quite a few corporations are promoting and developing international brands such as Giant, Mexxis, Master Kong, Johnson, and Nanpao. A corporation can only achieve true autonomy in its business operations when it creates its own brand name and develops its brand in the global market, and only by having a brand can a future be created for a company. The goal of this research is to investigate the mutual relationship between the globalization and development of Taiwan corporate brands and the brand strategies of the companies, so as to understand the conditions in which an international brand conveys its presence in the global market, as well as the key factors behind these conditions. This research seeks to confirm these conditions and key factors through an examination of the planning and implementation of case studies. These case studies are examined by referring to documentation, case study research, in-depth interviews and brand identity. Finally, this research examines brand globalization strategies and the application of brand presence, and then makes recommendations.