| Summary: | 碩士 === 中國文化大學 === 新聞研究所 === 97 === Abstract
This research focuses on demonstrating the relation between long term brand management and advertisement presentation, with the objective to obtain an understanding of the changes in style of the management of a particular brand as reflected by the television advertisement campaign over a long period of time. Through studying the long history behind the television commercials for HeySong Soda, this research seeks to examine HeySong’s long term brand management and its advertisement presentation.
International scholar Keller, K. L. (2003) sees brand management in the following stages: strengthen the brand, vitalize the brand, adjustment and brand, and introduce new products. Meanwhile, domestic scholar Chang YiYi also categorizes the corporate commercials of HeySong into 4 periods. Therefore this research intends to base itself on the analysis of the contents of the television commercials for HeySong Soda, which is supplemented by the interview with Mr. Hsu, Ching Jen, president of Hey-Song Corporation, as well as information provided by Mr. Lu, Chun Che from the advertising unit of Hey-Song marketing department, Corporate Planning, to examine for the long term relationship between Hey-Song’s brand management and advertisement presentation.
The research reveals that earlier running time of HeySong Soda commercials (measured in seconds and by counts of product appearance) tend to be longer then their counterparts in later time, meanwhile, the introduction of new products are found in the fourth stage. In addition, Hey-Song has been branding itself as a “Leading Brand”, which is the brand image that continues to be delivered through the “ad slogans” over the years. The brand, as manifested by the spirit of its commercials, consistently projects an image where “a group of youngsters shed their sweats under the sun to accomplish something meaningful.” In addition, through ANOVA and Chi-square analysis, the research also finds that the advertisement presentation varies by the following areas, as time period changes: counts of product appearance, brand character, presentation of cultural value, advertisement message, presentation of product value, as well as the value reflected by the commercials. The strategy for the advertisement presentation changes for the above areas as the brand moves in different stages in the cycle.
In the area of brand vitalization for HeySong Soda, benefiting from the focus on market survey and consumer studies by the corporate and advertisement consigner, HeySong manages to create numerous opportunities and occasions for consumers to increase consumption, which leads to increased sales volume. As for brand adjustment, whenever faced with challenges, HeySong Soda has shown to face the issues head on, retire old marketing strategies or products, and reinitiate rapport through creative stories incorporated in new commercials.
|
|---|
