Corporations' Strategies of Emotion Branding

• Main Authors: Huang,hsin ting, 黃歆婷
• Other Authors: 李仁芳
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/59240039148502161203

碩士 === 國立政治大學 === 企業管理研究所 === 98 === With the coming of emotion consumption era, the appearance of emotion brands has been the newest trend of 21st century. Consumers’ motivation of purchasing is not only for solving problems but also for satisfying the needs in the deepest mind f consumers. Emotion brands have influenced the world so much and it has attracted many organizations. In order to create a successful brand, we have to use brand culture and brand stories as the foundations of the brand. Furthermore, we have to develop some brand strategies with emotion power so that we can use the brand power to transfer the emotional concept of the brand and win the consumers’ heart and trust. This study used case study as the primary research method, and used culture, stories, and experience marketing as the concept to analyze the branding strategies of the two Taiwanese emotion brands—Yuan Soap and Canmeng AVEDA. This thesis tries to analyze and induce how the two special brands did to cultivate the distinguishability and trustworthiness. This study also tries to find out the key successful factors of the two brands and the “know-how” of building an emotion brand.