Corporate Image Recognition used in Architectural Design

• Main Authors: Shiao-Shiuan Chen, 陳曉暄
• Other Authors: Ran Huang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/96620001025195396216

碩士 === 大同大學 === 工業設計學系(所) === 98 === The government is now promoting the cultural and creative industry aggressively. How to integrate to professions of architectural design and brand image recognition to implement marketing activities and bring combined effects to create the competitiveness of the cultural and creative industry is now a major issue that worth to study by academics. First of all, This study implements field studies to understand the current overall development situations of brand strategy and design of the LV, CHANEL, Gucci brands. And then, it analyzes the related theories regarding enterprise recognition brand image and design by citation analysis. In addition, it will also implements interviews with professional experts of the brand recognition companies or architects, to build up the architectural design and brand recognition process questionnaire. This study adopts the Fuzzy Delphi Method to select the process items, and uses the selected items to implement the “Analytic Hierarchy Process” (AHP) at the second stage to get relative weight value of each item. Among all, the rankings of relative weight values regarding the evaluated standards of brand recognition and life cycle of architectural design of all experts are: “practical implementation” 0.356, “visual guidance” 0.158, “strategic positioning” 0.118, “interview survey” 0.111 and “CI Guidebook” 0.076. The result of practical proved result indicates that “practical implementation” is the critical stage that influences image recognition and evaluation of architectural design life cycle. Practical implementation strategy planning can enhance the recognition and brand image of the enterprise, and the related results are useful reference information for the academic circle and industry.