How to Tell the Brand Story of Taiwan Agricultural Product? A case study of Greeninhand, Hsiao-Nung-Chou-Yi, and SIIDCHA.

• Main Authors: Yi-ju Huang, 黃意如
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/xaxyzq

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 100 === Storytelling becomes an important part of modern marketing. Therefore, more and more cultural creative products build their brands through storytelling. Also, by storytelling, the brands can add more cultural meaning and unique into the products. In another words, storytelling is the key element of cultural creative industry. Agricultural marketing in Taiwan faces a lot of difficulties, no matter foreign or local trade. Besides, the agricultural products still use traditional marketing project. Although there are more and more cultural creative agricultural products in Taiwan markets, they only focus on package design, and are still lack of cultural meaning. In other words, most of the cultural creative agricultural products nowadays in Taiwan are still lack of the ability of storytelling. As a result, this research takes three brands which receive a lot of awards as case study. By analyzing these cases, to find out what story should be told and how to tell when agricultural products are building their brands. This essay chooses three brands, Greeninhand, Hsiao-Nung-Chou-Yi, and SIIDCHA as cases. This essay takes content analysis as research method, and gathers the articles in website, blog, and book as the contents. In the end, this essay has come out a conclusion that the key elements of brand story are the description of the farmers and local customs and practices in the place of origin. By describing the farmers’ attitude toward the crops will make customers trust the quality. By describing the local customs and practices in the place of origin will increase the unique of the crops. Besides, the symbolic meaning is the key point to increase the value. So that, cultural creative agricultural products must create a lifestyle, and take this as a symbol to make consumers consume.