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The Study of Brand Re-Design Process and Brand Management of Chunghwa Telecom
corporate identity,brand management,brand integration,brand implementation,Customer Value,Brand Value,
|Publication Year :||2016|
Gone are the days when the telecommunications sectors in most countries were governed as state monopolies. This trend toward telecommunications liberalization has become increasingly apparent since the 1980s and as of today is taking place in Taiwan. The purpose of this thesis is to study of brand re-design process and brand management of Chunghwa Telecom after privatization confronting the changes of external environment. First, awareness of the role of external communications is essential for building the corporate identity. Second, the corporate positioning and branding statement expresses brand hierarchy, brand architecture and brand implementation. This thesis explores to both the definition and management of corporate identity.
The major problem when dealing with the area of corporate identity is that there is a lack of consensus with respect to its basic concept. Previously, it has often been presented as an area of activity dominated by design issues. Nevertheless, it is now more commonly accepted that the corporate identity mix includes corporate culture, behavior, market conditions, strategy, products, services, visual design and brand integration.
This thesis of this article is to introduce a conceptual framework for a corporate brand building process based on core values. The nature, role, and function of core values are considered a central part of the value foundation of a corporate brand. In line with this reasoning, a distinction is also made between three groups of values: enterprise value, customer value, and brand value.
|Appears in Collections:||商學組|
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