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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 陳厚銘 | |
| dc.contributor.author | Karolina Karp | en |
| dc.contributor.author | 柯伶娜 | zh_TW |
| dc.date.accessioned | 2021-06-12T18:06:15Z | - |
| dc.date.available | 2008-01-22 | |
| dc.date.copyright | 2008-01-22 | |
| dc.date.issued | 2007 | |
| dc.date.submitted | 2008-01-02 | |
| dc.identifier.citation | References:
Literature: Chia-Wen Chen, Homin Chen, Lichung, ( 25 March 2006), “Resource Linkages and Capability Development Clifton, Simmons, (2004) Brands and Branding, The economist, Bloomberg press D.Aaker, (NY 1991), Managing Brand equity, “Capitalizing on the value of a brand name“, The free press”, D. Aaker, A.Biel, Brand Equity and Advertising, Lawrence Erlbaum Associates Publishers, New Jersey David A.Aaker,(1996) Building Strong Brands, The free press David A.Aaker, (1996), Building Strong Brands, The free press Eckhardt Giana M, (2005), „Local Branding in a Foreign Product Category in a Emerging Market“, Journal of International Marketing, American Marketing Association, vol.13,no.4, pp. 57-79 Julian Ming-Sung Cheng, Charles Blankson, Paul C.S. Wu, Somy S.M. Chen (2005), A Stage Model of International Brand Development: The perspective of manufactures from two newly industrialized economies-South Korea and Taiwan , Science direct,Industrial Marketing Management 34(2005)504-514 J.N Kapferer, Strategic Brand Mnagement- New Approaches to Creating and Evaluating Brand Equity J.Olszewska,Wizerunek jako narzedzie tworzenia przeagi strategicznej gminy, marketing I rynek,no 11/2000, page 13 J.M. Murphy, Branding: A Key Marketing Tool, The Macmillan Press LTD Kevin lane Keller, (2003), Strategic Brand Management, building, “measuring and managing brand equity”, International edition, Second edition Kotler Philip, (1991) Marketing, Felberg Sja, Warsaw Kotler Philip and Kevin Lane Keller, Marketing Management Shin-Horng Chen, Pam Wen, Meng-chun Liu, Chung-Hua Institution for Economic Research, Xin-Wu Lin (2006) Taiwan Institute of Economic Research “Innovation Capability-Building and Technology Branding: From OEM/ODM to OBM” Paper prepared for the 2006 International Conference on Industrial Technology Innovation Repositioning for Industrial Growth and Economic Prosperity through Innovation Schuiling Isabelle and Jean-Noel Kapferer, (2004), “Executive Insights: Real Differences Between Local and International Brands: Strategic Implementations for International Markets” , Journal of International Marketing pp.97-112 T. Ambler, Marketing form A do Z Strategic Marketing and research Techniques – Brand equity& Image T.Sztuki,Promocja.Sztuka pozyskiwania nabywcow, Placet, Warszawa 1995,page 211 Yong Gao Gerald, Yigang Pan,David K. Tse and Chi Kin (Bennett) Yim, (2006) “market Share Performance of Foreign and Domestic Brands in China” Journal of International Marketing, American Marketing Associations pp32-51 Whitelock Jeryl and Fernando Fastoso,(2007), “Understanding international branding:defining the domain and reviewing the Literature”, Bradford University School of Management, Bradford, UK Internet support: Brand Xpress blog, 6 Basic Qualities of Brand Positioning www.s-m-a-r-t.com/exp_brandequity.htm www.netmba.com www.aleson.pl www.terravita.com.pl www.onet.pl www.yahoo.com | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/27472 | - |
| dc.description.abstract | The topic of my thesis is branding in foreign market based on Polish company in Taiwan.
The goal of this paper is to show the importance of brand value and to touch on the implications involved during creating a new brand in a foreign market. The paper begins with a literature review that aims to define and discuss branding, in terms of its function viewed by consumers and enterprises. Thre second part is about Polish company in Taiwanese market. The tird is touch on foreign investments and business opportinities in Asia. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-12T18:06:15Z (GMT). No. of bitstreams: 1 ntu-96-R94724111-1.pdf: 510813 bytes, checksum: c1a878f08a96acafa2e97409d51b13f9 (MD5) Previous issue date: 2007 | en |
| dc.description.tableofcontents | TABLE OF CONTENTS
I. Introduction 3 II. Literature Review 4 Branding and its Function in the Marketplace .. 4 2.1. Different Concepts of Branding 4 2.2. Meaning of Brands from Customers’ Point of View 5 2.3. Brand Equity 7 2.4. Alternative Branding Strategies 8 2.5. Trademarks as Instruments of Competition 9 Branding and Positioning 12 2.6. Brand Identity 12 2.7. Brand Positioning 18 III. Branding from Perspective of Multinational Firms. 20 3.1. Introduction 20 3.2. International Branding 21 IV. Case Study: Background 26 4.1. Profile of Aleson Poland 26 4.2. Product Mix 29 4.3. Analysis of Chocolate Market in Asia 31 4.4. Consumer Profile 34 4.5. Aleson’s Strategy 37 4.6. Aleson’s Trademark 40 4.7. Promotional Activities 40 4.8. Brand: TERRAVITA 42 V. Case Study: International Business – Europe and Asia 45 5.1. Trade Differences 45 5.2. Market Entry Strategy 46 5.3. Issues of Cooperation 47 5.4. Arranging Agreements 48 5.5. Budget for Starting up a Representative Office 52 5.6. Milestone of Launching New Brand Based on Terravita into Foreign Market 52 VI. Conclusion 55 Appendix 57 References 59 | |
| dc.language.iso | en | |
| dc.title | 新品牌在海外市場的介紹-一個波蘭公司的案例 | zh_TW |
| dc.title | Branding in a foreign market-case study of Polish company in Taiwan | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 96-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 林俊昇,謝明慧 | |
| dc.subject.keyword | 波蘭,案例,品牌, | zh_TW |
| dc.subject.keyword | case study of Polish company in Taiwan,brand in foreign market, | en |
| dc.relation.page | 61 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2008-01-02 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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