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題名 創造國家品牌-由全球角度將台灣創造成為一個國家品牌
Building a national brand – taiwan country brand from a global perspective作者 羅美娥
Romero, Daniela貢獻者 何富年
Ho, Foo Nin
羅美娥
Romero, Daniela關鍵詞 國家品牌
定位
身分
國家形象
市場概念
Nation/country brand
Positioning
Identity
Country image
Mktg concept日期 2017 上傳時間 28-Aug-2017 11:35:41 (UTC+8) 摘要 This thesis is an academic paper which makes a critical follow-up to Taiwan´s country brand development through the past years until the recent, ‘Taiwan. The heart of Asia’, carried out by Taiwan’s Tourism Bureau, since 2009, since earlier attempts as we will also make a review this were merely advertising concepts, not the creation of a brand. This will be in order to understand how the current positioning of Taiwan is managed.It uses a qualitative methodology that has in-depth interviews, analysis of marketing pieces in order to discover factors such as the central communication concept, branding analysis, media used, branding models, etc.; in order to understand Taiwan’s country image and brand positioning. Through the development of this paper we find an analysis of concepts related to the Taiwanese identity, communication efforts of Taiwan’s brand and the observation of international referents that give us a framework and bench mark of success in positioning countries. The work concludes with the revelation of a series of factors related to the effectiveness of the current efforts of Taiwan’s country brand, a proposal that allow the elaboration of a coherent and adequate country image to a country like Taiwan and finally reveal conclusions regarding the characteristics of different nation brand building model that provides a methodology to manage country image successfully. 參考文獻 - Anholt, S., (2004). Nation-brands and the value of Provenance. In Morgan, N., Pritchard, A., & Pride, R. (Eds). Destination branding: Creating theunique destination proposition. United Kingdom.- Anholt, S. (2005). Brand New Justice: how branding places and products can help the developing world, (2nd ed.). United Kingdom.- Anholt, S. (2005). Brand Papers: Branding nations. (2005, October), from ABI/INFORM Global database.- Anholt Nation Brands Index (2016), GFK, United Kingdome. - Balabanis, G., & Diamantopoulos, A. (2011). Gains and losses from the misperception of brand origin: The role of brand strength and country-of-origin image. Journal of International Marketing. United Kingdome.- Barrientos S., Marcelo G.; Lehman S., Álvaro A.; Vergara M., Juan P (2004). Desarrollo de la marca país. Diego Portales University, Chile.- Bilkey, W.J. and Nes, E., (1982). Country-of-origin Effects on Product Evaluations. Journal of International Business Studies, Spring/Summer, United Kingdome.- Chernatony, L. (2000). From Brand Vision to Brand Evaluation Strategically Building and Sustaining Brands. Oxford, United Kingdome. - Chun-An Chen. (2013). Develop Taiwa’s Brand with a Cultural Perspective.Taiwan. - Dinnie, K. (2008) Nation Branding: Concepts, issues, practice. Rutledge, London, New York.Publishing, United Kingdome. - Fan, Y., (2010). Branding the Nation, Towards a Better Understanding. Place Branding and Public Diplomacy, - Future Brand (2015). Country Brand Index 2014 – 2015. United Kingdome. - Gilmore, F., (2002). A Country - Can it be Repositioned? - The Success Story of Cou-ntry Branding. Journal of Brand Management, Spain.- Hsien-Lee. (2013). How to develop Taiwan`s tourism nation brand Academic Journal. Taiwan. - Kotler, P. and Gertner, D., (2002). Country as brand, product and beyond: A place marketing and brand management perspective. Journal of Brand Management. United States. - Kotler and Keller (2008) Marketing Management, 13th edition, Prentice Hall, United States.- Olins, W., (2004). Branding the nation: the historical context. In Morgan, N., Pritchard, A., & Pride, R. (Eds). Destination branding: Creating the unique destination proposition. United Kingdom:- Porter, M., 1990. The Competitive Advantage of Nations. Cambridge: Harvard Business Review.- Tironi . E. and A. Cavallo (2006). Strategic Comunication. Argentina. 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
1049330361資料來源 http://thesis.lib.nccu.edu.tw/record/#G1049330361 資料類型 thesis dc.contributor.advisor 何富年 zh_TW dc.contributor.advisor Ho, Foo Nin en_US dc.contributor.author (Authors) 羅美娥 zh_TW dc.contributor.author (Authors) Romero, Daniela en_US dc.creator (作者) 羅美娥 zh_TW dc.creator (作者) Romero, Daniela en_US dc.date (日期) 2017 en_US dc.date.accessioned 28-Aug-2017 11:35:41 (UTC+8) - dc.date.available 28-Aug-2017 11:35:41 (UTC+8) - dc.date.issued (上傳時間) 28-Aug-2017 11:35:41 (UTC+8) - dc.identifier (Other Identifiers) G1049330361 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/112188 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 1049330361 zh_TW dc.description.abstract (摘要) This thesis is an academic paper which makes a critical follow-up to Taiwan´s country brand development through the past years until the recent, ‘Taiwan. The heart of Asia’, carried out by Taiwan’s Tourism Bureau, since 2009, since earlier attempts as we will also make a review this were merely advertising concepts, not the creation of a brand. This will be in order to understand how the current positioning of Taiwan is managed.It uses a qualitative methodology that has in-depth interviews, analysis of marketing pieces in order to discover factors such as the central communication concept, branding analysis, media used, branding models, etc.; in order to understand Taiwan’s country image and brand positioning. Through the development of this paper we find an analysis of concepts related to the Taiwanese identity, communication efforts of Taiwan’s brand and the observation of international referents that give us a framework and bench mark of success in positioning countries. The work concludes with the revelation of a series of factors related to the effectiveness of the current efforts of Taiwan’s country brand, a proposal that allow the elaboration of a coherent and adequate country image to a country like Taiwan and finally reveal conclusions regarding the characteristics of different nation brand building model that provides a methodology to manage country image successfully. en_US dc.description.tableofcontents Abstract 4Part I. Introduction1.1. Purpose 71.2. Relevance 91.3. Taiwan’s Case and Methodology 8 Part II. Literature Review2.1. Nations Identity 102.2. Culture and Globalization 152.3. Nation Branding 162.4. Country Brand Models 18- Kotler and Keller’s model 18- Dinnie Model 21- Provenance and COO model 23- Simon Anholt’s NBI model 25- FutureBrand CBI model 292.5. International References 31- Japan 34- Korea 35- Singapore 36- Switzerland 37- Canada 38- Peru 39Part III. Qualitative Methodology3.1. Taiwan’s Case Study 41- Branding history 42 - Brand identity 483.2. Interviews Analysis 523.3. Campaing Analysis 563.4. Brand Positioning 62Part IV. Conclusion4.1. Analysis Results 654.2. Suggestions for the future 73Part V. BibliographyReference 84 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1049330361 en_US dc.subject (關鍵詞) 國家品牌 zh_TW dc.subject (關鍵詞) 定位 zh_TW dc.subject (關鍵詞) 身分 zh_TW dc.subject (關鍵詞) 國家形象 zh_TW dc.subject (關鍵詞) 市場概念 zh_TW dc.subject (關鍵詞) Nation/country brand en_US dc.subject (關鍵詞) Positioning en_US dc.subject (關鍵詞) Identity en_US dc.subject (關鍵詞) Country image en_US dc.subject (關鍵詞) Mktg concept en_US dc.title (題名) 創造國家品牌-由全球角度將台灣創造成為一個國家品牌 zh_TW dc.title (題名) Building a national brand – taiwan country brand from a global perspective en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) - Anholt, S., (2004). Nation-brands and the value of Provenance. In Morgan, N., Pritchard, A., & Pride, R. (Eds). Destination branding: Creating theunique destination proposition. United Kingdom.- Anholt, S. (2005). Brand New Justice: how branding places and products can help the developing world, (2nd ed.). United Kingdom.- Anholt, S. (2005). Brand Papers: Branding nations. (2005, October), from ABI/INFORM Global database.- Anholt Nation Brands Index (2016), GFK, United Kingdome. - Balabanis, G., & Diamantopoulos, A. (2011). Gains and losses from the misperception of brand origin: The role of brand strength and country-of-origin image. Journal of International Marketing. United Kingdome.- Barrientos S., Marcelo G.; Lehman S., Álvaro A.; Vergara M., Juan P (2004). Desarrollo de la marca país. Diego Portales University, Chile.- Bilkey, W.J. and Nes, E., (1982). Country-of-origin Effects on Product Evaluations. Journal of International Business Studies, Spring/Summer, United Kingdome.- Chernatony, L. (2000). From Brand Vision to Brand Evaluation Strategically Building and Sustaining Brands. Oxford, United Kingdome. - Chun-An Chen. (2013). Develop Taiwa’s Brand with a Cultural Perspective.Taiwan. - Dinnie, K. (2008) Nation Branding: Concepts, issues, practice. Rutledge, London, New York.Publishing, United Kingdome. - Fan, Y., (2010). Branding the Nation, Towards a Better Understanding. Place Branding and Public Diplomacy, - Future Brand (2015). Country Brand Index 2014 – 2015. United Kingdome. - Gilmore, F., (2002). A Country - Can it be Repositioned? - The Success Story of Cou-ntry Branding. Journal of Brand Management, Spain.- Hsien-Lee. (2013). How to develop Taiwan`s tourism nation brand Academic Journal. Taiwan. - Kotler, P. and Gertner, D., (2002). Country as brand, product and beyond: A place marketing and brand management perspective. Journal of Brand Management. United States. - Kotler and Keller (2008) Marketing Management, 13th edition, Prentice Hall, United States.- Olins, W., (2004). Branding the nation: the historical context. In Morgan, N., Pritchard, A., & Pride, R. (Eds). Destination branding: Creating the unique destination proposition. United Kingdom:- Porter, M., 1990. The Competitive Advantage of Nations. Cambridge: Harvard Business Review.- Tironi . E. and A. Cavallo (2006). Strategic Comunication. Argentina. zh_TW
