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題名 品牌人物之塑造與管理-美日成功個案分析
Building and Management of Character Brands
作者 葛彥伶
Ko, Yen-Ling
貢獻者 陳建維
葛彥伶
Ko, Yen-Ling
關鍵詞 品牌人物
卡通人物
品牌管理
品牌關係
Character brands
Cartoon characters
Brand Management
Brand-customer relationship
Brand Benefits
Brand concpet
日期 2007
上傳時間 18-Sep-2009 18:56:20 (UTC+8)
摘要 Character brands have become a trend in business. Firms create character brands to draw consumer’s attention. For successful character brands, a strong attachment will be created to the consumers, so the brand-customer relationship will be loyal and powerful. The purpose of this research is to examine and discuss the marketing strategies and brand management of firms adopted to build their character brands, and theoretical and managerial implications will be addressed.
     This research adopts the method of case study research. Four character brands with various natures will be discussed separately, and a comparison will be made accordingly. The four character brands examined in this research are Saniro’s Hello Kitty, Fujio’s Doraemon, Walt Disney’s Mickey Mouse and Charles Schultz’s Snoopy. Hello Kitty and Doraemon are Japanese character brands; Mickey Mouse and Snoopy are American character brands. These four character brands are very popular among consumers. The focus of this research is to address the similarities and differences of character development and brand management of these four character brands.
     The findings of this research are: First, characters with different nature (type) will have different brand concept management strategies. For comic character brands, firms will be focus on the development of character personalities. For pure character brand, firms will concentrate on the design and appearance of such characters. Second, the brand-customer relationship between character brands and consumers is very unique. Consumers gain emotional and self-expressive benefit from character brands. As a result, it is essential to reinforce the brand/character image consistently, so the attachment will be stronger. Third, similar brand management strategies, such as licensing, brand extensions, sponsorships and reinforce character image, are adopted by firms; however, the focus on character brand building for each firm is somewhat different.
     These four character brands are successful examples on character brand management. In order to manage good character brands, character development is necessary, and it is also crucial to create a strong brand identity. Most importantly, the brand building/management strategies have to be consistent with the nature/types of the characters.
     Key Word: Character, Character brand, brand management, brand-customer relationship
Character brands have become a trend in business. Firms create character brands to draw consumer’s attention. For successful character brands, a strong attachment will be created to the consumers, so the brand-customer relationship will be loyal and powerful. The purpose of this research is to examine and discuss the marketing strategies and brand management of firms adopted to build their character brands, and theoretical and managerial implications will be addressed.
     This research adopts the method of case study research. Four character brands with various natures will be discussed separately, and a comparison will be made accordingly. The four character brands examined in this research are Saniro’s Hello Kitty, Fujio’s Doraemon, Walt Disney’s Mickey Mouse and Charles Schultz’s Snoopy. Hello Kitty and Doraemon are Japanese character brands; Mickey Mouse and Snoopy are American character brands. These four character brands are very popular among consumers. The focus of this research is to address the similarities and differences of character development and brand management of these four character brands.
     The findings of this research are: First, characters with different nature (type) will have different brand concept management strategies. For comic character brands, firms will be focus on the development of character personalities. For pure character brand, firms will concentrate on the design and appearance of such characters. Second, the brand-customer relationship between character brands and consumers is very unique. Consumers gain emotional and self-expressive benefit from character brands. As a result, it is essential to reinforce the brand/character image consistently, so the attachment will be stronger. Third, similar brand management strategies, such as licensing, brand extensions, sponsorships and reinforce character image, are adopted by firms; however, the focus on character brand building for each firm is somewhat different.
     These four character brands are successful examples on character brand management. In order to manage good character brands, character development is necessary, and it is also crucial to create a strong brand identity. Most importantly, the brand building/management strategies have to be consistent with the nature/types of the characters.
     Key Word: Character, Character brand, brand management, brand-customer relationship
參考文獻 中文文獻
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描述 碩士
國立政治大學
國際經營與貿易研究所
94351042
96
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0094351042
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 葛彥伶zh_TW
dc.contributor.author (Authors) Ko, Yen-Lingen_US
dc.creator (作者) 葛彥伶zh_TW
dc.creator (作者) Ko, Yen-Lingen_US
dc.date (日期) 2007en_US
dc.date.accessioned 18-Sep-2009 18:56:20 (UTC+8)-
dc.date.available 18-Sep-2009 18:56:20 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 18:56:20 (UTC+8)-
dc.identifier (Other Identifiers) G0094351042en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/36597-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 94351042zh_TW
dc.description (描述) 96zh_TW
dc.description.abstract (摘要) Character brands have become a trend in business. Firms create character brands to draw consumer’s attention. For successful character brands, a strong attachment will be created to the consumers, so the brand-customer relationship will be loyal and powerful. The purpose of this research is to examine and discuss the marketing strategies and brand management of firms adopted to build their character brands, and theoretical and managerial implications will be addressed.
     This research adopts the method of case study research. Four character brands with various natures will be discussed separately, and a comparison will be made accordingly. The four character brands examined in this research are Saniro’s Hello Kitty, Fujio’s Doraemon, Walt Disney’s Mickey Mouse and Charles Schultz’s Snoopy. Hello Kitty and Doraemon are Japanese character brands; Mickey Mouse and Snoopy are American character brands. These four character brands are very popular among consumers. The focus of this research is to address the similarities and differences of character development and brand management of these four character brands.
     The findings of this research are: First, characters with different nature (type) will have different brand concept management strategies. For comic character brands, firms will be focus on the development of character personalities. For pure character brand, firms will concentrate on the design and appearance of such characters. Second, the brand-customer relationship between character brands and consumers is very unique. Consumers gain emotional and self-expressive benefit from character brands. As a result, it is essential to reinforce the brand/character image consistently, so the attachment will be stronger. Third, similar brand management strategies, such as licensing, brand extensions, sponsorships and reinforce character image, are adopted by firms; however, the focus on character brand building for each firm is somewhat different.
     These four character brands are successful examples on character brand management. In order to manage good character brands, character development is necessary, and it is also crucial to create a strong brand identity. Most importantly, the brand building/management strategies have to be consistent with the nature/types of the characters.
     Key Word: Character, Character brand, brand management, brand-customer relationship		zh_TW
dc.description.abstract (摘要) Character brands have become a trend in business. Firms create character brands to draw consumer’s attention. For successful character brands, a strong attachment will be created to the consumers, so the brand-customer relationship will be loyal and powerful. The purpose of this research is to examine and discuss the marketing strategies and brand management of firms adopted to build their character brands, and theoretical and managerial implications will be addressed.
     This research adopts the method of case study research. Four character brands with various natures will be discussed separately, and a comparison will be made accordingly. The four character brands examined in this research are Saniro’s Hello Kitty, Fujio’s Doraemon, Walt Disney’s Mickey Mouse and Charles Schultz’s Snoopy. Hello Kitty and Doraemon are Japanese character brands; Mickey Mouse and Snoopy are American character brands. These four character brands are very popular among consumers. The focus of this research is to address the similarities and differences of character development and brand management of these four character brands.
     The findings of this research are: First, characters with different nature (type) will have different brand concept management strategies. For comic character brands, firms will be focus on the development of character personalities. For pure character brand, firms will concentrate on the design and appearance of such characters. Second, the brand-customer relationship between character brands and consumers is very unique. Consumers gain emotional and self-expressive benefit from character brands. As a result, it is essential to reinforce the brand/character image consistently, so the attachment will be stronger. Third, similar brand management strategies, such as licensing, brand extensions, sponsorships and reinforce character image, are adopted by firms; however, the focus on character brand building for each firm is somewhat different.
     These four character brands are successful examples on character brand management. In order to manage good character brands, character development is necessary, and it is also crucial to create a strong brand identity. Most importantly, the brand building/management strategies have to be consistent with the nature/types of the characters.
     Key Word: Character, Character brand, brand management, brand-customer relationship		en_US
dc.description.tableofcontents Table of Contents - 1 -
     List of Tables and Figures - 2 -
     Chapter I Introduction 1
     Background and Motivation for this Research: 1
     Research Purpose 2
     Chapter II Literature Review 3
     2.1 Forms of characters 3
     2.2 Character Brands 7
     2.3 Character Brand Management 13
     2.4 Consumer’s Behavior towards Character Brands 21
     Chapter III Research Method 24
     3.1. Nature of Case Study Research 24
     3.2 Typology of Case Study Research 25
     3.3 Process of Case Study Research 29
     3.4 Case Study of this Research 30
     Chapter IV Case Study 36
     4.1 Case Study- Japanese Character Brands 36
     I. Sanrio Hello Kitty-The Kitten Princess 38
     II. Doraemon – the Earless Cat Robot 48
     4.2 Case Study- American Character Brands 57
     I. Walt Disney Mickey Mouse-Disney’s No.1 Star 59
     II. Peanuts Comic Snoopy-The Dog with a Free Mind 71
     4.3 Discussion-Comparison of the Four Cases 80
     Chapter V Conclusions 93
     5.1 Overview 93
     5.2. Main Findings 93
     5.3. Limitation of the Research 96
     5.4 Contributions of this Research 97
     5.5 Future Research 100
     References 102
     
     List of Tables and Figures
     
     
     
     Figures
     Figure 2-1 McCracken (Meaning transfer process) 9
     Figure 2-2 Garretson and Niedrich’s (2004) Conceptual Model 11
     Figure 3-1 Multi-case comparison 33
     Figure 4-1 Brand Concept Management for Hello Kitty 42
     Figure 4-2 Brand Concept Management for Doraemon 53
     Figure 4-3 Brand Concept Management for Mickey Mouse 65
     Figure 4-4 Brand Concept Management for Snoopy 75
     
     Tables
     Table3-1 Process of Building Theory from Case Study Research 29
     Table 3-2 Comparison of the nature of characters 34
     Table 4-1 Biography of Hello Kitty 40
     Table 4-2 Bibliography of Doraemon 49
     Table 4-3 Comparison of the four character brands 90		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0094351042en_US
dc.subject (關鍵詞) 品牌人物zh_TW
dc.subject (關鍵詞) 卡通人物zh_TW
dc.subject (關鍵詞) 品牌管理zh_TW
dc.subject (關鍵詞) 品牌關係zh_TW
dc.subject (關鍵詞) Character brandsen_US
dc.subject (關鍵詞) Cartoon charactersen_US
dc.subject (關鍵詞) Brand Managementen_US
dc.subject (關鍵詞) Brand-customer relationshipen_US
dc.subject (關鍵詞) Brand Benefitsen_US
dc.subject (關鍵詞) Brand concpeten_US
dc.title (題名) 品牌人物之塑造與管理-美日成功個案分析zh_TW
dc.title (題名) Building and Management of Character Brandsen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文文獻zh_TW
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