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| Title: | 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 |
| Authors: | 羅美娥
Romero, Daniela |
| Contributors: | 何富年
Ho, Foo Nin
羅美娥
Romero, Daniela |
| Keywords: | 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 |
| Date: | 2017 |
| Issue Date: | 2017-08-28 11:35:41 (UTC+8) |
| Abstract: | 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. |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
1049330361 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1049330361 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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