A Research on Brand Reengineering in the Jewellery Retail Industry - A Case Study of Company P

Abstract

Company P is a well-known Danish string jewelry company It was introduced to Taiwan by an agent in 2012 In recent years many cheap and counterfeit string bracelets have appeared in Taiwan which has severely impacted Company P's business and brand We explore the brand reengineering strategy of Company P as facing challenges from the competition of low-price products changes in consumer habits and decline in operating performance In this research we refer to the brand value theory of Aaker (1991) and Keller (2014)'s brand reengineering process to design brand value and position related questions We then conduct interviews and analysis with different classes of clients and a senior manager of Company P We find that Company P’s brand value mainly comes from its ability to be good at story marketing and making affordable price strategies It also fully implements the concept of customer participation in value cocreation works with customers to create stories and dreams with warmth and customizes accessories that can resonate Moreover the sales and service personnel of Company P becomes the customer's product consultant provides professional advice based on customers’ ideas and tailors the unique accessories in the world based on their personality and needs However more and more competitors imitate Company P's model of DIY combination of charms so Company P needs to reposition and build brand influence In the future the target should include different groups and utilize its design-and-production-integrated supply chain to launch more precise and diverse products through precise marketing and O2O channels to reduce dependence on core products and customer groups and diversify the risk of excessive concentration of young urban women

Date of Award	2020
Original language	English
Supervisor	Meng-Feng Yen (Supervisor)