Analysis on brand building of Kaohsiung Film Archive

  • 邱 珮甄

Student thesis: Master's Thesis

Abstract

Over the past few years of branding and marketing research a number of issues have arisen With the rise of the creative economy industries are aware that product-driven marketing has to swift to brand-led approach to enhance competitiveness Most previous research has suggested many different branding modules with a tendency to focus on brand value in most cases However along with the change in consumption habits and aspirations the priority of branding has changed to creating a brand experience that produces brand knowledge and memories for customers which is seen as one of the decisive and most essential factors of customer buying However different from other industries it is not easy to produce the effect of branding in the creative industries due to variety and time limitations of projects Up to date there is relatively little research focusing on the process of branding in the creative industries The objective of this research is to explore how the Kaohsiung Film Archive has become aware of its brand and how it conveys its identity through the process of developing itself as a creative brand Moreover how consumers perceive the brand image will also be explored Comparing consumer and organization perspectives this research aims to understand the effect of brand building on the case being studies whilst also providing suggestions in the conclusion about brand building and for future branding communication strategy This research uses the case-study method with the analyzed materials including publicity materials questionnaires and semi-structured interview transcripts based on the effect of brand building by Kaohsiung Film Archive (KFA) The data were collected from an interview with the CEO and purposive sampling from KFA members or stakeholders in this research The qualitative and quantitative analysis were conducted through content analysis and descriptive statistics together in order to indicate the effect of brand building between the internal organization and external consumer markets The results of this research show positive feedback in general The findings suggest that different brand marketing approaches can generate a positive impact on the effects of its brand building To conclude this research is of importance in explaining the dynamic relationship between brand identity and brand image by providing a further analysis on how a cultural institution develops its branding practices as well as providing suggestions for better strategic branding practices in the future
Date of Award2014 Feb 11
Original languageEnglish
SupervisorMeng-Dar Shieh (Supervisor)

Cite this

Analysis on brand building of Kaohsiung Film Archive
珮甄, 邱. (Author). 2014 Feb 11

Student thesis: Master's Thesis