國際品牌再造形象之視覺識別設計創作研究-以馬來西亞Julie’s茱莉絲品牌為例
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2013
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台灣在全球的產業鏈代工素有極佳口碑，但近十年來受到中國大陸、東南亞、東歐等國製造上強力的競爭下，獲利愈趨微薄，政府及企業深刻體認發展台灣國際品牌的重要性與迫切性，台灣的未來能否在全球競爭環境下得以更上一層樓，打造品牌是非常關鍵的課題。然而品牌在經營上會因各種可能因素面臨衰退或老化，惟有與時俱進的品牌再造，企業才不至於在全球市場競爭上被淘汰。
本創作研究係針對馬來西亞知名餅乾Julie's茱莉絲品牌之相關研究，旨在定義國際品牌、企業識別、品牌識別、品牌再造等文獻，再歸納分析國際品牌再造之作業方法與流程、國際品牌視覺識別更新案例、國際百大食品品牌標誌，以整理出Julie's茱莉絲個案品牌再造的方法論，此包括四大範疇及八大流程，四大範疇即品牌建立、品牌發展、品牌傳承、品牌溝通。八大流程則為品牌檢視、商業策略、策略情境、品牌定位、識別發展、品牌團隊分工、進入市場規劃及通路與媒體執行。透過個案4C分析、利害關係人深度訪談、員工意見問卷調查、工作營的共識、消費者焦點訪談結果，以發展形象設計概念、品牌DNA、形象設計要素，進而創作出Julie's茱莉絲品牌視覺識別，內容包括基本設計系統與應用設計系統。故本創作重要研究結論如下：
1. 品牌再造要先了解品牌的缺口及品牌關鍵的變革課題。
2. 找出品牌再造的方法論並依據此步驟執行之。
3. 品牌是一條必須堅持的長遠之路，而品牌再造可協助品牌強化核心競爭力，再創品牌成功的機會。
4. 品牌視覺識別設計在品牌再造中直接影響消費者的認知，故必須環環相扣，依據品牌定位找出最佳化設計。
此整體研究的成果可作為台灣企業發展國際品牌形象視覺識別之參考。
Taiwan is renowned for original equipment manufacturer in global industrial supply chain. However, there are some threats that come from strong competition in China, Southeast Asia, Eastern Europe and other countries over the recent decade. Among these competitions, corporation’s profits become fewer and fewer and then government and organizations realize the importance of developing Taiwanese global brands as well as the urgency of enhancing Taiwan’s future ability to have a better position competing with other competitors in global markets. Therefore, building brands is the most crucial lesson ahead. Nevertheless, there are numerous factors that make brands declined or out dated. The only thing that enterprises can do is to keep abreast of the latest development in rebranding that they would not be eliminated from global fierce competitive markets. This study investigates related researches on famous Malaysian biscuit brand called Julie’s and the objective is to define the international brand, corporation identity, brand identity, rebranding as well as associated literatures and then analyze international rebranding operational approaches, operating procedures, the international brand visual identity updated cases, one hundred largest international food brand logo to sort out Julie’s rebranding methodology that includes four major aspects and eight procedures. The four aspects mean brand building, brand development, brand heritage and brand communication. The eight procedures consist of brand review, business strategy, strategic context, brand positioning, and identifying development, brand teamwork division, entering markets planning and media execution. Through the analysis of 4C case study, stakeholder interviews, employee opinion surveys, the consensus of the work camp, the consumer focus interviews to develop the concept of image design, brand DNA, image design elements and thus create Julie’s brand visual identity which includes basic design system and application design system. The important conclusions of this study are as follows: 1. Rebranding should understand the disadvantages of brand and critical brand changing issue. 2. Rebranding should develop its own methodology and operate it based on this procedure. 3. Brand is such a long road that rebranding can assist brand to strengthen its core competitiveness and lead to a successful brand image. 4. Brand visual identity design play an important role in rebranding and have direct impacts on consumer’s perception. Consequently, it can base on brand positioning to find out the optimal design. The overall result of this study can be used as a reference for an international brand image of Taiwan enterprises development.
Taiwan is renowned for original equipment manufacturer in global industrial supply chain. However, there are some threats that come from strong competition in China, Southeast Asia, Eastern Europe and other countries over the recent decade. Among these competitions, corporation’s profits become fewer and fewer and then government and organizations realize the importance of developing Taiwanese global brands as well as the urgency of enhancing Taiwan’s future ability to have a better position competing with other competitors in global markets. Therefore, building brands is the most crucial lesson ahead. Nevertheless, there are numerous factors that make brands declined or out dated. The only thing that enterprises can do is to keep abreast of the latest development in rebranding that they would not be eliminated from global fierce competitive markets. This study investigates related researches on famous Malaysian biscuit brand called Julie’s and the objective is to define the international brand, corporation identity, brand identity, rebranding as well as associated literatures and then analyze international rebranding operational approaches, operating procedures, the international brand visual identity updated cases, one hundred largest international food brand logo to sort out Julie’s rebranding methodology that includes four major aspects and eight procedures. The four aspects mean brand building, brand development, brand heritage and brand communication. The eight procedures consist of brand review, business strategy, strategic context, brand positioning, and identifying development, brand teamwork division, entering markets planning and media execution. Through the analysis of 4C case study, stakeholder interviews, employee opinion surveys, the consensus of the work camp, the consumer focus interviews to develop the concept of image design, brand DNA, image design elements and thus create Julie’s brand visual identity which includes basic design system and application design system. The important conclusions of this study are as follows: 1. Rebranding should understand the disadvantages of brand and critical brand changing issue. 2. Rebranding should develop its own methodology and operate it based on this procedure. 3. Brand is such a long road that rebranding can assist brand to strengthen its core competitiveness and lead to a successful brand image. 4. Brand visual identity design play an important role in rebranding and have direct impacts on consumer’s perception. Consequently, it can base on brand positioning to find out the optimal design. The overall result of this study can be used as a reference for an international brand image of Taiwan enterprises development.
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國際品牌, 品牌再造, 視覺識別, international brands, rebranding, visual identity