遊山茶訪品牌設計專案報告書

The Project Report of Teaquest Branding Design

王盈發(Ying-Fa Wang)

指導教授 ： 蕭嘉猷

國立臺中科技大學/設計與語文學院/商業設計系碩士班/碩士(2009年)

https://doi.org/10.6826/NUTC.2009.00038

摘要

台灣中小企業在品牌推展過程中，因組織規模與團隊專業度的不足，或經營者自身對品牌化價值的認知差異，往往造成品牌策略的不明確與不一致。而建立品牌要素的重要任務，也大都仰賴與外部設計團隊的配合。
本專案報告係台灣茶業品牌－遊山茶訪的品牌設計專案執行歷程，內容紀錄了<遊山茶訪>品牌二個階段之設計整合，從2005年委託美可特品牌企劃設計公司進行重整開始，歷經約四年半，至2009年3月茶心苑茶文化館的成立，已經成功達成目標，成果有目共睹。
在品牌設計專案執行過程中，首先面對的難題即是<界定問題>、<認知整合>和<擬定目標>，達成共識後才展開設計作業。本專案內容紀錄二個階段的品牌目標與設計策略，分別運用美可特品牌企劃設計公司實行多年之設計方法----品牌設計思考循環（Branding Cycle）為設計策略發展方向，創意跳板（CSB）為設計過程執行方針，達成兼顧市場目標，並可以轉換成設計策略的執行步驟，減低行銷單位與設計單位的認知差異，並呈現具體設計成果。
企業經營者在面對市場行銷與品牌設計的雙重考量下，如何針對設計之適切與否做出判斷；設計單位又如何根據市場與行銷相關訊息，轉換成一套專業有效的品牌要素設計，長久以來一直是中小企業經營者與設計單位的共同困擾。期望本報告能成為中小企業品牌設計策略與執行的重要參考，尤其是文化創意產業相關領域企業，在組織不完整與行銷推廣經費預算不充足情況下，推行品牌化過程的品牌策略思考、品牌要素建立與包裝設計過程等之設計管理；同時透過實務紀錄的方式提出相關注意事項與處理技巧，在設計原則與實際操作之間，能夠達成具體銜接的功能。

關鍵字

品牌策略 ； 設計管理 ； 包裝設計 ； 文化創意產業 ； 文化館

並列摘要

During the brand marketing course, due to either lacking of sufficient business scale and team specialties or discrepancies of business owner’s perception in brand value, SMEs in Taiwan often have uncertain and inconsistent brand strategies. As for the important task on building up branding elements, most companies rely on external design groups.

This project report was related to the executing progress of a brand designing project for The Teaquest , a tea business brand in Taiwan. It recorded the 2-phases brand design and integration for < The Teaquest>. In 2005, the company entrusted Victor Branding Design Company to reform and re-create a new brand image. The project took about four and half years, and the establishment of the tea cultural house, Cha Xin Yuan, in March 2009 was considered a success touchdown; the result was obvious to all.

While carrying out this brand design project, the first difficult problem confronted related to , , and .
The designing work can be elaborated only if the three elements have come into a common view. The project content recorded the two-phases branding target and design strategy, which utilized respective design methods that were implemented by the Victor Ad., Corp. for many years, i.e. taking branding cycle as the development direction for this design strategy and using CSB as the design project’s implementation course. Therefore, not only the market target can be satisfied but also the convertible implementation procedure, while converts to the design strategy, can reduce perception discrepancies between the marketing group and the design group, and as well as help present specified designing results.

While taking both marketing and brand design into consideration, problems like “how do business owners make decisions related to the appropriateness of a design”, and “how does design group convert related information on business market and its marketing into a set of professional and effective brand design solution” had been common problems for both SME owners and design groups for quite a time. This report was expected to become an important reference while making and implementing brand design strategies for SMEs. Especially for culture creativity related industries, when the organization structure are not thorough and the marketing budget is insufficient, they should promote design management on branding procedures like branding strategies consideration, branding elements construction, and package design processes, etc… Meanwhile, by actual records, this report also pointed out matters needing attention and the solving skills, so that function of specified connection can be carried out between the designing principles and real operations.

並列關鍵字

Brand strategy ； Design Management ； Package Design ； Culture Creativity Industry ； Cultural House

參考文獻

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