百年風光－老餅店品牌形象經營研究與設計

Hundred Years of Glory: A Study on Old Bakery Brand Image and Rebranding

張育甄(Yu-Chen Chang)

指導教授 ： 王桂沰

朝陽科技大學/設計學院/設計研究所/碩士(2009年)

摘要

近年來，台灣各產業界無不以形塑品牌為要，從市面上琳瑯滿目的品牌打造、品牌行銷等書籍，更可窺知台灣產業重視品牌學之狂熱。在各界不斷引進國外成功經驗、行銷策略或塑形方法的同時，台灣內部有一群文化價值極高的百年老品牌，其形象的形成係屬道地台灣式認同，應有別於一般外來經驗所論。以此為念，本研究第一部份，為透過文獻探討與深度訪談，先針對台灣道地老品牌－百年餅店其品牌形象語言結構、形象溝通之現況剖析，再進一步就其問題與機會整理歸納，並著重於品牌形象經營策略的建構與視覺展現，提出三大項策略性設計建議：一、以提昇產品價值的感性層次、放寬品牌精神的格局等思維，幫助定義品牌的核心價值；二、藉由視覺口語化與保留「實在文化」的形象因子等方式，打造品牌視覺特色；三、以故事體驗形塑品牌特質，及讓消費者擁有自行詮釋的空間等方法進行溝通宣傳，以此作為創作發展之依據。第二部份，為設計執行階段，以鄭玉珍餅舖為對象，進行包括品牌視覺識別、產品包裝、體驗活動等設計實務操作，除檢視上述策略建議之適切性外，更實際幫助鄭玉珍建立消費印象與對外競爭的利器。

關鍵字

視覺識別 ； 產品包裝 ； 品牌形象 ； 百年餅店 ； 體驗活動 ； 鄭玉珍餅舖

並列摘要

In recent years, branding attaches much more importance in the industry of Taiwan. From book market, piled with brand building and brand marketing books, we can see how enthusiastically the industry in Taiwan value branding. Along with the overseas successful experiences, marketing strategies or branding methods were introduced into our industry. In Taiwan, we have hundred years of old brands with very high cultural value, however the image shaping of these old brands with local identification are very different from those overseas experiences.
In this concern, the first section of this study investigated the brand image design structures and image communication status of the local ‘hundred years of bakery’ through literary review and in-depth interview, then a conclusion was drawn on the basis of the problems and opportunities faced, and finally three suggestions were proposed for design strategy in the viewpoints of image branding and visual expression. The first suggestion for rebranding old bakery is to advance the value of product to the emotional level, to expand the brand spirit and identify the core brand value. The second is to build the visual characteristic of brand through visualizing oral communication and maintaining the image factor of ‘faithful culture’ etc. The third is to promote the brand with story telling which shapes the brand features for consumer experience, and to provide consumers with a free interpreting space.
The second section of this study was the design creation based on the results of the first section. Chzeng Yu Zhen Bakery was selected as the branding subject and a series of design were practiced, including brand visual identity, product packaging, and experience activity. Therefore, the second section not only provided a chance to exam the suitability of the conclusion resulted from the first section but also actually helped Chzeng Yu Zhen Bakery to build consumer’s impression and enhance the competitively.

並列關鍵字

Chzeng Yu Zhen Bakery ； hundred years of bakery ； experience activity ； product packaging ； brand image ； visual identification

參考文獻

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） Fog ,Klaus ; Budtz ,Christian and Yakaboylu, Baris (2005), Storytelling: Branding in practice. Berlin: Springer.