Exploring Brand Development in Taiwanese SMEs: The Case Study of 1300 Only Porcelain

10.6702/ijbi.2016.11.2.2

Meng-Da Shieh；Thi-Huong Nguyen；Chia-Han Yang

Brand ； brand name ； logo ； brand image ； brand communication

International Journal of Business and Information

11卷2期（2016 / 06 / 01）

147 - 174

英文

This study explores brand development and performance in small- and medium-sized enterprises (SMEs) in Taiwan through factors such as brand name, brand logo, brand image, and brand communication. The study uses in-depth interviews with employees of one small company (1300 Only Porcelain) in Kaohsiung city, which specializes in high-quality porcelain. The grounded theory methodology is considered an appropriate method to explore brand development and performance of the small company. Our results show that the company has been very careful in choosing, implementing, and designing its brand elements such as brand name, brand logo, brand image, and brand communication. The company has considered all of these elements very cautiously in order to build up its facility and to create memorable, favorable, and positive images among customers. This company's brand, however, is not widely recognized in Taiwan or around the world, for reasons explained in the study.

1. Rosenthal E. 1949. Pottery and Ceramics, London: Penguin Books.
2. Robert, S.Q. Lai. 2006. Service, Minding, Esteem, Awareness, http://www.cacci.org.tw/Speeches/21st%20Conf/SunQuaeLai-Presentation.pdf
3. Aaker, D.A.(1996).Building strong brands.London:The Free Press.
4. Aaker, D.A.(1991).Managing Brand Equity.New York:The Free Press.
5. Ad, G.,Adr, V.,Pascu, N.E.(2012).Logo design and the corporate identity.Procedia-Social and Behavioral Sciences,51,650-654.
6. Ailawadi, K.L.,Keller, K.L.(2004).Understanding retail branding: Conceptual insights and research priorities.Journal of Retailing,80(4),331-342.
7. Azize, Ş.,Cemal, Z.,Hakan, K.(2012).Does brand communication increase brand trust? The empirical research on global mobile phone brands.Procedia-Social and Behavioral Sciences,58,1361-1369.
8. Baker, M.J.,Balmer, J.M.(1997).Visual identity: Trappings or substance?.European Journal of Marketing,31(5/6),366-383.
9. Barwise, P.(1993).Brand equity: Snark or boojum?.International Journal of Research in Marketing,10(1),93-104.
10. Bendapudi, N.,Singh, S.N.,Bendapud, V.(1996).Enhancing helping behavior: An integrative framework for promotion planning.The Journal of Marketing,33-49.
11. Bennett, P.D.(ed.)(1995).Dictionary of Marketing Terms.Chicago, IL:NTC Business Books.
12. Bevee, C.,Thill, J.,Mescon, M.(2007).Excellence in Business.New York:Pearson Prentice Hall.
13. Britt, S. H.(ed.)(1973).Marketing Manager's Handbook.Chicago, Ill.:Dartnell.
14. Carty, W.M.,Senapati, U.(1998).Porcelain-Raw materials, processing, phase evolution, and mechanical behavior.Journal of the American Ceramic Society,81(1),3-20.
15. Chan, A.K.K.,Huang, Y.Y.(1997).Brand naming in China: A linguistic approach.Marketing intelligence & Planning,15(5),227-234.
16. Cheung, C.K.,Chan, C.M.(2000).Social-cognitive factors of donating money to charity, with special attention to an international relief organization.Evaluation and Program Planning,23(2),241-253.
17. Chuang, Y.(1999).Returns to scale, productive efficiency, and optimal firm size evidence from Taiwan's firm date.Applied Economic,31,1353-1364.
18. Crosby, L.A.,Stephens, N.(1987).Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry.Journal of Marketing Research,404-411.
19. Dobni, D.,Zinkhan, G.M.(1990).In search of brand image: A foundation analysis.Advances for Consumer Research,17,110-118.
20. Doyle, P.(2002).Marketing Management and Strategy.Harlow England:Financial Times.
21. Duncan, T.,Moriarty, S.E.(1998).A communication-based marketing model for managing relationships.The Journal of Marketing,1-13.
22. Foroudi, P.,Melewar, T.C.,Gupta, S.(2014).Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting.Journal of Business Research,67(11),2269-2281.
23. Friedman, M.(1985).The changing language of a consumer society: Brand name usage in popular American novels in the postwar era.Journal of Consumer Research,927-938.
24. Gardner, B.,Levy, S.(1955).The Product and the Brand.Harvard Business Review,33,55-59.
25. Hall, B. F.(2002).A new model for measuring advertising effectiveness.Journal of Advertising Research,42(2),23-31.
26. Heath, T. B.,Chatterjee, S.,France, K.R.(1990).Using the phonemes of brand names to symbolize brand attributes.AMA Educator's Proceedings: Enhancing Knowledge Development in Marketing,Chicago, Ill.:
27. Henderson, P.W.,Cote, J.A.(1998).Guidelines for selecting or modifying logos.The Journal of Marketing,14-30.
28. Hynes, N.(2009).Colour and meaning in corporate logos: An empirical study.Journal of Brand Management,16(8),545-555.
29. Kapferer, J-N.(1997).Strategic brand management.Great Britain:Kogan Page.
30. Keller, K.L.(1998).Strategic Brand Management.Upper Saddle River. NJ:Prentice Hall.
31. Keller, K.L.(1993).Conceptualizing, measuring, and managing customer based brand equity.Journal of Marketing,57(1),1-22.
32. Keller, K.L.,Heckler, S.E.,Houston, M.J.(1998).The effects of brand name suggestiveness on advertising recall.The Journal of Marketing,48-57.
33. Keller, K.L.,Lehmann, D.R.(2006).Brands and branding: Research findings and future priorities.Journal of Marketing Science,25(6),740-759.
34. Kempf, D.S.,Smith, R.E.(1998).Consumer processing of product trial and the influence of prior advertising: A structural modeling approach.Journal of Marketing Research,325-338.
35. Klink, R.R.(2001).Creating meaningful new brand names: A study of semantics and sound symbolism.Journal of Marketing Theory and Practice,27-34.
36. Kohli, C.,Suri, R.(2000).Brand names that work: A study of the effectiveness of different types of brand names.Marketing Management Journal,10(2)
37. Kotler, P.(1998).Marketing Management: Analysis, Planning and Control.Englewood Cliffs, NJ:Prentice Hall.
38. Kotler, Philip H.(1991).Marketing Management: Analysis, Planning, and Control.Englewood Cliffs, NJ:Prentice Hall.
39. Levy, B.(1991).Transaction costs, the size of firms and industrial policy.Journal of Development Economics,34,151-178.
40. Levy, S.J.(1978).Marketplace Behavior - Its Meaning for Management.AMACOM.
41. Li, K.T.(1988).The Evolution of Policy Behind Taiwan's Development Success.New Haven, CT:Yale University Press.
42. Loken, B.,Joiner, C.,Peck, J.(2002).Category attitude measures: Exemplars as inputs.Journal of Consumer Psychology,12(2),149-161.
43. MacInnis, D.J.,Shapiro, S.,Mani, G.(1999).Enhancing brand awareness through brand symbols.Advances in Consumer Research,26,601-608.
44. Matzler, K.,Grabner-Kräuter, S.,Bidmon, S.(2008).Risk aversion and brand loyalty: The mediating role of brand trust and brand affect.Journal of Product & Brand Management,17(3),154-162.
45. Melewar, T.C.,Hussey, G.,Srivoravilai, N.(2005).Corporate visual identity: The rebranding of France Télécom.The Journal of Brand Management,12(5),379-394.
46. Milligan, O.L.H.(1950).Refractory whitewares of the porcelain type.American Ceramic Society Bulletin,29(4),154-57.
47. Mohammad, A.A.S(2012).The effect of brand trust and perceived value in building brand loyalty.International Research Journal of Finance and Economics,85,111-126.
48. Müller, B.,Kocher, B.,Crettaz, A.(2011).The effects of visual rejuvenation through brand logos.Journal of Business Research
49. Olins, W.(1989).Corporate identity: Making business strategy visible through design.London:Thames & Hudson.
50. Paivio, A.(1969).Mental Imagery in Associative Learning and Memory.Bobbs-Merrill.
51. Pappu, R.,Quester, P.G.(2008).Does brand equity vary between department stores and clothing stores? Results of an empirical investigation.Journal of Product & Brand Management,17(7),425-435.
52. Park, C.W.,Jaworski, B.J.,Maclnnis, D.J.(1986).Strategic brand concept - Image management.The Journal of Marketing,50,135-145.
53. Pavia, T. M.,Costa, J.A.(1993).The winning number: Consumer perceptions of alphanumeric brand names.The Journal of Marketing,85-98.
54. Pimentel, R.W.(1997).Tucson, AZ.,University of Arizona.
55. Pittard, N.,Ewing, M.,Jevons, C.(2007).Aesthetic theory and logo design: Examining consumer response to proportion across cultures.International Marketing Review,24(4),457-473.
56. Romaniuk, J.,Nenycz-Thiel, M.(2013).Behavioral brand loyalty and consumer brand associations.Journal of Business Research,66(1),67-72.
57. Sahin, A.,Zehir, C.,Kitapçı, H.(2011).The effects of brand experiences, trust and satisfaction on building brand loyalty: An empirical research on global brands.Procedia-Social and Behavioral Sciences,24,1288-1301.
58. Sakici, C.,Ayan, E.(2012).The steps of logo design at Kastamonu University, Forestry Faculty.Procedia-Social and Behavioral Sciences,51,641-644.
59. Schmitt, B.(2012).The consumer psychology of brands.Journal of Consumer Psychology,22(1),7-17.
60. Schmitt, B.H.,Pan, Y.,Tavassoli, N.T.(1994).Language and consumer memory: The impact of linguistic differences between Chinese and English.Journal of Consumer Research,419-431.
61. Shocker, A.D.,Srinivasan, V.(1979).Multi-attribute approaches for product concept evaluation and generation: A critical review.Journal of Marketing Research,159-180.
62. Shocker, A.D.,Srivastava, R.K.,Ruekert, R.W.(1994).Challenges and opportunities facing brand management: An introduction to the special issue.Journal of Marketing Research,149-158.
63. Sjödin, H.,Törn, F.(2006).When communication challenges brand associations: A framework for understanding consumer responses to brand image incongruity.Journal of Consumer Behavior,5(1),32-42.
64. Strauss, A.,Corbin, J.(1998).Basics of Qualitative Research.Newbury Park, CT:Sage Publications.
65. Swartz, T.A.(1983).Brand symbols and message differentiation.Journal of Advertising Research,23(5),59-64.
66. Tavassoli, N.T.(2002).Spatial memory for Chinese and English.Journal of Cross-Cultural Psychology,33(4),415-431.
67. Turley, L.W.,Moore, P.A.(1995).Brand name strategies in the service sector.Journal of Consumer Marketing,12(4),42-50.
68. Van den Bosch, A. L.,De Jong, M.D.,Elving, W.J.(2005).How corporate visual identity supports reputation.Corporate Communications: An International Journal,10(2),108-116.
69. Van der Lans, R.,Cote, J.A.,Cole, C.A.,Leong, S.M.,Smidts, A.,Henderson, P.W.,Schmitt, B.H.(2009).Cross-national logo evaluation analysis: An individual-level approach.Marketing Science,28(5),968-985.
70. Van Riel, C.B.,Van den Ban, A.(2001).The added value of corporate logos - An empirical study.European Journal of Marketing,35(3/4),428-440.
71. Vandenbergh, B.,Adler, K.,Olliver, L.(1987).Linguistic distinction among top brand names.Journal of Advertising Research,27(4),39-44.
72. Wade, R.(1990).Governing the Market: Economic Theory and the Role of Government in East Asian Industrialization.Princeton, NJ:Princeton University Press.
73. Walsh, M.F.,Winterich, K. Page,Mittal, V.(2010).Do logo redesigns help or hurt your brand? The role of brand commitment.Journal of Product & Brand Management,19(2),76-84.
74. Webster, F.E.,Keller, K.L.(2004).A roadmap for branding in industrial markets.The Journal of Brand Management,11(5),388-402.
75. Woo, J.J.,Cho, C.H.,Kwon, H.J.(2008).The role of affect and cognition in consumer evaluations of corporate visual identity: Perspectives from the United States and Korea.Journal of Brand Management,15(6),382-398.
76. Zehir, C.,Şahin, A.,Kitapçı, H.,Özşahin, M.(2011).The effects of brand communication and service quality in building brand loyalty through brand trust -The empirical research on global brands.Procedia-Social and Behavioral Sciences,24,1218-1231.