Branding Strategy:Using Culture as a Source of Innovation (Part I)
Teacher: 高如妃
2018/12/03 ~ 2018/12/31
6Hours/6Weeks (Course is Time End)


Innovation has been the driving force for economic growth. Over the past decades, there has been a growing interest in developing a socio-cultural model for innovation. This course introduces you how to use culture as a source of innovation in branding. This course adopts an interdisciplinary approach to integrate thoughts from art, culture, consumption, marketing, economics, sociology, anthropology into building brand equity. This course provides framework to understand how brands can take part in cultural innovation, contribute to society welfare, and still maintain a sustainable business model.

Course Objective

  • Rethink about consumption in the post-modern global world.
  • Compare and contrast between Strategic Brand Management (SBM) and Cultural Strategy Model (CBM) paradigms.
  • Apply the frameworks discussed in the course to revitalize existing brands, or create new brands.
  • Create iconic brands that are relevant to the consumption context in the moment.
  • Understand cultural identity and the ethics of identity.


  • 高如妃 Kao, Faye J. 
  • Education:

    Ph.D. in Business (Specialized in Marketing), City University of New York, Baruch College, New York City, USA

    MBA, University of Illinois, Urbana-Champaign, Illinois, USA

    B.S. in Zoology, National Taiwan University, Taiwan

  • Work experiences:

    Institute of Creative Industries Design, National Cheng Kung University (current)

    Institute of International Management, National Cheng Kung University

    Eastern Michigan University, Ypsilanti, Michigan, USA

    University of Wisconsin, Eau Claire, Wisconsin, USA

  • Current Position:

    Assistant Professor of Marketing, Institute of Creative Industries Design, College of Planning and Design, National Cheng Kung University

  • Specialized Areas:

    Branding Strategy, 
    Cross-Cultural Consumer Behavior
    Marketing Research

Course Schedule

第1週:From Marketing Ideology to Branding Ideology: A Context-Dependent PerspectiveFrom Marketing Ideology to Branding Ideology: A Context-Dependent Perspective

第2週:Brand Positioning and Targeting

第3週:Brand Resonance Model and Brand Value Chain

第4週:Cultural Authenticity and Branding

第5週:Integrated Marketing Communication & Retailing

第6週:Pricing Strategy

Grading Policy

  • 本課程不核發線上通過證明。

Passing Criteria

Course Passing Grade:60 Full Score 100 point



Course Suggest

  • Strategic Brand Management, Building, Measuring, and Managing Brand Equity, 2013, 4th ed., by Kevin Lane Keller.
  • How Brands Become Icons, the Principles of Cultural Branding, 2004, by Douglas B. Holt, Harvard Business School Press.
  • Cultural Strategy, Using Innovative Ideologies to Build Breakthrough Brands, 2010, by Douglas Holt and Douglas Cameron, Oxford University Press.
  • The Experience Economy: Work is Theatre and Every Business a Stage, 1999, by Joseph Pine II and James H. Gilmore, Harvard Business Press.
  • Authenticity, What Consumers Really Want, 2007, by James H. Gilmore, and B. Joseph Pine II, Harvard Business Review Press.

Course Q&A

All teaching material is prohibited from downloading or released for distribution under intellectual property and copy right protection.