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.
l Rethink about consumption in the post-modern global world.
l Compare and contrast between Strategic Brand Management (SBM) and Cultural Strategy Model (CBM) paradigms.
l Apply the frameworks discussed in the course to revitalize existing brands, or create new brands.
l Create iconic brands that are relevant to the consumption context in the moment.
l Understand cultural identity and the ethics of identity.
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
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
Assistant Professor of Marketing, Institute of Creative Industries Design, College of Planning and Design, National Cheng Kung University
Branding Strategy, Cross-Cultural Consumer Behavior Marketing Research
第1周:In Introduction to Cultural Branding
第2周:Brands as Cultural Forms
第3周:Mega Events and Cultural Branding Innovation
第4周:Brand Architecture and Brand Extension
第5周:Branding Over Time
第6周:Branding Over Geographic Boundary
l Online Discussion : 40%
Basic marketing concept, preliminary microeconomics concept.
l Strategic Brand Management, Building, Measuring, and Managing Brand Equity, 2013, 4th ed., by Kevin Lane Keller.
l How Brands Become Icons, the Principles of Cultural Branding, 2004, by Douglas B. Holt, Harvard Business School Press.
l Cultural Strategy, Using Innovative Ideologies to Build Breakthrough Brands, 2010, by Douglas Holt and Douglas Cameron, Oxford University Press.
l 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.
All teaching material is prohibited from downloading or released for distribution under intellectual property and copy right protection.