| 英文摘要 |
This study explores brand development and performance in small- and mediumsized 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. |
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