More than 100 faculty and staff took part in the speech. President Dr. Bing-Jean Lee said in the opening ceremony, “T. H. Peng is the godfather of the advertising industry in the Greater China region and it is really our honor to have him share his experiences with us here in Feng Chia University.”
Mr. Peng then introduced Brand Equity Model and stated that, for Feng Chia University as a brand, we need to conceive it from the perspectives of resonance, feelings, unique characteristics, and the brand identity. Mr. Peng elaborated that the most important thing in developing brands is to point out the reason why the brand exists. In other words, consumers must understand why they need a certain product or service. In this regard, the best way is to meet consumers’ needs for self-actualization via the brand. He took Harley motorbikes for example. It is advertised that Harley can make consumers realize their dream to pursue freedom and to experience the authentic American motorbikes. In addition, its unique characteristics consist of its engine, handcraft, and heritage while its logo, sound of the engine, and the design of the motorbikes are all identified assets.
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