跳到主要內容區
逢甲大學logo
    :::
    • Home
    • SiteMap
    • 正體中文
    • 日本語
    • Students
    • Faculty and Staff
    • Alumni
  • About FCU往下展開
    • Brief Introduction
    • Historical Facts
    • FCU at a Glance
    • Virtual Tour
    • Campus & Transportation Maps
    • Administrative Units
  • Admissions往下展開
    • Undergraduate Admission
    • Graduate Admission
    • Chinese Language Program
    • English Programs
    • Overseas Youth Vocational Training School
    • New Students
  • Academics往下展開
    • Center for General Education
    • College of Business
    • College of Construction and Development
    • College of Engineering and Science
    • College of Finance
    • College of Humanities and Social Sciences
    • College of Information and Electrical Engineering
    • International School of Technology and Management
    • Pre-major Program for International Freshman Students
    • School of Architecture
    • School of Management Development
    • iSchool
  • Research往下展開
    • Research Intro
    • Research Centers
    • Business Incubation Center
  • Residential Life往下展開
    • Life in Taiwan
    • Life in Taichung
    • Life in Feng Chia Community
    • Life on Campus
      • Students
      • Faculty and Staff
      • Alumni
      • Home
      • SiteMap
      • 正體中文
      • 日本語
:::

 

 

IEET 

AACSB ACCREDITED


APPLY NOW

admission@fcu.edu.tw
+886-4-24517250 ext.2183

 INTERNATIONAL STUDENTS SERVICES

Ms. Miya Yang  
+886-4-24517250 ext. 2498
Mon. to Fri.  09:00-12:00, 13:30-17:00
iso@fcu.edu.tw
:::
    You are here: :
  1. Home
  2. FEATURED NEWS
  • Go Back

FEATURED NEWS

Developing brands is simple!

Share To:
FacebookTwitterplurk

T. H. Peng, CEO of !mpresso Network as well as Director of Board of Trustees of FCU, was invited in the summer to give a speech in Feng Chia University and the topic is Developing Brands is Simple. Mr. T. H. Peng used to be the Chief Executive Officer of Grey Greater China at Grey Global Group Inc. and McCann World Group Greater China at McCann World Group. 

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.” 

Dr. Peng first explained to us the difference between products and brands. He argued that brands need to be recognized in a sensible manner rather than in a logical manner. That is to say, successful brands make consumers recognize them by instinct. He said, “The most critical thing to develop the brand is to make it simple. Many people know it; it is just that they do not want to do it.” 

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. 

Finally, Mr. Peng emphasized the value of the selling idea and put it this way: a simple, unexpected, concrete, persuasive and sensible story will be a great selling point for the brand and the story can be just one sentence or one word from which more stories and creativity can be inspired. For example, the selling point of Coca Cola is Open Happiness and this phrase has brought forward much more ideas for advertisement.Developing brands is simple
 
. 

 

 

    • Top
    • Go Back
    • lp.xsl:flp_RWD,cp.xsl:
    Web Priority A Plus Accessibility Approval,opened with new window.
    Valid XHTML 1.0 Transitional
     

    Copyright © Feng Chia University ALL RIGHTS RESERVED
    No. 100, Wenhwa Rd., Seatwen, Taichung, Taiwan 40724, R.O.C.
    webadmin@fcu.edu.tw | Privacy Policy

    Visitors3985346
    Updated2021-01-16