Brand-pursuing:

Needed or Wanted?Betty 吳巧愉Sunny 張雨珊Vicky 楊依柔2012/01/02

OutlineA. Introduction

B. Thesis

C. Conclusion

D. References

A. Introduction (I)

I. The concept

1. The origin

• The brick manufacturers

• The shepherds

A. Introduction (II)

3. The definition of the brand

2. In the fashion industry

• In the late 19th century:popular

• In the 20th century:luxurious

II. Motivation

• Make the purchase impulsively

• Be controlled by the brands

A. Introduction (III)

B. ThesisI. Method

• Questionnaire

• Participants:

256 students in HHVS

II. Results&Discussions

Results & Discussions

RQ1： Why do the teenagers want to pursue the brands?

RQ2： Do they really need these products after buying them?

RQ3： What are the consequences if the teenagers blindly pursue the brands?

RQ1(I)Why do the teenagers want to

pursue the brands?

0%

10%

20%

30%

40%

50%

60% 54%

30%

8% 8%

Trend-following

Peers

endorser

Mass media

Figure 1

RQ1(II):Discussions

1. Following the trend

2. Peers’ influence

3. Massive media

4. Endorser in ads

RQ2(I)Do they really need these products after buying them?

NO64%

Yes36%

Figure 2

RQ2(II):Discussions

can’t meet their expectations

→media affecting their opinion

→the false concept

RQ3(I)What are the consequences if the

teenagers blindly pursue the brands?

1. Having economic burden

2. Developing false values

3. Losing their self-identification

RQ3(II):Discussions

1. Having economic burden

is much more important

make money

buy the products of the brand

3.Losing their self-identification:

to receive more recognition and respect among their peers

2. Developing false values:

being eager to satisfy personal desire

RQ3(III):Discussions

C. Conclusion (I)I.Cause : Environmental

influence• Peers • Media

II. Results• Lack the ability of the money−managing

• Imitate the trend to receive recognition and respect

• Have false values and lose self-identification

C. Conclusion (II)

D. References (I)• 邱碧玲 (譯 )(2012)。品牌，就是戒不掉！。台灣：遠流出版社。

• 孫德萍 (譯 ) (2010)。顧客永遠是對的： B2B品牌管理勝經。台灣：寶鼎出版社。

•   吳正治 (2007)。我的第一本家庭帳簿。台灣：台灣廣夏出版社。

•   曾秀玲、莊明穎 /攝影 (2006)。手工自創品牌。台灣：積木出版社。

D. References (II)•   探討青少年追求名牌的原因及影響，並提出解決問題的方法 (2010年 12月 14號 )。梁冠良、羅煒泉。取自： http://4a-gp14plkcwc.blogspot.tw/2010/12/%E6%8E%A2%E8%A8%8E%E9%9D%92%E5%B0%91%E5%B9%B4%E8%BF%BD%E6%B1%82%E5%90%8D%E7%89%8C%E7%9A%84%E5%8E%9F%E5%9B%A0%E5%8F%8A%E5%BD%B1%E9%9F%BF%E4%B8%A6%E6%8F%90%E5%87%BA%E8%A7%A3%E6%B1%BA%E5%95%8F%E9%A1%8C%E7%9A%84%E6%96%B9%E6%B3%95.html

•   青少年 21世紀的消費主體  (2000年 5月 4號 )。《中國經濟時報》。 2012年 11月 11日，取自： http://www.people.com.cn/BIG5/channel3/21/20000504/55962.html

•  Wikipedia. Brand. Retrieved November 8, 2012, from http://en.wikipedia.org/wiki/Brand

~Thank you for

your listening~