Stay Firm – Step Forward – Brand Image Construct from Inside Out

Since 2011 ConVida Healthcare & Systems has been engaged in mergers and acquisitions on LED optical process development company and single-point poly-crystalline high-power LED assembly factory. Through mergers and acquisitions, the layout of LED supply chain and key technology could be accomplished to carry out the corporate infrastructure on three core business of medical lighting and industry lighting as well as general lighting. In contact with the medical industry, ConVida could forecast that future medical surgery procedure will be aiming at the 「real-time video recording and storage」. The detailed recording could keep all the medical records visualize and digitize and store real-time; under the circumstance, any artificial errors can significantly reduced for such traditional archive process. Based upon the trend, ConVida will launch a great deal of LED medical lighting products and visual recording and real-time data storage integration system to meet such diverse requests as hospital operating room, intensive care unit, general wards, examination rooms, and so on. By means of the product features over the complete system and integration, ConVida could serve as one of the important global medical equipment suppliers.

To demonstrate the unique characteristics of the brand, the enterprise not only needs sound intrinsic quality but also requires a complete brand identity system to communicate among global market.
For those trademarks, websites, catalogs, interface, propaganda and so on, any contact may reach out for conveying enterprise spirit and characteristics – What is the whole ConVida corporate image over a complete integration? What is the core value that ConVida can provide with? What is the crucial difference between ConVida and other competitive products? YDC could provide ConVida with a total solution of complete brand system, which may clarify those key issues and also meet the global market demand through the universal visual language and ultimately reach such truly effective dissemination of brand value.

YDC helps ConVida clarify its vision and position to summarize the nine core values of the brand which could give a thorough comprehension of the industrial drive and orientation toward future enterprise development through the interactive session and work camp. After such brand communication consultation, all the partners are able to gain even in-depth cognition of brand vision and message communication, and further win much higher recognition toward the brand of ConVida with fullest faith and trust. After the completion of the above work, we would sum up the characteristics of the brand and communication messages into visual elements. Furthermore, extract two symbols 「light」 and 「information transmission」 from visual associated elements in order to constitute a concept body of ConVida trademark design. Finally, aim this trademark to be longitude and latitude, and then stretch out the complete manual of visual identity (VI) in comprehensive and evidence-based way to conduct the design work of brand system.

Brand message communication, generally speaking, could be a broad-based effort of reinforcement and advertisement to target the customers of the corporate brand. Broadly speaking, however, in the meanwhile the enterprise would also conduct the discussion and integration within the corporate through internal communication and exchange toward the brand message. Followed by internal concept establishment together with concept integration, the corporate can build the fullest trust and drive to win over the consumers through the message communication. YDC expects to provide all partners with not only just looking good visual signs but more importantly the brand power to bring about favorable corporate brand value.

 

堅定理念　穩定邁步　由內而外的品牌形象建構

2011年，康源工業(ConVida Systems Inc.)陸續併購LED光學製程開發公司，以及擁有單點多晶高功率LED元件封裝廠。透過併購案，完成在LED供應鏈及關鍵技術的佈局，實現康源在醫療照明、工業照明及一般照明三大核心業務的企業建構。康源在接觸醫療業界的過程中預視到，未來的醫療施術過程將朝著「即時影像記錄與儲存」的方向來發展。透過詳實的過程記錄，使所有的病歷資料影像化、數位化，並即時地儲存。在這個過程中，能大量減少在傳統的整理歸檔作業中發生人工失誤的機會。以此趨勢為依據，康源將陸續推出多項結合LED醫療照明、視訊記錄，與即時資料儲存的整合系統，符合醫院手術房、加護病房、普通病房、診察室....等不同的使用需求。並希望憑藉系統化、整合化的產品特色，達到晉身成為全球重要醫療器材供應商的目的。

而為了能夠展示品牌的獨有特色，除了要健全企業自身的體質之外更需要一套能與全球市場進行溝通的品牌識別系統。舉凡商標、網站、型錄、操作介面、各式文宣...等等，在任何企業向外接觸點中，都能詳盡且一致地傳達出企業的精神與特色：完成整合佈局的康源所需要的健全企業形象是甚麼？康源品牌能夠提供給所有服務對象的核心價值為何？以及康源品牌產品與其他競爭品牌產品的關鍵性區別是甚麼？梳理出這些關鍵問題的方向、以符合全球市場需求的通用性視覺語言來呈現，最終達成真正有效的品牌價值傳播功能，是YDC為康源建構整套品牌識別系統的基礎核心。

YDC幫助康源釐清自身的願景、定位，總結出九項品牌的核心價值。透過互動會議、工作營的方式，全面地瞭解康源工業的發展主力及未來企業的發展方向。經過這樣的品牌溝通輔導，使得全體工作夥伴能夠對於康源的品牌願景及品牌溝通訊息的發展有更深入一層的瞭解，並對康源的品牌有更高度的認同及一致的信念。當完成了上述的工作之後，我們才會根據歸納出的品牌特色與溝通訊息，轉化為視覺性的要素；再在視覺性的聯想要素中提取出「光源」與「資訊傳輸」兩項符號做發想，構成康源商標設計的概念主體；最後再以此商標為經緯，延伸出康源公司完整的視覺識別(VI)規則手冊；全面地、有依據地進行品牌系統的設計工作。
 

品牌訊息溝通較為人熟知的一面，是一種向企業品牌的消費者進行強調與宣傳的「外展式」工作。但是廣義地來說，在企業內部為了制定出一致的觀念與方向而進行的討論、磨合與整理，同時也是在對企業內部進行品牌訊息的溝通與交流。惟有先在內部進行概念的確立與思想統合的工作，才能在與客戶、消費者們進行訊息溝通時擁有堅定的信念和充足的能量。YDC希望提供給所有合作夥伴的，絕不只是「好看的視覺標誌」。更重要的，是真正能夠帶來支持與助益的品牌力量，為公司企業造就出有利的品牌價值。


 

Chinese people drink tea since ancient times. In the Ch'a Ching written by Lu Yu in Tang Dynasty, there is a remark "using tea as a drink started at a man named Shen Nong Shi,and it has been popular since the Luzhougong era, that describes tea has been a daily drink as early as the Xian Qin period. In China, the common people drink tea; the blue-collar workers drink tea; literati drink tea; generals and ministers of state and throne drink tea – tea has been regarded as a daily drink widely popular among all social stratum which becomes part of the Chinese culture. With the interaction between countries, tea has become a worldwide drink that has expanded from such Eastern countries as Japan, Korea, Mongolia, Tibet, to the Western bound such as Central Asia, Europe, and Americas, widely accepted by people from all over the world no matter where they are from different cultural background and habit. But in the meantime, due to a variety of cultural interaction, tea drink might lose the majority of the original through adaptation of transformation. It would be a pity that the most attractive connotation of the Chinese tea culture can not be completely retained.

Although Pinchajii is an Australian brand of tea, it reflects such unique emotion in the Chinese tea culture as well as spiritual experience during a period of tea breed and plant, brewing tea, and tea taste. Pinchajii expects to find the most representative in line with the cultural identity of the Oriental tea products that can promote and introduce such culture to foreign patrons.

Oriental tea culture rooted in China. Since the advent of Ch'a Ching  (The Classic of Tea) written by Chinese writer Lu Yu, the development of the Chinese tea would not have had too much recession. In the course of evolution, such ancient scholars as the literati class of high praise might play a determinative effect. As a result, the tea culture in the East as a whole has been dramatically influenced by the Confucian ideology.
Zhōng yōng (The Doctrine of the Mean) is a doctrine of Confucianism and also explores its meaning as well as how to apply it to one's life; the guiding principle is that one should never act in excess. The Doctrine of the Mean represents moderation, rectitude, objectivity, sincerity, honesty and propriety.
Performance in the tea etiquette would feature respecting the senior, maintaining balance, keeping harmony, holding in moderation, throughout people-to-people communication.

Taiwan tea not only has excellent tradition and development in the cultivation of tea and processing technology so that Taiwan tea can become the world’s best-known tea location with several kinds of high quality tea production. Behind refined tea development; meanwhile, a cooling tea drink style with seasonings has been created that makes tea culture popular among the folks. In addition, Taiwan tea conveys such kind of "affections" inside tea culture. Through making tea around the table and enjoying tea taste, tea folks become even closer in a familiar way. With such features as human kindness, noble flavor with reasonable price, common but popular taste, all Confucian spirit of "China Tea" can be applied to the daily practice. The guiding principle 'unwobbling pivot' or 'chung yung' is that one should never act in excess and must follow the mean on a path of duty; even common men and women can carry the mean into their practices, as long as they do not exceed their natural order. It is the main reason that Pinchajii would show so much favor to Taiwan tea.

YDC helps Pinchajii plan the visual communication strategy that would focus on how to highlight the characteristics of Taiwan tea among the Oriental tea. On one hand, do not want to go for too trendy design style; on the other hand, be cautious about silence fine Japanese tea ceremony aesthetics. It should be the core of the whole communication strategy to hold moderate balance between high profile and low limit.
 

We utilize the "Pin" word from Pinchajii to combine with the Chinese lattice design and integrate the English standard word "Pinchajii" into the shape of the Ming Chinese character, which can show plain but change some and posses decorative beauty without unduly complicated Eastern aesthetic style. In the packaging design, we only use the minimum of printing and color identity and uniform application of eco-friendly recycled paper cards for the material. In addition to show gratitude and bliss out of the spirit of environmental protection, we also use specific primary color texture of paper material to represent moderation, courtesy , aesthetic perception of deep simply and clear real characteristics.

"Do not modify but manifest the unsophisticated spirit of tea", this is what YDC wants to emphasize to convince consumers of the core value of Pinchajii.

Brand planning is a comprehensive and sophisticated process which goes through a variety of adjustments to achieve the objectives in line with the spirit of the brand. Through cumulative process to reinforce and release brand communication message over the market, it is the key to enable consumers to gain the brand identity. For Pinchajii, YDC hopes to promote Taiwan tea of characteristics, attitudes, habits, and so on, to achieve the cultural identity of the foreign consumers, which can guide the value judge rule of consumers toward the satisfactory of psychological needs that effectively releases the energy of the brand.
 

中國人自古喝茶。在唐代陸羽所著的茶經一書中，記有「茶之為飲，發乎神農氏，聞於魯周公。」之敘述。說明早在先秦時期，茶就已經是一種日常的飲品。在中國，黎民百姓喝茶、販夫走子喝茶、文人墨客喝茶、將相君王喝茶....茶作為一種日常飲品，廣泛普及在所有的階層之中，成為了中國文化中密不可分的一部份。而隨著國家之間的交流互動，從日、韓、蒙、藏....等東方國家開始，到中亞、歐陸、美洲....等西方各地，茶飲已經成為一種世界性的飲品，廣泛地被不同文化背景與習慣的異國人民給接受。但在此同時，也因為受到了各種不同的文化沖刷，使得茶飲在適應轉變之中失去了絕大部分的原貌。中國茶文化最吸引人的內涵，也很可惜地無法被完整保留下來。

品茶集(Pinchajii)雖然身為澳大利亞的茶葉品牌，但對於中國品茶文化有著獨特的情感。從茶葉的品種、栽種、沖茶的方式到品茶時的精神體驗....無不斟酌講究。品茶集希望能找到最符合東方茶文化特徵的茗品，將這種文化向國外的茶客們進行推廣、介紹。

東方的茶文化源於中國。自陸羽《茶經》問世以來，中國茶品的發展就不曾有過太多的衰退。在中國茶文化的發展流行上，古代的讀書人，也就是士大夫階級的歌頌、推崇發揮了決定性的影響作用。也因此，在整個東方的茶文化裡，受到儒家思想薰陶的痕跡隨處可見。儒家講究「中庸」的理念思想，也就是「和」的精神：辭讓、平常、親民，不偏不倚、無過與不及的態度。表現在茶儀的行令中，便呈現出敬長、均衡、調和濃淡、規律節制，並且可雅可俗、遍及民間的特色。

台灣茶不但在茶葉的栽培與製茶工藝的技術上都有相當良好的傳統與發展，而能成為擁有數種高品質的世界性茗品的知名茶產地。同時也在發展精緻茶品之餘，開發出冷飲式的調味茶路線，使得茶文化同樣在民間普及。除此之外，台灣茶更是一種「情感」的茶文化。藉由圍坐泡茶、品茶分享，讓喝茶的人們更加熟悉親近，縮短彼此的距離。這種以人情淳厚、高貴不貴、平實親民，符合「中庸太和」、「道及倫常日用，工商稼耕之中」等儒家精神的「民茶」風格，也是品茶集青睞於台灣茶的最主要原因。

YDC在幫助品茶集進行視覺溝通策略的規劃時，便著重於如何在東方茶之中突顯出屬於台灣茶的特質。一方面不希望走向太過時髦張揚的簡麗設計風格；另一方面也要避免進入侘寂精約的日式茶道美學。掌握高調與低限之間的平衡，將會是整個溝通策略的核心。

我們將品茶集的「品」字結合中國窗花設計、並在英文標準字「Pinchajii」中融入明體漢字的筆法造型，經營出平實卻有變化、有裝飾性美感卻不過份繁複的東方式美學風格。在包裝設計上，僅使用最低限度的印刷與色彩識別，並統一採用環保的再生紙卡為素材。除了表現惜福愛物的環保精神之外，同時更是藉由紙材特有的原色質感來表現出中庸、內斂、具有深簡清實特色的美感。「不假修飾，反而更能彰顯樸意的茶精神」，是YDC希望向消費者強調的，品茶集商品的核心價值。

品牌規劃是一個全面而細緻的過程，通過各種調整來達到與品牌精神契合的目標，透過持續地向市場進行強調、累積，明確地釋放品牌溝通訊息，進而使消費者獲得品牌的認同感。在品茶集之中，YDC希望藉由宣傳台灣茶飲的特色、態度、習慣....的方式，取得國外消費者在文化上的認同、將消費者的價值判斷準則導向為心理需求的滿足，有效地散發出品牌效應的能量。

確立優勢 順風飛展 新興品牌的核心價值與視覺規畫成形

自 1980 年代起推行改革開放政策以來，中國便快速地從文革時期的困境中一步步地出走，演變成今日工商業繁榮發達的盛況，並持續朝全球化的過程邁進。近年來，中國政府十分積極地在舉辦並參與各項世界性的活動，以向世界宣示中國的良好發展。其中對於在全世界普遍盛行卻未在中國被開發的項目，更特別地受到中國政府的關注。

The brand path through industry and new thinking and storage logistics equipment and home taste

Without a complete long-run development blueprint, Taiwan traditional industry has prevailed short-term and mid-term business planning only by “candid” Taiwan spirit among the wave of trend. In accord with generation change, cross-field alliance development highlights individual industry of business management which a great deal of enterprises would take the secondary market development into account. During cross-field process, however, it is not so hard to find the fact that several enterprises are prone to count on private network and less strategic business alliance as cross industry development; as a result, some might achieve but some could decline. No matter what a turning point it is, the more the enterprises have in hand, the more the business show the power, to sustain the customers’ trust of the secondary market.

Cheng-He International Co., Ltd. started production angle-steel rack in 1965, with over forty years experience in manufacturing. In addition to gradually reduced global materials, Taiwan Institute of Economic Research shows the latest warning that storage logistics has been impaired; Cheng-He International is striving to cross-field alliance, under such situation, its brand management would build the brand new product market compatibility that provides the vital consideration to prospective business development.

In 2011, Cheng-He International promoted the personal mouth watch Dental Essence - Dent Amazing. Without related industry experience and marketing background, the primary challenge could be the brand new product. YDC provides this brand planning which can focus rethinking the brand innovation to identify main business of the industry and the unfavorable association with the new product.

First of all, YDC helps Dental Essence - Dent Amazing to highlight the brand position as health and beauty and peace of mind which can target personal clean and mouth care as key market and spotlight product characteristic (the brand thinking of mouth care) as well as the association with prospective trend (more elaborate home care). As to the brand design, YDC utilizes morning dew as the main vision to present the liquid state of dental essence without hurting enamel. The color scheme would stress on the cyan shade to show the spring inside the morning dew as well as the essence of the rain forest, which may transmit the brand perspective of pure nature and close to life. In order to less customer’s doubt to new product, on the other hand, transparency becomes the key target from brand vision to package design which Dental Essence - Dent Amazing appears. Under the premise to reinforce customer’s trust in product, the market can accept the state that dental essence replaces general dental clean. Furthermore, clean and care product can win the identification of profession and multifunctional purpose. Meanwhile, Dental Essence - Dent Amazing can put dependence on the same type of product.
 

跨產業 新思維 倉儲設備到居家品味的不思議品牌之路

台灣傳統產業，普遍存在著只有中短期開業規劃，而未有長期、完善鮮明的發展藍圖之現象，僅憑著"踏實、認份"的台灣精神，置身於景氣大潮的波動之中。因應世代變遷，針對個別產業為求經營生路，跨領域的結盟發展，不啻是許多企業預想以開發第二市場為目的的拓展項目之一，然而在跨域過程中，不難發現部分企業容易依恃企業主的個人人脈與策略性較低的商業結盟，作為企業跨領域發展的策略方針，這其中有因之成就另一番事業的，亦有黯然沒落的，而不論結盟契機為何，企業對於品牌再創的掌握度與敏感度越高，越能再次展現企業活力，締結第二市場的顧客信賴度。
 
長和國際，成立於1965年，是台灣老牌的倉儲料架製造公司，近四十年的製造經驗，在面對全球原物料日趨緊縮，加上台灣經濟研究院新一波景氣燈號警示︰倉儲物流正處於「轉壞，未來半年維持持平之產業」的景況下，長和國際選擇跨域合作，嘗試以品牌經營理念建立全新商品的市場適應性，作為企業未來發展的首要考慮。

而在主營倉儲設備的背景下，長和國際跨產業於2011年推出個人清潔用品—「固得美」護牙精華露，首當其衝要克服的是全新商品，無相關產業經驗與行銷背景的發展瓶頸。YDC此次品牌規畫的重點，便在於回歸品牌創立的思考，以區隔主力事業因產業類別的截然不同，為新商品帶來的不利聯想。

首步，YDC協助「固得美」護牙精華露將品牌定位在健康、美觀與安心，以重視個人清潔與口腔保健之客群為主要市場，同時為突顯商品特性(口腔保健的嶄新方式)與未來趨勢之間的聯結(愈趨精緻化的居家保健生活)，在品牌設計上，以晨露的造型作為主視覺，呈現護牙精華露液態、無傷琺瑯質的特性，色彩計畫方面，則以在晨露中蘊含水泉與雨林精華的藍綠色為主，著重傳達商品純天然與親近生活的品牌感知。另一方面，為了減少新商品在顧客使用心理上的疑慮，從品牌視覺乃至包裝設計，均以「透明度」為主要訴求，將「固得美」護牙精華露的淳透表露在外，在增強顧客對商品安心信任的前提下，讓市場逐漸接受以護牙精華露取代一般潔牙牙膏的清潔方式，進而對商品清潔保健之專業與其多功能性產生認同，也鞏固「固得美」護牙精華露在同類型商品中的品牌信賴度。
 

Spark and confidence to activate the second life of the brand

In the aftermath of Taiwan "plasticizer", the whole brand image of processed food and health food industries has caused a heavy hit that a great deal of store owners could not but sacrifice long-term brand reputation due to negative profit-making involvement. Relatively, several enterprisers have been striving for positive business development to sustain the brand credibility. As a matter of fact, plenty of entrepreneurs out of the black list would stick to their professional principals to guard the health guarantee for their customers; however, a link between business principals and brand concept would not be established timely so that such important safety authorization could not pass down to the consumers. YogurtPower, one of the brands under such construction to link customers with brand concept, would feature botanic probiotics and stick to the principals of natural extract.

YogurtPower derives from General Life Biotechnology (GLB) that brand position has been swinging for a long while. The spinoff represents the brand of botanic probiotics (focus on biosensor product). YogurtPower could not really integrate the core value into the initial brand; moreover, the brand could sustain the brand management among the time of strategic management transformation. In 2011, GLB would like to restructure the brand management. In addition to the key products, GLB would focus on biological and gene engineering technology which features the R&D of health food and clinical immunodiagnostic kits as well as original biosensor application on clinical trial, environmental protection, national defense, animal, agriculture, gene engineering, with an attempt to strengthening the relationship of industrial upstream, midstream, downstream. Through the brand diagnosis, YDC can provide the total solution to revive the brand of YogurtPower that may meet the goals of meet environmental protection and sustainable development.

For the value creation, YDC could feature YogurtPower as such brand image as health, self-treatment, LOHAS, love, joy, flourish, and smile; furthermore, the deep inside brand spirit may stretch out the brand new visual interpretation. For the two dimensions of value position and value transmission, YDC would interpret and transmit such determination that customers may gain the guarantee of health food, with an attempt to the premium slogan 「YogurtPower」 as 「Yogurtpower Your Power」 denoting concision, confidence, and without doubt. Meanwhile, YDC could utilize aqua, pure, and vivid color touching the brand value transmission that may apply to trademark design, product packing,, catalogue, and so on; all features stand out botanic botanic probiotics as aqua pura, easy-to-digest, and burden-free.

Through the brand integration, YogurtPower can give a complete outline of the core value to activate the Lifestyles of Health and Sustainability, to return to the market in accord with network promotion that can reinforce the brand image and cultivate loyal customers, which has been successful ongoing to pave the way for business development and expansion.

活力、自信 啟動品牌第二生命

2011年台灣塑化劑風波數隔數月仍餘波盪漾，影響甚廣，對於加工食品、保健食品的集體商譽無疑是一次重創，風暴中，不少商家因為蠅頭小利犧牲了長年經營的品牌信譽，同樣的，也有商家再次以長年來的經營堅持，鞏固品牌基業。然而，在市場上更多的是不在塑化名單中的商家，擁有良好的質素，默默為消費者的健康把關，卻因無法適時將其經營方針與品牌理念產生連結，所獲諸多安全認證均宛如白紙般無法將最重要的資訊傳遞予消費者，建立信任關係。其中以植物益生菌為主要商品，堅持純天然原料萃取的「優酪寶」即屬於消費者與品牌連結尚待建立的品牌之一。

系出「勤立生物科技」的「優酪寶」品牌，長期以來其品牌定位在模糊與不確定間擺盪，作為出產公司副營商品－植物益生菌的品牌(勤立生物科技主營生物感測性商品)，「優酪寶」不僅無法在原有脈絡中整合品牌核心價值，期間更因公司策略性經營的轉轍，該品牌經營斷續且缺乏一致性。2011年，重新重視自有品牌經營的勤立生物科技，在主營商品之外，開始將微生物與基因工程技術，即發展健康食品與臨床免疫檢驗試劑的研發領域，與原有開發生物感測器產品應用於臨床、環保、國防、動物用、農業用、基因檢測之研發領域並置，強化上、中、下游的產業鏈，因而委託YDC透過品牌健診復甦「優酪寶」的第二生命，以因應著重身體環保的未來趨勢拓展企業經營的永續性。

品牌復甦的過程中，YDC透過「了解使用者需求與訴求」重新標定出「優酪寶」涵有健康、自癒力、優活、愛上自己、開心、繽紛與笑容等關鍵詞的品牌座標，進而向內深化出品牌精神，並向外延伸出全新的品牌視覺意象。也因此在價值定位與價值傳遞兩個面向上，YDC以展現十足的活力與自信，再次詮釋/傳遞保健食品「必需」向顧客拍胸脯掛保證的決心，創造出簡潔、自信、毫無疑虞的「Yogurtpower Your Power」作為「優酪寶」絕佳的品牌標語。同時，YDC選以具水感、純粹、鮮活的色彩與筆觸作為品牌價值傳遞的元素，應用在商標設計、產品包裝、型錄等，以表現出植物性益生菌親水性、易消化、無負擔的特色。

透過品牌整合，完整傳遞出「啟動悠活自在人生」核心價值的「優酪寶」，迅速重回市場之中，配合網絡經營販售，已逐漸累積忠實客戶與強化消費者對產品的再次認識，可說已成功的為企業拓展通路及開發經營領域再下一城。

In Taiwan it has nearly become the hit in the marketing to go through the brand management pattern from ODM and OEM to OBM (Own Branding & Manufacturing, OBM). Indeed, not only Acer and Giant but HTC may spotlight its global brand of smart phone which can reveal the success to transform Taiwan traditional pattern into own brand management; however, as far as OBM is concerned, it would be lost in the myth of brand management without industry analysis as well as marketing strategy. Even if it starts with own brand regardless of prevailing strengths, the brand position will swing in the marketing strategy which effects the following guideline.


Hsuan Hau Enterprise was established in 1996; the business content includes two main parts: first, hardware aluminum tube product, tire repair glue manufacturing, processing, import and export; second, glue production and OEM deploy domestic exclusive automatic process from tube manufacture to finished products. Facing such negative factors as low price and sever competition of the China market, Hsuan Hau Enterprise must establish its own brand to strengthen customer exploring and competitive advantage. Without complete integration and keen perception, however, the brand planning could not be fully realized.


Hsuan Hau Enterprise has created its own brand 「Kuan-Yo」 that mainly targets such multi-purpose products as various glue production and adhesive which would depend on channel and agent to enter the market in the beginning that market segmentation could not be identified and customer identification may be mixed up. YDC has offered the total solution for Kuan-Yo to start with the core of brand thinking and further go through the process as external competitive position analysis and brand self-identity model and liquidation value and even inner search for sign of affection to represent the brand. All of the parts can be set up as the infrastructure of the brand strategy, which may think out of the box to surpass the pragmatic-oriental thinking model, so as to establish own brand emerging from sensational symbol that can work the function to modulate the brand management thinking.  


Through clear market segmentation, Kuan-Yo has been getting more attention on the product – glue and adhesive - which was less involved in leisure and group activities; furthermore, the positive brand spirit can be shown in the manners - hand in hand, communication, linkage, team work, trust, strength, champion – which may present the power of the brand slogan as 「Unite the most fidelity of power around the world」 In addition, it plays a vital role in brand name for Hsuan Hau Enterprise to spotlight the strength in global channel. Kuan-Yo was named as original pronunciation but it would lack the concept of the brand to target the consumers. Therefore, YDC has provided the solution that remains the Chinese assonance and adopts the German word Krone as the symbol 「krönyo」 in order to sustain the brand spirit of Champion. The prefix 「K」 is considered as visual communication; geometry elements are put in the font to show centripetal force and union. In terms of both Chinese and German pronunciation, meanwhile, the prefix 「K」 can be close that may enhance the brand association and integrate the complete brand recognition which paves the way for brand marketing in the future. The first stage of the brand engineering of Krönyo has been accomplished in August of 2011; the second stage is ready for the brand management.
 

從ODM、OEM走向OBM的品牌經營模式，幾乎是台灣許多代工廠視為行銷坦途的經營神話。的確，從acer、Giant到近年緊隨智慧型手機潮流而大步躍升為國際領導品牌的HTC等，都顯現出台灣企業從傳統代工業轉向經營自有品牌的企圖與成功模式，然而，若將OBM (Own Branding & Manufacturing, OBM) 自有品牌生產概而觀之，忽略其產業分析與整體行銷策略，將會落入品牌經營的迷思中，對既有優勢視而不清，捨本逐末，即便率先創立自有品牌，也往往在代工與品牌、通路與消費者的定位上搖擺不定，以致市場定位混淆，影響後續行銷方針。


成立於1996年的炫豪企業有限公司，其營業項目主要分為兩大項目：一、五金鋁質軟管製品、補胎膠製造、加工、買賣與進出口業務，二、膠水製造與代工從軟管製造到成品生產，採用全台獨家自動化生產設備。擁有精良技術、自營工廠設備且代工全球的炫豪企業，面對中國市場的低價威脅與代工搶單等負面因素，建立自有品牌以開拓客源加強企業競爭力是炫豪企業率先著手的因應對策，然而在缺乏整合規劃與認知不清的情況下，品牌實力難以展現。


由炫豪企業自營創立的冠佑 (Kuan-Yo) 牌，主營各式膠水與黏合劑膠等多用途產品，初期因仰賴通路與代理商進入市場，卻導致市場區隔不明顯、消費者識別混淆等問題，為解決冠佑牌現有困境，YDC協助從根源導入，釐清品牌思維，分別從外部競爭者定位分析、品牌自我定義模型、價值清算到內部尋找出代表品牌的情感符號…等工程來建立品牌戰略的基本架構，跳脫出代工業者以業主實用需求為導向的思考模式，以創立自有品牌需具有的感性表徵出發，調整品牌經營思維。


由此，冠佑牌的消費受眾乃至市場區隔逐漸明朗，導出商品(膠水、黏合劑膠)在同業市場中較少涉及的休閒娛樂/群體活動一環為市場區隔主軸，並衍生出手牽手、溝通、連結、團隊、可靠、力量與冠軍等正面積極的品牌精神，以展現「連結世界最可靠的力量」品牌標語的力度。此外，為在炫豪企業既有之全球通路上突顯品牌實力，品牌命名的國際化尤為重要，冠佑牌 (Kuan-Yo) 原以讀音方式構成之品牌名，對於消費者來說缺乏品牌之必要意義，於是YDC延續品牌精神自其中抓住冠軍意象，採用德文Krone(皇冠)作為字符，保留中文諧音，而變體為krönyo的品牌名，並以品牌字首「K」作為視覺傳達的主要應用，在字型上加入幾何元素展現向心、團結得勝的象徵意義，同時保留中英文相近讀音「K」加強消費者品牌聯想，藉以統合完整的品牌識別形象，為後續大開品牌行銷之路墊下基石。冠佑 krönyo的品牌工程於2011年8月完成第一階段的變革，並準備好進入品牌經營的第二個階段。

Brand Story: "Wen-Shan Handmade Soaps" – Embracing the Land with Warmth of Craftsmanship

What reminds you of the land? The ears of rice on the fields, the rice bran on the sieves, the ginger
lilies by the mountain creeks or the laurel trees grown around the corner? Though the memories harbored by the respective generations may vary, there is one thing shared by different generations in the present fast-changing and highly urbanized world, that is the nostalgia felt by many who had left their hometowns, voluntarily or involuntarily, and settled down in the concrete matrix. Such a feeling has been echoed by more and more people. The mechanical lifestyle, the capitalist operation which focuses on production values only and the unlimited use of land have ultimately led to the setbacks resulted by the unprecedented climate and disease conditions. Nevertheless, the environmental tests have started to urge consumers to place greater importance on companies' corporate social responsibility and public image. The trend not only encourages corporations to voluntarily establish social contribution schemes and enhance brand images, but also offers an opportunity to many consumption industries. For example, McDonald's, the leading fast food restaurant, has long been criticized for its unclear sources of products and the negative impact of the meals it offers. Responding to the criticisms, McDonaldd's has endeavored to modify its menus, publish nutrition charts and list the supply chain of its ingredients. It has also actively collaborated with social welfare institutions to offer job opportunities, adding more brand values such as health, sustainability and great love to its original brand language of 「fun and tasty food at McDonald's」. Its brand image has been significantly updated accordingly. 

In Taiwan, there are a great number of small- and medium-size enterprises. Some precious local experiences and values have not only inspired many entrepreneurs, but also given them opportunities for further explorations. In the past decade, the sufferings of the land in Taiwan have indirectly encouraged a large group of young entrepreneurs to "return to the hometowns". Bearing in mind the social responsibility of guarding the hometowns, they have endeavored to achieve the goal and maximize the effect through brand image building. In the case of "Wen-Shan Handmade Soaps", YDC has built the brand by transforming the idea that use without burden into an irreplaceable brand responsibility, thus completing the tasks of brand positioning, marketing planning and visual communications.

Handmade soaps are representative of the transformation efforts taken by the Taiwan's traditional industries. Successful brands having a long history are not uncommonly seen on the market. In order to differentiate the brand, YDC first worked with the client to clarify the vision, based on which "Wen-Shan Handmade Soaps" were created. The vision is identified to have placed a great emphasis on the aspects of natural ingredients and traditional craftsmanship. Via brand positioning, the idea that the ingredients, the craftsmanship for production, the quality and the culture of the "Wen-Shan Handmade Soaps" are all originated from Taiwan, the island named Formosa, is greatly strengthened. For CIS design, the pattern and palette of wood often seen in the high mountains of Taiwan are adopted and set against the ink handwritings to convey a warm, rustic charm typical of Taiwanese craftsmen. The theme of warm wood texture is presented in website design, product package and product catalogue with the press of fingerprint pattern signifying commitment.  

Meanwhile, the concept of diversified globalization, which sees the local market as the world market, is adopted for the strategy that the company would launch marketing activities across the greater China region while being firmly rooted in Taiwan. During the process of forming the brand image, YDC had incorporated the elements of product development in the creative industry by combining the characteristics of the handmade soap segment with the principle of using local ingredients to present the unique cultural connotations of a Taiwanese brand. The strategy was greeted with great success. In 2010, 「Wen-Shan Handmade Soaps」, which was newly established in 2009 and still lacked complete marketing channels in China, attracted significant local news coverage with its outstanding brand image while being exhibited in Nanjing. With the media exposure, the number of orders has continued to grow month by month, signifying the success of brand image building.

品牌故事：文山手作皂－以手作的溫度實踐擁抱大地的品牌責任

關於土地的記憶，你會想起什麼?田間的稻穗、籮篩裡的米糠、山澗中的野薑花還是巷口的桂樹…。不同世代的回憶光譜也許不盡相同，但在城市化高速更新的今日，相信唯一相同的將是我們都正離鄉背井，埋身於水泥方陣中而引起的鄉愁。這樣的喟嘆越來越能激起大眾的共鳴，機械式的生活型態、只問產值的資本運作以及對土地無盡的求取，終於在無法預估的氣候災變與異變疫情面前受到挫敗，諸多環境變因反應在消費市場上，反倒讓消費者愈加重視企業主的社會責任與公益形象，自發的建立回饋社會的機制與品牌形象的提升，也成為許多消耗型產業遭受責難的一次轉機，例如速食業龍頭—麥當勞，長期被質疑其產品來源的取得與對人類健康造成負擔等負面新聞，為此麥當勞積極改善其配餐方式，明示營養成分與貨源供應管道，並積極配合社福機構提供就業方案，在「歡樂美味就在麥當勞」的品牌語言漸漸加入以健康、永續、大愛為訴求的品牌價值，大大地扭轉其既有的品牌形象。

而在台灣中小企業林立，一些難能可貴的在地經驗與價值，給了許多創業者一個開創的靈感與發揮的良機。這近十年來，台灣這片土地遭受的磨難，也間接影響許多青年實業家，掀起了一股「返鄉」風潮，以守護家園為初衷的社會責任，直接透過品牌形象的建置、傳達來完成並起到加乘的效果。此次YDC策劃統籌品牌建置的對象—『文山手作皂』即透過品牌規畫將萌生的無負擔使用初念化為無可取代的品牌責任，具體完成品牌定位、行銷規劃與視覺溝通三大區塊。

手工肥皂作為台灣傳統產業的轉型代表，目前市場上並不乏擁有老口碑的成功品牌。不同的是，在進一步協助釐清文山手作皂的創業願景後，YDC首先將該品牌關鍵著眼於強調環境天然與重視傳統手藝的面向上，藉由品牌定位，力圖強化出文山手作皂自原料、手藝、質感、人文皆源於台灣這塊福爾摩沙之島的韻致，以具有台灣高山原木質感的圖紋與色調作為識別系統的基底，襯上帶有墨韻的字形作為識別系統的標準字樣，透過視覺傳達出貼近大地的素樸感，以及台灣手作人特有的溫情，在網站設計、商品包裝與產品型錄上，均一致呈現出具有溫度的原木質感並按壓上象徵承諾的指紋圖樣。

同時作為有志於立足台灣，放眼大中華市場的行銷方式，以在地的就是世界的這樣一種多元全球化的概念，在為文山手作皂建置品牌形象的同時，YDC也融入了發展文創商品的要素，結合手工肥皂的產業特色與取自在地原料的堅持，呈現出台灣品牌特有的人文內涵，此舉透過2010年南京名品展，甫成立(2009年)的文山手作皂在尚未建立穩固內地行銷管道的基礎上便以其突出具代表性的品牌形象獲得當地媒體的主動報導露出，可見一斑，在整體形象的曝光後，文山手作皂的接單率也按月提高，足見其品牌形象建立之成功。

Tong Ho Foods Industrial Co., Ltd has been established for over 40 years. From export of key agricultural products to development of various canned sea food, the company has become the largest supplier of Taiwan processed food that they could provide such products to fit in with local diet preference and meet the market needs at home and abroad and expand the vigor and breadth of the supply chain for processed food. The products could be seen for all Taiwanese breakfast restaurant and hyper market and general merchandise retailer; meanwhile, frozen fish food could target Europe and America, and Tong Ho Foods gained the authorization of HACPP in 1998 which would become the Taiwan pioneer of authorized food suppler in obtaining the HACPP. Furthermore, the factory of fresh food was built in 2003; that is to say, Tong Ho Foods would mainly be original equipment manufacturer of 7-11 chain of convenience store including instant food and frozen microwave food.

The so-called ancient brand Tong Ho Foods could sustain its business due to product research and development and market extension which management would represent Taiwan frozen food industry development may face the market transformation due to the fact that global ocean resources has been less than ever which would be a obstacle to export; under such circumstance, Tong Ho Foods would strive toward processed food of domestic market. Even Tong Ho Foods established the trademark of Homemama in 1984, the business management still must face the challenge which would show the weakness of the brand. Facing enlarging domestic market, it would be a must for Tong Ho Foods to bear a vivid brand that may integrate its products behind the trademark and set up the strategic management.

Considering epoch-making implication of renovation and brand position and distinguishing characteristics of ancient brand, through brand vision planning YDC would revive the contemporary element of the brand 「Homemama」 with further brand integration. 「Homemama」 would be the most important ingredient to family tie, but what could be the most wonderful thing in the family nowadays? How do people think of the ideal mama? Keep the customers into the mind and a top brand must take sensational perception into consideration. The products can show contemporary sentiment that may catch the consumption attention.

First of all YDC would keep the young image of modern mama rather than the hard-to-remember element of son-and-daughter behind initial trademark which could integrate the products with such concepts as light and handy and simple and no burden (no fumes from cooking oil) that may strengthen and activate the brand of Tong Ho Homemama. Through brand identity VPM system, the visual presentation can be shown among tradition and new elements to stand out the fun of life in accord with geometric brick shape and bright substrate which would rebuild the image of the water canned food to get rid of initial traditional packing. In other words, the renewal of the image 「Homemama」 can be the breakthrough that fully delivers epoch-making Implication of renovation and brand Position of Tong Ho Foods.

Cheng Xiang Jin - Dietary Culture - Civil Brand Upgrade

The artworks 「99 Cent 1999」 and 「99 Cent II」 (2001, the work became famous as being the most expensive photograph in the world when it was auctioned at Sotheby's for a price of over US$3 million), known for enormous architecture and landscape color photographs made by German contemporary photographer Andreas Gursky, depict an interior of a supermarket with numerous aisles depicting goods resulting in such colorful work and chromogenic color print digitally altered to reduce perspective know as a diptych, which highlights a era of expansionary consumption whereas consumers seem to be hidden behind the scene. As far as marketing conception is concerned, more interestingly, the artworks would most likely be interpreted as the necessaries of life (homogeneous goods) as a metaphor of facing the plight of brand.

Hyper-market stores are springing up all over the place that each commodity in such channel faces the marketing challenge including numerous aisles and hundreds of choices and price approach and so forth. The top priority to branding would be how to attract consumers to put the brand recognition into the shopping list.

As the upstream supplier to provide spicy sauce of hot pot restaurant, it would be the key to highlight improved prevail manufacturing technology to get rid of the stereotype of raw material supplier, which YDC provides such professional consultation of brand planning that can pave the way for dietary culture and brand spirit to target delicate image and family-oriented marketing. To integrate supply chain of upstream and downstream into sustained duo-path management, the marvelous breakthrough would be research and development of new product as well as brand reshape. From position of brand culture to brand name decision, from brand visual communication to brand identity, from 「zero」 to 「hero」 all is empowered to vitalize the commodity with brand culture that can win back consumers which should be the ultimate goal.

Excellent brand culture may extract superior value concept that can lead the trend and shape the lifestyle. Facing mature market of traditional sauce and giant competitors around intense environment, Cheng Xiang Jin featuring domestic market demand of main territory must hit a home run of civil brand upgrade that can transmit such complete brand message to enlighten brand identity. YDC, therefore, has strived to stand out the dignified dietary culture of the Greater China to be one of the key elements of brand philosophy. Considering the Chinese archaistic syntax, Cheng Xiang Jin is denominated for the brand (Cheng denotes utensil and Xiang Jin means saliva). The classic brand name conveys such brand culture as decency and essence and heritage that indicates Cheng Xiang Jin to be the unique sense of taste of Chinese sauce which is different from regular flavor and instant food and food processing. When it comes to the design system of brand identification, the notion is derived from the unique window-lattice of such classic house as the character; the tone is based upon gray brown color underlying ancient architecture; the warm hue highlights purple and red and green and brown as accessory pigment that spotlights Cheng Xiang Jin of the Chinese taste stemmed from the sense of esthetics.

In this era of fast-growing numerous aisles, brand culture is regarded as a main support of consumer. Even if consumer market appears saturated, homogeneous commodity is facing the challenge of brand. Those who can take the initiative to demonstrate the complete brand culture would gain the advantage of brand loyalty that can make a breakthrough to create a brand performance.

盛香津－食的文化，國民品牌再升級

德國當代攝影家Andreas Gursky的攝影作品「99 Cent 1999」、「99 Cent II」(2001，此幅創作更創下攝影作品在蘇富比當代藝術拍賣會上拍出超過三百萬美金的天價。)以巨製尺幅的表現方式與全景式的構圖，拍攝下超市裡貨架無止無盡的情景，讓消費主體(人)反被隱沒在被消費物中，突顯出這樣一個無端膨脹的消費時代。然而有趣的是，若以行銷概念解讀這件作品，這更像是民生必需品(同質性商品)遭遇品牌困境的隱喻。

量販店的崛起，讓每件走進量販店行銷通路的商品都備受考驗，玲瑯滿目的貨架，100種的消費選擇，商品價位趨近…等外在限制，讓各項民生商品如何提高品牌辨識度而被放入消費者的購物籃中，便是建立品牌最重要的第一門課題。

作為火鍋店辣醬辣油的上游供應商，如何提昇既有的製造技術，擺脫原料批發供應的形象，開發精緻化、家庭化的行銷通路，朝更富有飲食文化與品牌精神的方向發展，是此次YDC品牌規畫執行對象亟欲突破的發展侷限。為更好地整合上、下游供應鏈，並維持母廠持續運作的雙線經營規劃下，研發新產品、創立新品牌是最好的破口途徑，從品牌文化的定位乃至品牌命名，從品牌視覺傳達乃至品牌識別，化「無」的困境為「有」的轉機，賦予商品更能受消費者認同的品牌文化，是此次執行案的最終目標。

「好的品牌文化可以淬煉出美好的價值觀念，引領時尚潮流，改變人類的生活方式。」，面對傳統醬料市場的飽和與高度成熟，在大廠環伺的競爭環境下，要想在這個以內需市場為主的領域內成為國民品牌，『盛香津』必須在面市的第一時間便重磅出擊，向消費者傳遞出完整的品牌文化想像，增加品牌識別度。因此，YDC試圖將大中華引以為傲的飲食文化延伸作為該品牌文化的要素之ㄧ，並首先以富古語意涵的語言文字『盛香津』(「盛」器皿、「香津」-涎)為品牌命名，透過較為古典的品牌名稱傳達出厚實、精釀、家傳的品牌文化，表現出『盛香津』作為中式醬料所具有的味覺層次，以減少多數調味料單薄、簡便的速食口感與食品加工的廉價感。相應的在品牌識別系統的設計上，以古典宅院特有的窗櫺圖紋作為標準字的設計發想，色調的選擇上也以古式建築常見的灰、褐色作為襯底，以暖色系的紫、紅、綠、褐作為輔助色，從美學感知上搭襯出『盛香津』獨特的中式風味。

在這個貨架填充迅速的時代，「品牌文化」作為「消費者的依靠」亦須時時運勢而生，即使消費市場已然飽和，同質性商品溢出的情況下，誰能夠愈早地建置完整的品牌文化，誰就能搶盡顧客品牌忠誠度的先機，化頹勢為優勢，夾縫中仍然可以創造出品牌佳績。

All to O Distance ─ digiO2 features brand planning as the core of communication with customers that a great deal of consideration for customers may undoubtedly upgrade the value of brand image.

Over the past few years, digiO2 (abbreviation of 「digiO2 International Co., Ltd.」) has profound deep-rooted experience in R&D and manufacturing medical components that the company can provide the capability of delivering quality home care products and services to improve quality of home medical care. Furthermore, digiO2 has devoted the commitment to the total solution that can provide innovative integration with affordable quality medical products and services to meet long distance requirements. Established in 2005, over the past few year's of effort digiO2 has obtained such certification as FDA, CE, ISO13485, GMP, and etc., to assure optimum design and manufacture and inspection under high quality and high standard.

In the past medical instruments are usually seen in the hospital, but nowadays technology can bring this kind of revolutionary change, under positive health conception and high standard of living and aging social transformation with low birth rate, people cannot overemphasize the importance of health care management at home. In order to utilize medical resources, home health care has become the household focus of the trend; therefore, more and more businesses pay much more attention to it.

Being a leading business partner of SINBON Group in integrated design and manufacture of electronic components, digiO2 would not only reinforce competitive quality product and service but also build up bright brand image. YDC would accept the mission, through brand recognition and design communication, to provide the professional solution to the brand planning for digiO2 that can completely strengthen global branding and further successfully expand the American market.

Three Stages of Brand Innovation
In the past such medical instruments providers would mainly address product function and specification. As technology level tends to be parallel, it is the key challenge to standout from the intense business competition.
Literally, there are three stages for re-branding of digiO2. The first stage is Position. YDC would focus upon family devotion and attention which is not just about anatomy of product itself but touch the heart to establish a close tie through the products and services of digiO2, aiming to redefine the relationship between home health care and family bond.

After the examination of its business vision and product development, YDC would propose the focus on 「Consideration」 and 「Communication with no distance」 as the core of digiO2 brand communication with customers, which should be the most diverse in comparison with other competitors. Based upon the human element, digiO2 can be redefined as the close bond between health care at home and human interactive relationship.

Through in-depth discussion with digiO2, the slogan of company positioning 「All to O Distance」 can be formed to put emphasis on communication with no distance at any time. As 「All to O Distance」 can link the word 「O」 of digiO2 with the digital of 「0」 in which brand identity would highlight the integrated conception of zero-distance consideration that can identify both brand positioning and brand value without considering such issues as space and time.

The second stage is Sense of Sight. To redefine the brand, digiO2 must think out of the box by clearing all the traditional jumps. Thus, YDC would utilize 「All to O Distance」 to feature the four mainstreams – the senior, pregnant women, household, and children, as the infrastructure of Imagebank Creation that digiO2 would put the interaction as the core of brand communication.

The third stage is Global Website Planning and Infrastructure. Under such brand structure, business website can manipulate the brand philosophy 「All to O Distance」 through the guideline of 「Imagebank Creation」. Instead of traditional high-tech product image, YDC would target global networking to unite bright sense of sight as more interactive communication. Considering user-friendly informative communication, digiO2 can be deeply rooted as bright brand image that would be the top priority for future purchase of home health care product and service.

When it comes to business expansion and market penetration, the company must promote product quality and brand image to sustain enterprise competitive advantage. The new image of digiO2 brand communication would broadly apply to such implications as product package and entity channel and internet marketing and so on. For digiO2, all in all, it would be a successful change in total brand innovation.

The official website of digiO2 started in the first quarter of 2010. For more information, visit Http://www.digiO2.com

All to O Distance ─ digiO2以品牌規劃掌握與顧客的溝通核心，讓顧客看見「關心」無限，成功提昇品牌形象價值。

數碼醫療器材股份有限公司（digiO2 International Co., Ltd. 以下簡稱digiO2），多年來深根於醫療電子零件的研發與製造的經驗，培育digiO2於居家醫療設備製造所需的產能、技術及品質要求。且致力於醫療人員認同並貼近使用者真正需求之創新整合性遠距醫療解決方案，並提供醫療人員與消費者有能力負擔，且安心信賴之產品與服務。在2005年成立的digiO2，經過四年的努力，通過美國FDA, 歐洲CE與ISO13485等品質認證，確保醫療產品在高規格的生產環境下設計、製造與測試。

科技改變了社會，以往醫療設備只在醫院出現。而現今人類對於健康重視的成功也越來越高，在生活水平提升的同時，不當飲食作息變成現代文明殺手，加上全球進入高齡少子化的社會模式的衝擊下，使得人們不得不開始注重居家預防的「健康管理」。為避免醫療資源的浪費與不足，居家醫療已是每個家庭不可或缺的必備品。當然起而傚尤，重視發展這一塊的企業越來越多。
雖然其母公司信邦集團（SINBON Group）為提供電子零件整合設計與製造服務之領導廠商，但如何在這個頭角崢嶸的市場中佔有一席之地，不僅要加強產品的品質，提升產品競爭力，更必須從建立品牌著手，給予顧客最鮮明的印象，方可在眾多廠商中脫穎而出。因此，在年度的品牌認同與溝通設計上，digiO2將此任務委託予YDC，希望藉由YDC在全方位品牌規劃上的專業經驗，強化digiO2的全球品牌認同，並進而成功開拓美洲市場。

品牌革新三階段

在以往醫療器材研發製造公司在傳達自家產品時總是以產品的功能、規格為主要訴求，但是當技術面大家都達到幾乎一致的水平時，便很難去分辨產品的好壞及特色，此時此刻如何從同業中跳脫出來，便成為企業的棘手問題。

整個digiO2的品牌革新（re-branding）工程分成三個階段，第一階段為定位(position)， YDC將重點鎖定在家人的愛與關心，不再只是以理性分析產品本身的，而從情感層面直接攻進顧客的心，讓顧客瞭解家人可以透過digiO2的產品，使彼此的關係更加緊密，目的在於重新定義家居醫療與人的關係，在審視了digiO2的企業願景及產品發展情況後，YDC提出了「關心」及「零距離」的digiO2的品牌溝通核心，這也是與其他競爭品牌的最大差異所在，YDC決定拉高整體戰略位置，根據以人為主的出發點，重新定義digiO2與家居醫療和人之間的關係。首先經過與digiO2公司內部討論及引導，訂立出能夠引領公司定位的精神標語—「All to O Distance」，強調隨時隨地零距離的關心，All to O Distance 以digiO2的「O」及數字0做連結，將digiO2的品牌識別及強調0距離的關心接軌整合，讓以往因空間與時間而消磨的情感也可再次回溫，清楚定位digiO2的品牌價值。
第二階段為視覺感受(sense of sight)確立，digiO2必須跳脫出傳統電子產業對於產品圖的依賴，捨棄電子產業的思維，重新定義形象視覺感受，因此YDC從All to O Distance中抓取四大主軸—銀髮族、孕婦、家庭、孩童，為其建置品牌圖庫（Imagebank Creation）這也是digiO2在接下來所即將傳達的一致性品牌溝通主軸。

第三階段為全球網站規劃、建置，企業網站亦是在如此的品牌架構下進行操作，除了原有的「All to O Distance」品牌精神外，須循著品牌圖庫的規範，YDC希望針對全球網路的使用者特色，增添一些清新明亮的視覺元素，並輔以更生活化的應用溝通，以扭轉一般消費者對高科技產品冰冷印象的認知，反之以更平易近人的方式教育市場，逐步將digiO2產品的品牌形象深植一般消費者的心中，進而成為未來消費者在購買居家醫療監控相關產品時的首選。

企業擴展、延伸觸角，不但要提升產品品質，品牌形象的呈現，更是保持競爭力，提高營業額的關鍵。全新的digiO2品牌溝通，將廣泛運用在所有產品包裝、實體通路、網際網路、網路行銷…等素材上，這宣告著digiO2品牌由內化到外部溝通的全盤改變。

digiO2網站於2010年第一季上線，想知道更多digiO2的相關資訊，請參訪Http://www.digiO2.com

Everlight Electronics is the glory of Taiwan as a leader in global LED packaging industry. The brand planning would not only reinforce business predominance but also enhance enterprise culture that Everlight Electronics aims to reach the top of the worldwide leadership.

Everlight Electronics has been recognized as the glory of Asia. The company holds the absolute global edge and it has ranked one of the largest three LED enterprises. Facing global economic crisis as well as fierce competitions, Everlight Electronics asks YDC for professional consultation so as to reshape corporate identity and global positioning which would manifest brand value and spotlight the exclusive business features and furthermore strengthen the core competency.

When it comes to back-end production, Everlight Electronics holds the absolute predominance; however, it requires brand planning for front-end market and demands from customers. YDC provides the total solution that Everlight Electronics can demonstrate the complete enterprise brand image as a multifunctional provider that would have a great influence in business partners such as OEM, channel, system integration, etc. In the light of brand communication, YDC leads Everlight Electronics to target the users of B2B2C and furthermore put into action, visual communication and mechanism communication.

Everlight Electronics reinforces the corporate brand by means of corporate identify and product catalogue and website vision. Multilanguage infrastructure boosts the global exposure, and color vision design also completes the presentation with modern touch and professional impression; for example, the color of black background applies to the product catalogue design, and the main vision design of website and catalogue features 「Lighting Forever.」 Either surrounding light elements or dynamic beams can demonstrate the state-of-the-art applied products of Everlight Electronics to exhibit the diversification of global corporate image.

Everlight Electronics complete image should be taken into consideration; under YDC's consultation the global portal covers a comprehensive guide targeting the scope of B2B2C. In order to meet a variety of market needs, the website provides the streamlined interface as well as extensive information via user-friendly content menu. To leverage internal learning effect, YDC integrates the global website of Everlight Electronics with Market Intelligence Center (MIC) that facilitates knowledge learning and information sharing.

Even though Everlight Electronics has been recognized in global market, the company holds a firm position in face of global economic crisis; furthermore, Everlight Electronics would continue to strive for competitive competency for sustainable management and long-term development.The professional website design and excellent sales performance can be the best witness to successful brand planning.

台灣之「光」、傲視全球LED產業，億光電子以品牌規劃重新審視企業優勢，活化思維再創高峰。

億光電子在全球範圍內絕對擁有不容小覷的競爭力，其在LED產業的成就獲有世界前三大，亞洲第一大的殊榮，企業領軍地位顯而易見。站得越高，看得越遠，面 對全球市場緊縮的危機，對手環伺各大企業無不使出渾身懈數，為自己掙得更大的生存空間，而億光電子另闢蹊徑，重視企業識別的更新，延請YDC以再定位全球 品牌的方式，在嚴峻的市場考驗下彰顯自身價值，延續實體品牌價值的同時，更加突顯企業特殊性與獨一性，加強競爭力度。

億光電子發跡早，在後端產品製造方面擁有絕對優勢，而前端面向市場與客戶需求方面，則有待品牌規劃整合與突顯，此次YDC著重以億光電子多元供應的角色作 為品牌的出發點，億光電子的受及面有品牌公司、代工廠、通路、系統整合商等皆是其需直接提供服務的客戶或銷售夥伴，因此在品牌溝通上YDC將億光電子導向 為 B2B2C的應用者，實際執行則分為視覺設定溝通與機能執行溝通。

前者通過企業識別、產品型錄、網站視覺等一制化定製來強化品牌的「厚實度」。就億光電子國際化的企業級別，YDC不僅為其提供多國語言網站的建置，更賦予 其科技領先兼負時代感的視覺設計，除以原有的藍色調為主外，另加入具科技、未來元素的灰藍色調為輔，以強化視覺印象，塑造出「專業」、「領導」、「全 球」、「品質」的品牌形象，也藉藍、灰兩個穩定色，更好的襯托出其產品LED的光彩奪目。在億光電子全球網站與產品型錄的主視覺圖，除了沿用 「Lighting Forever」的設計核心，更以「產品導向」為出發，例如在全球網站的首頁上，以最簡潔的版面，區分為分類入口與即時資訊區，分類入口處的視覺背景，便 以七種動態圖示呈現產品應用與特性，即時資訊區更是在分析客戶層後，將各類型瀏覽者直接導入所需區塊，簡化頁面操作，更加準確的傳達出企業發展的多元面 貌。

億光電子的世界級表現在公司資訊的全面，公司沿革、制度的清楚透明，於是YDC在全球入口網站的機能建置上，將各項訊息詳盡歸類，作為B2B2C的企業類 別，YDC必須替億光電子考慮到進到網站頁面的各類型客戶的需求，因應Business、Consumer將操作流程簡化，豐實的內容則在下拉表單內呈 現。另外追求公司內部不斷精進學習的風氣，YDC特將億光電子全球網站結合市場情報中心系統(MIC)，加強銷售人員對市場變動的掌握度，多加利用網站功 能，時時保持更新狀態，同時也是凝聚企業精神的利器。

企業能見度不僅要重量還需重質，雖已打開市場但面對市場緊縮的風暴，整體形象如何突圍保持競爭力，更是兵家必爭之地，如億光電子網站所示，其每月營業額仍有穩定成長的漲幅，這不但是企業本身明智的經營策略轉向，更是YDC品牌規劃成功的最佳例證。

Brand Story: Shining! Shining! EPOCH can get rid of non-brand name burden so as to catch the key branding.

Be perseverance. Be passionate and genuine. Be innovative. Strive for perfection. -- It is the corporate culture of EPOCH. In a way, it is more like the persistence spirit of several Taiwan OEM manufacturers which would focus on inner pursuit regardless of outbound expansion that may cause high quality of Taiwan OEM to fall behind the scene of international branding. Being one of the three leading LCD providers with dynamic growth and worldwide presence, since 1997 EPOCH has a great deal of connection and further three factories have been founded in Taiwan and China.

With continuously innovative development well recognized by worldwide, EPOCH devote themselves to improving high quality and design that are widely used in a variety of high-tech products to keep the advantageous competitiveness comparable to world leading levels. That is just as an old saying by Taiwan Acer founder Stan Shih, 「It is the key to think over the prevailing advantageous position and capitalize on the branding without being restrained by OEM culture.」

With stable rate of market supply, EPOCH still has to face such unstable factors as low gross profit margin and major order cancellation; facing the next decade of business management, EPOCH is moving forward to pave the way for business excellence and makes a new epoch. Through the positioning of definite product function, therefore, EPOCH must concentrate upon the key to brand planning. Considering the fact of being restrained by OEM culture, the stereotype might fall into the subordinate product image that could be part of the major brand product. In order to eradicate the secondary product image, YDC begins with the 「Light」 as starting point to spotlight the EPOCH that could demonstrate the new interpretation for LCD backlight module manufacturing and activate the new product development of LED lighting, which brand language is well -recognized as 「Sence of light‧Scence for life」 to emphasize the innovative application and development that can be widely used in our life. 

The first step for the EPOCH branding would be product reinterpretation to define product features and functions that can combine the prevailing advantages so as to hold the edge in the industry. Specifically, YDC would strengthen the industry trend of green energy to open up a wide range of superior green products in provision of better life which indicates the business pioneering of EPOCH that could pave the way for corporate development to make a new epoch. The product specifications can be anticipated as follows: green saving up to 50%, streamline near zero repair, comfort without dazzling light, and good looking thinner than 10mm. In terms of visual design, YDC can provide such functions as brand identity, VI, packing, catalogue, product photograph, exhibition, and website that the whole innovation would transform the traditional visual communication into cyan light of cold tone with the refraction sense of logo design that shows excellent light sense and shining brightness as well as streamlining design to highlight the product features of EPOCH. In order to reinforce the corporate responsibility to open up a wide range of superior green products together with high-tech application in our life, the nature elements would be recognized as the major foundation as catalogue and website design and furthermore the tan tone could be added as the second level to neutralize the light, which demonstrates friendly environment and brand identity of comfortable life as well as customer recognition.

品牌故事：shinging，shinging!云光科技抓住品牌關鍵卸去「無名」包袱。

「勤勞樸實、熱情真誠、技術創新、精益求精」是云光科技的企業文化，換一個角度來看它更像台灣許多OEM代工廠的堅毅精神，向內追求卻忽略了向外展現的機會，讓台灣代工廠的精良品質僅成為國際品牌的幕後無名英雄。云光科技作為世界前三大LCD廠的零組件供應商，自1997年成立以來，建立起無數供鏈帶並於台灣與中國大陸設立三大供應廠，所設計之模組廣泛應用於各項高科技產品，展現了傲視同業的成績，贏得業界高品質及專業的認同，然而正如宏碁集團創辦人施振榮先生所說：「如何借重現成的優勢，如何進入品牌由小而大，不要受制於OEM的文化，正是思考的重點。」

擁有穩定市場供應率的云光科技仍須面對毛利率低、大廠抽單等不穩定因素，邁向第二個十年的經營高峰，重新找回創業精神與創業願景，是云光科技克服發展瓶頸的首要之務，於是，透過定位明確的產品功能，抓住品牌關鍵是YDC此次品牌規劃的著重點。受限於OEM的文化思考，產品往往給人零件化的印象，是構成大牌商品的一部份而存在，附屬感強烈，為破除僵硬的商品聯想，YDC以「光亮」為緣起，營造「光感」，展現「生活光源」賦予背光模組零組件產品新的詮釋，並成功將其概念灌輸到新開發商品—LED室內照明的功能上，以「Sence of light‧Scence for life」作為品牌語言，強調主營產品的生活應用性，將之機械式的工廠經營轉型為舒適光源的提供者。

重新詮釋產品個性到明確定位產品功能是云光科技品牌關鍵的第一步，並結合「現成的優勢」，穩穩抓住具產業展望性的品牌關鍵。具體而言，YDC將未來強化綠能的產業趨勢應用於云光科技的創業精神之中，突顯云光科技epoch—開創紀元的企業形象，以與時俱進、可期待的品牌未來歸納其產品功能：「綠能—省電50%」、「極簡－零維護」、「舒適－無炫光」、「美觀－厚度小於10mm」，產品訴求清晰並具指標性。在視覺設計上，YDC一攬包括品牌識別、VI、包裝、型錄、產品攝影、展場與網站的全面革新，一改傳統光之三元素的視覺傳達，以泛冷色調的青光效果加上具折射感的商標設計，呈現絕佳光感與閃爍輕亮的明度，輔以簡約的設計感，重點傳達出云光科技的商品特性，同時，為進一步強化云光科技生活人文的應用面及環保節能的企業責任，則在型錄、網站等襯景搭配上多以大自然為元素，並以溫煦的褐色作第二配色中和光源強度，讓友善環境、舒適生活的品牌歸屬及客戶認同感不言而喻。

Vermilion Sauce features antique flavor with contemporary fermentation to interpret a dietary in a modern light.


When it comes to the connection between food and life, it is absolute that food industry dominates the consumer markets. Contemporary diet preference tends to delicate culinary arts and globalization forges the combination between international cuisine and ingredient mix which would have a profound effect on food industry development. Those industries with a relatively low hurdle have gone through the challenges of high product similarity but low manufacturing production cost. The more the customers can have options, the less the industries can create revenue. Under such circumstances, there is no denying that few brands can still stand out such as Kimlan Soy Bean Sauce, Bull Head BBQ Sauce, and BRAND'S® Essence of Chicken, etc. Undoubtedly exclusive food brand would be the best way to target the high-end main customer base.

Compared with other favorable manufacturing, Zhen Ji Chili Sauce is full of a great affection for homemade cuisine that plays a vital role in its process of brand planning. Considering the motherhood flavor as well as nostalgic sense of taste, Zhen Ji has been devoted to rebuilding the new image. Through the communication, YDC believes Zhen Ji could not stay behind so that old model and its marketing cannot meet the real needs. Under limit budget and human resources, therefore, Zhen Ji can demonstrate a vivid image to deliver the brand message for the target audiences. On the other hand, Zhen Ji must address how to optimize mass production and other cost input in the most economic way which would be the aim to branding.

Such recent key words as handmade, homemade, and family heritage are classified as the marketing essence of cooking. Indeed Zhen Ji has this kind of element due to the fact of exclusive taste of chili, and YDC would help Zhen Ji with the brand new image which can spotlight the modern type of brand to target the group with stable decent salary packages. From this point of view, YDC can start with the brand name for Zhen Ji.

The chili sauce is competitive and the similar denomination is countless. There, it is a must to identify Zhen Ji by using brand as distinguishing characteristic of market segmentation. Well goes an old saying, 「The redder pepper become, the better it is.」 When it comes to Vermilion Sauce, vermilion is not only about the association between pepper colors and quality but also show the most valuable purity of spirit. Vermilion Sauce, as such, does not contain any mix of artificial seasoning. The facing heaven pepper is the selection of Taiwan Mountain that preserves the nature flavor of pepper through handmade procedure and combines Yunlin garlic into the favor. Each part of the process shows sincerity and enthusiasm that is typical of the brand spirit.

In terms of Brand design of CI (Corporate Identity), YDC highlights the Chinese character of Vermilion through the type of pictograph that can present the effect of totem beauty. The word of Vermilion reveals the vivid effect in spark contrast to black background. As to package, YDC deploys the crystal design on 95% of the bottle but puts the CI paper strip seal on the lid which can reinforce the transparency of materials and secure customers trust in brand equity.

YDC has been working on brand planning for Zhen Ji Vermilion Sauce. At this moment the foundation is above profits and brand management requires time and affection that pay much attention to customers' needs, then the increasing orders can boost repeat purchase that brand value can be verified. There is no doubt that firm strategy and sound public praise can pave the way for sustained brand management.

YDC－以摩登、真純傳達「赤醬」老醬新釀的新飲食主張。


生活所需食字當頭，食品業在消費市場上佔有絕對的優勢，隨著越趨精緻化、細膩化的飲食習慣，以及全球化的影響，各國料理的融通，食材的相互運用，都使得食 品業無論在商品數或產品項上，都朝著無限大的方向發展。但對於這個產品相似度極高，製作成本相對低廉以致入行門檻低的行業，在同行數不勝數的窘況下，消費 者的選擇越多越無法積聚利潤。但不可否認的，在企業如麻的情況下，仍有少數廠牌獨佔鼇頭，譬如在台灣提到醬油、沙茶醬、雞精，相信多數消費者的品牌聯想都 會是金蘭、牛頭牌與白蘭氏，因此打響名號，建立獨有的飲食品牌，無疑是走向金字塔頂端的最佳方式。

真記辣椒醬不同於其他具有完善工廠線生產與商業運作的企業，卻具有不容忽視的情感價值，這一點在品牌規畫的過程中起著重要的影響。作為母女相傳的私房料 理，以味覺記憶著家族情感的老字號，真記開始訂立新的起點，由第二代經營者以嶄新的熱情，為品牌注入活力。YDC認為現階段真記若依循傳統行銷方式，在市 場上難有獨佔性與可見度，期間也難以估算行銷成本的停損點。因此真記作為既有傳承又有活力的經營代表，在有限的資金與人力上，必須先清楚傳達出品牌訴求， 正確圈定消費族群，其次才是量產與其他成本的投入，以最精省的方式發揮最大的經濟效益，正是品牌之路的宗旨。

手工、私房、家傳是近來許多祕製料理行銷包裝的關鍵詞，真記雖具有同樣要素，但其辣椒醬在口感上的純粹辣度，與100％的食材搭配度，讓YDC與真記達成 的共識是：她可以更現代更具有品牌個性，更屬於有薪階級的都市新貴，走出傳統的消費市場。由此出發，YDC接著進行品牌規畫的第一步，即為真記設想相應的 品牌名稱。

市場上簡單稱之為辣椒醬的品牌不勝其數，而辣椒醬作為真記的招牌醬料，必須擁有易於記憶，表現品牌特色的獨特用語以作為市場區隔；於是YDC藉《齊民要術 種椒》篇所云：「色赤椒好。」，引申其中最為關鍵的「赤」字，完成真記「赤醬」的品牌命名。「赤醬」短促有力、淺入深出，「赤」在《齊民要術》中不僅是評 斷辣椒菁蕪的標準，赤忱、赤子更表現出「赤」具有的可貴的真純精神，如同「赤醬」拒絕摻和人工醬料，特選台灣高山朝天椒，手工研製保留純椒之香並融合雲林 刺桐的大顆蒜頭，在辛辣之餘，更以家傳秘方天然酵物提昇椒、蒜的甘味，每一個過程都是童叟無欺的真誠與用心，以此沿用為赤醬的品牌精神在恰當不過。

在品牌CI的設計上，YDC同樣突顯「赤」字，而未免呆板失去設計感，在字形上讓「赤」趨於象形，保留圖形美讓其帶有些圖騰的效果，並以黑底襯托出「赤」 字的鮮明度，同時也是表現赤醬醬色的赤辣鮮紅。在包裝設計上，為表現赤醬原材料的優質保證，鮮豔誘人的醬色，特別保留瓶身95％的透明面積，僅在瓶蓋處以 封條方式貼上CI設計，讓消費者可以放心比較每一瓶赤醬的濃稠比例、醬色深淺，無疑也增加消費者對品牌的信賴感。

YDC為真記赤醬執行的品牌規劃，仍在持續中，現階段其奠基意義要大於行銷層面的實質獲利，品牌經營絕對需要時間與消費者搏感情，但可以說隨著客訂數的增 加，回頭客的逐漸穩定，真記赤醬的品牌價值已不可同日而語，其品牌之路的第一步走得既穩且健，已足以成為品牌經營案例的正面指向。

Brand Story:Create a New Position for Codent and Live Up To New Brand Drive

Codent has become the assigned OEM/ODM partner with world-class brands. Since 1985, Codent has been involved in such manufacturing key parts of dental instrument as high-speed air turbine handpieces. Meanwhile, Codent can provide a total solution with premium technology and R&D that paves the way for the exclusively position of OEM/ODM superb products and services for some worldwide well-known brands. In the face of globalization, Codent has been striving to world-class standard and global outreach that achieves the complete OBM (Own Branding & Manufacturing). Through the transformation from Public Goods to OBM, Codent would manipulate face-to-face customer-oriented creativity and enhance effective brand communication and reinforce marketing opportunities which would be the key to gaining the competitive edge.

Repositioning:Customer-oriented and User-friendly

It is never a dream to transform OEM/ODM into OBM. However, branding is a panacea which requires appropriate brand and marketing positioning. YDC has discovered the core of brand positioning under in-depth assessment for Codent that must feature the reconsideration the relationship between products and target audiences. It would be the key to find out the key purchasing decision maker except for the doctors. Some successful online brands would not only rely on product specification and function but focus on the consumers as the first priority. Codent has put much emphasis on the basic elements to satisfy its clients, discovers those underlying needs of customers and creates new market, which therefore repositioning has drawn the attention and customer-oriented and user-friendly product and service has built up the trust that customers can count on.

Brand Strategy:Partnership

The persons who could manipulate the handpieces should be the doctors but the real consumers would be the patients. YDC has found Codent should deliver the brand message not only to the medical professionals but also to the end-users as the first priority. Compared with the traditional B2B, this brand management mindset would bring about a breakthrough of brand positioning to create the triangle-dimension relationship among Codent and doctors and patients, which represents the brand positioning as B2B2C. While the patients have any expectations, the doctors can provide the professional service, therefore followed by the brand identification and market segmentation which no one can mimic and replace.

Deep Impression:Earn Trust

The image design may emerge right after innovation of brand position. It continues the strategy of B2B2C. Although the buyer is the medical side, but the core of branding highlights the end-users. When it comes to experience and feeling, the high tech effect is just part of it. The old image would emphasize calm but pro tech impression targeting high quality and function. The new brand position adjustment has added human elements and emotions; through the new image planning, YDC has built up a new brand slogan 「Let's Smile Together」 for Codent that depict the innovation of technology basis to show the consideration for the users and keep smile together with empathy and confidence and further guide the brand core to demonstrate the new vision.

Innovation of brand promotion

Considering the consistency of Codent's whole branding, YDC would contain initial brand identification mainly because it could sustain in-depth brand asset; on the other hand, the message could feature the resonance between brand image and target audience. Graphic design and photo style and material would be in the mood filled with spirit of 「Let's Smile Together.」 In other words, a streamlined arc curve represents the element of smile that links the entire visual design; furthermore, it utilizes initial brand color of green to go with orange color that may stand out the mainstream. It also would focus on the emotions and technique of products that help get rid of the serious image and stand out the brand new image of Codent.

It is not an easy job to create the OBM. While keeping growing its global outreach. Codent must keep pace with the product trends and meet customer needs and reinforce R&D on premier products. From now on, a new brand image can bring about profession and trust and empathy to lead the world-class brand into the Great China Market and make it difference. We are looking forward to it.

品牌故事：創造科頂新定位 實踐品牌新動力

歐、美、日高階品牌指定代工廠科頂科技，自1985年開始投入高速磨牙機的零件生產以來，均持續以領先業界的技術實力和研發設計能力，進行OEM/ODM的生產服務。在面對全球經濟時代的來臨，科頂科技擁有世界級的水準、經驗，促成了定位轉型至OBM的完備條件，從「公共財」之途，勇敢邁向「自有品牌」之路，科頂科技亦將直接面對客群，該如何善盡品牌溝通，增加自我行銷的機會，是帶動產業價值，提升競爭力的主要關鍵。

消費者當道：重新定位

從代工到自創品牌非夢事，然而品牌並非萬靈丹，仍須適切為品牌與市場操作定位。YDC在為科頂科技品牌健診時，為找出品牌定位核心，重新思考產品與目標對象之間的關係，使用者僅是醫生？究竟是誰，才是影響購買的決策者？縱觀線上不少成功的品牌，不再只是單以產品規格、功能為號召，反而回歸人的基礎點上，重視消費者的使用感受，反而賦予了消費者莫大影響權力。因此，科頂科技即是要抓緊消費者目光，從這裡開始建立起信賴度。

品牌戰略：夥伴關係

操作磨牙機的是醫生，真正的消費使用者其實是病患，YDC發現科頂科技真正所要傳遞品牌訊息的對象，已不再侷限於醫護人員，而是「超越購買者，鎖定終端使用」，這不僅突破以往的傳統B2B經營思維，並使品牌定位更新為科頂科技、醫生與病患三角共構的夥伴關係，也提領品牌戰略升級至B2B2C的位置，一旦病患對品牌有所期待，醫生亦滿意品牌所提供的專業，品牌之獨特性就被認同，在市場上的差異化就會明顯的被區隔出來，那麼這將是誰也無法模仿和取代的。

情感深入人心：贏得信任

在革新品牌定位後，形象設計方向也隨之浮現，延續B2B2C的策略：雖然是販售給醫護人員，但品牌主打的對象落在使用者身上，若講究的是體驗、感受，那絕非光靠科技成效就能打動的！科頂科技舊有形象，展現冷冽、專業的科技質感，強調的是產品的高品質與高功能性，在面臨新品牌定位調整過後，似乎需要多一點人性、情感面的支援，透過新的形象計劃，YDC替科頂科技制訂「Let's Smile Together」作為新的品牌標語，不僅描繪出科頂科技以創新技術層面為基石，更鍍亮了關心使用者的精神，與牙醫師、病患一同自信的微笑，引導出品牌新核心，展現品牌新願景。

革新一致的品牌宣傳

為了使科頂科技整體品牌擁有一致性，YDC保留了繼有的品牌識別，主要是希望能持續深耕繼有的品牌資產，但同時也為了所傳達出的形象能與目標對象產生共鳴，平面設計、照片風格、素材都要有「Let's Smile Together」的氣氛，即以流暢的圓弧曲線代表微笑為元素，串連整個視覺設計，並延用既有品牌標準色綠色，再搭襯橘色使標準色的表現更突顯，同時著眼於產品的情緒畫面與技術特性，擺脫既有沉重、轉而活力親近，實現全新的科頂科技。

打造自有品牌談何容易，深盼打入市場之際，最重要的是貼近消費者的需求、研發更優質產品，科頂科技更新形象將朝此邁進，從現在起將以口腔醫療工具品牌之姿，充滿專業、信賴、安心之勢，帶領品牌於競爭激烈的大中華市場中走出自己的一條路，我們一同拭目以待。

SIGMA heat-block coating – China brand values the global issue on green energy/renewable energy

Although Chinese economy is continuing to grow, the top 100 Global Brands of 2009 did not put China on the list and the mass media pointed out such issue as brand management and strategy. China has come to realize the significance of brand power that is the goal they are striving toward; however, the concept of low price and high volume has been deeply rooted inside the majority of China market. As a matter of fact, the business mindset is not favorable for sustainable development; furthermore, unworthy business conduct can be risky for customer equity as well as macroeconomic goodwill.

The tricky part of China market would be entry barrier for global brand; meanwhile, it is difficult for local brand to hit the goal of global reach. The market analysis of SIGMA project indicates the critical issue. In the market of China, seven out of top ten paint brands were local; nevertheless, China was not on the list of global paint branding. To eliminate the regional obstacle to entry, therefore, YDC would devote the attention to the brand planning with a focus on the global issue that is favorable for SIGMA to reshape the efficient promotion.

Product characteristics should be the key element of brand marketing. SIGMA highlights nontoxic feature with recognition of China Environmental Label. To redefine the green actual effect of SIGMA heat-block coating, YDC puts emphasis on three attributes: stay healthy, save energy, and love our earth. The awareness of environmental protection has been significantly embedded in global attention; by the same token, the green effort of SIGMA should highly gain the global recognition.

As to CIS and packing design, YDC utilizes two tones of blue and green to express the connection between the nature and our earth. Blue and green are the colors of life and renewal. When it comes to the character of 「S」 as brand identity, YDC deploys the spiral line-like design just as shape shift of botanic vein that may illustrate the ecological concept. The vivid brand image, back to nature, would be applied to packing design and product description that may standout the mindset of energy savings. Instead of paint as denomination, heat-block coating is a good choice for brand segmentation.

Brand management should combine sustainable development and contemporary issue that can not only standout brand image but also catch up with the mainstream. On one hand, YDC would highlight SIGMA heat-block coating under quality assurance of China Environmental Label; on the other hand, YDC would conduct such brand strategies as environmental consciousness to meet customer needs. Touching brand language with empathy can establish close ties with current consumers and potential targets, which should play the most important part in successful branding.

SIGMA隔熱塗料–綠能再生，跟進全球議題的中國品牌

2009年甫出爐的全球百大品牌榜單中，未見經濟實力不斷攀升的中國，各路媒體紛紛報導中國品牌的落榜，無不有意彰顯其品牌經營策略上的問題。對於已意識 到品牌實力足以象徵國力的中國來說，躋身世界前列一直是其努力的目標，但在廣大的中國市場上仍存在著依賴價位低賣量高的經營思維，不僅使得諸多中小企業因 之畫地自限，不利永續發展，也讓許多不肖業者趁隙鑽營，損害顧客權益，連帶影響集體商譽。

中國市場的詭譎來自於世界品牌的難於進入，同時本地品牌也難於邁向全球。在此次SIGMA專案的市場分析中，也充分顯示了這方面的問題，數據顯示：在中國 大陸地區油漆品牌前十名中，有七名均為中國品牌，但在世界油漆品牌的排名中卻未見中國品牌的蹤影，於是此次YDC在品牌策劃中著重以跟進全球議題為旨，為 SIGMA擺脫地域之限以及舊式難見成效的宣傳方式。

產品特性如何被訴說是品牌行銷的至要環節。SIGMA所標彰的是其無毒害，獲有中國環境標誌的環保性能，YDC進而衍生出以「健康」、「節約能源」、「愛 護地球」三大訴求作為SIGMA隔熱塗料的再定義價值，加深購買者對「環保漆」的實質瞭解，認同它的實質作用；在連年災害後，環境保護也已非一國一地之 事，也亟望SIGMA的此番訴求是可達到全球性認同的高度。

在CIS與包裝設計上，YDC自然選用象徵天、地的「藍」與「綠」兩色為基調，正如天地之間孕生萬物一般，藍與綠的選用同樣給予觀者較為舒緩、生機湧現的 感覺。同時「S」作為品牌識別的標誌，YDC特別將其造型趨近於史前紋飾-螺旋紋，且做有如「葉脈」的形體變化，使整體具有原生態的意念於其中，塑造簡明 大方回歸自然的品牌語言，沿用於包裝設計與應用說明上，產品訴求自然清晰明瞭，突顯出SIGMA隔熱塗料不同於其他環保漆的特點即在於它的節能觀念，並避 免使用油漆作為品牌名，實因油漆一詞已參雜有太多的化學觀感，而建議以隔熱塗料作為品牌區隔。

品牌經營永遠是與時俱進的，能夠與大議題作結合不僅提升品牌格局，也誘發同代人的同理心與認同感。而跟進全球議題不單單是口號式的套用，YDC讓 SIGMA隔熱塗料並不只以中國環境標誌作為品質上的保證，而是藉由一系列由裡至外的品牌策略延伸出更為貼近客戶需求的環保節能意識，以更為觸動人心的品 牌語言面對客戶，從而與更大範圍內的潛在購買者建立情感連結，方才是邁向品牌成功的重要一步。

YDC creates a brand new image for Sentelic to boost its brand awareness within a few months.

Touch panel has been seen as the next big industry in Taiwan. Sentelic has devoted to such technology for many years so that strong CIS can build its brand awareness of Sentelic Inc. YDC provides the best solution and professional consultation, thus the new brand image helps Sentelic raise brand awareness to attract potential customers and build solid partnership.

Through professional planning, YDC helps Sentelic create a streamline and modern corporate logo, definite slogan, application system, and website design, which are bestowed upon the professional image of Sentelic Inc. The new corporate identity publishing would be a great help that Sentelic has been moving forward toward leading brand positioning of touch panel.

YDC為陞達科技量身打造了一個新的面孔，在短短的數個月內迅速建立品牌知名度。

「觸控面板將是台灣的明星產業」，陞達科技不但致力於此項技術多年更看到了這個契機，於是趁著現今當紅的觸控市場，陞達科技決定強化企業形象，將品牌強化 並建立一系列真正能夠代表自己的企業形象，他們希望透過新的品牌形象來提高潛在客戶對陞達科技的認知並建立合作關係，於是陞達科技聘請了YDC來協助並提 出解方案。

透過YDC的規劃，陞達科技以舊有標誌為基礎，建立了一套流線且具現代感的企業標誌、明確的企業標語、應用系統及網站，這賦予陞達科技全新的專業企業形 象，新的形象更具專業性，且更符合陞達科技所提供的產品及服務項目。自陞達科技新的企業形象發表後，這更讓陞達科技朝向觸控板領導品牌邁進。

To reshape a new image of network technology, YDC provides the solution for Peak Wisdom Integration to reinforce the brand niche.

Internet technology innovation has much to do with mass media development. There is a great deal of transformation in mass media, and network application has a great effect upon our life style. The so-called 「Otaku Economy」 is true of the emerging network-oriented consuming culture. Think of the fact that network technology dominates in the business world; internet industries such as ODM (Original Design Manufacture) application have switched their focus to OBM (Original Brand Manufacture). It is challenging for the absolute ODM image to stand out in the highly competitive market; the right strategy of OBM can magnify the core brand value and further raise the brand awareness as well as competitiveness.

Peak Wisdom Integration provides the overall services including business software development, information system and platform infrastructure, multimedia application and website optimization, etc. On the other hand, the user interface design should take the user-friendly principal into consideration that would be the top priority. It is thoughtfulness that YDC can highlight the most significant feature in the project of Peak Wisdom Integration behind the perception.

Thoughtfulness can be reviewed from brand denomination and visual communication. Compared with general internet companies, thoughtfulness is regarded as the wisdom demonstration when it comes to integration function; technically it would stress such elements as synthesis and harmony and equilibrium. YDC puts the words of Peak and Wisdom for the brand name that represents the best as well as the intelligence; the denomination enlightens the integration between the platform infrastructure and information system. As far as brand association is concerned, the homophones of Peak and Wisdom may reinforce the denomination effect that shows the brand trust in Peak Wisdom Integration.

From the viewpoint of visual communication, YDC would utilize the nimble feature to reflect the two components – Wisdom and Integration. Behind interchange and detour, the positive intention of smoothness would complete the brand image of Peak Wisdom Integration. To convert the stereotype of network technology, the most natural colors - blue and green - may heighten the brand sense that may get close to the users.

Brand denomination and visual communication design may pave the way for the successful brand planning; however, it requires 20-30 years to attain the maturity of branding. Peak Wisdom Integration must utilize brand strategy to establish long-term development plan; brand positioning and brand association should be strengthened. We may witness the recent achievements with these giant business partners; it goes without saying we can foresee the bright future of Peak Wisdom Integration.

可以更smart的網路科技新形象，YDC鞏固極智整合品牌利基點

大眾媒體的再度擴張與網路科技的發達不無密切關係，網路科技不僅改變傳媒發聲方式，更經由影響大眾生活模式轉變傳統通路的溝通管道，可見所謂「宅經濟」一 說已蔚為風潮，為商業行銷帶來新的機會。在越來越倚重網路科技的市場環境下，網路公司正如ODM廠商必須轉變經營思維朝向OBM進化一般，單純的軟體供應 形象，就像鄉野間隨處可見的柑仔店，客層永遠侷限在方圓百里之內，若能豎立起鮮明的品牌大旗，起到慕名而來的品牌效應，才是拓展公司業務，擺脫設計勞工廉 價形象的良方。

極智平台整合具體而言以開發商用軟體、系統平台建置、網路多媒體應用與網站優化等為公司服務項目，在另一層面上，則為客戶考量功能使用的平衡性，在眾多技 術服務的層面上作到更為人性的整合企劃，避免功能閒置，網站停擺的後續狀況發生。於是YDC完成此次專案的首要課題，便是突顯極智平台整合在服務過程中的 「思考性」。

「思考性」的表達，主要分為品牌命名與視覺傳達兩方面。思考是「智」的表現，整合能力則區別於一般網路公司按圖索驥的任務完成模式，在技術面之上強調綜合 度、協調性與平衡感。在「智」與「整合」的基礎元素上，YDC以極、智作為品牌命名，背後蘊含有極－最佳，與智－智識兩方面的意涵，更多的塑造平台整合在 軟體應用規劃上的知性面，而非生冷的技術操作與設計工作。同時極智，可產生極致、集智等同音字，在品牌聯想上可借由語音產生轉意，讓顧客感到極智平台整 合，是一集合眾智發揮極致整合能力的工作團隊，品牌信賴則至此油然而生。

視覺傳達方面，YDC力圖以圓融、靈活的要素呼應「智」與「整合」兩大特性。於是取交流道環繞的姿態，以其疏通、融會的喻旨象徵極智平台整合智識交融，整 合各方的形象。並採用感官上最為舒適自然的藍綠兩色，由二者的過渡、融合，賦予品牌生機無限的觀感，抑制網路科技的刻板印象，增添科技為人所用的親近感。

品牌命名、品牌主視覺的設定都還只是品牌之路的起點，據估成功品牌邁向成熟穩定需要20~30年，能夠在啟程時決勝無疑為品牌發展增加籌碼。極智平台整合 在品牌利基階段等於藉由品牌策略訂定長遠的發展計畫，清楚定位，深化品牌聯想與同業間日趨拉大的差異特性都將逐步增強其品牌實力，就其現今逐漸與大廠合作 的成果來看，其未來展望亦不容小覷。

It is all about self-disclosure and realization. ENZO LIN works closely with YDC to give a new definition of the fashion and draw up the strategy of brand image.

The Chinese American designer ENZO LIN has gained the top global fashion extract from the experience in Japan and Paris. Since his return to Taiwan joining Showroom 48 and PS: egoistic clothing designs, all of the recognitions have made him the focus of attention. The major design concepts not only deliver the brand message of fashion but also embody the exclusive portfolios, and in essence the homonymy brand ENZO LIN features the brand value. YDC has been paying much attention to the Taiwan brand development, and it would be an excellent opportunity to cooperate with ENZO LIN for the win-win situation. On one hand, YDC provides ENZO LIN with the aid of professional design in a series of brand concept mechanism. On the other hand, YDC is proud of ENZO LIN that strives for the world fashion trend. As a role of sponsorship, therefore, YDC helps the brand establishment of ENZO LIN to bolster the conception of corporate brand.

The success of ENZO LIN lies not in one-time shot but in brand design concept. YDC makes the most of the individual characteristic of ENZO LIN to manifest the essence of the brand. Meanwhile, the promotion would utilize the market segmentation to target the main consumers. In the beginning YDC needs to highlight the design in a systematic manner; that is to say, ENZO LIN can be trend-setting oriented and the great charm of the design style is believed to shine in Taiwan fashion industry. It is all about cutting, pattern, and material. All of the elements can complete the taste as well as the look.

In 2008, YDC design the clothes of ENZO LIN as the four main sections - Resplendent, Sex High Sounding, Fitted Vogue, and Free Self. The brand image of Streamline and self-disclosure can be extended to the promotion of next season. This kind of distinctive style can attract such vogue celebrities as Mavis Fan, Makiyo, Dee Hsu.

YDC has devoted to advancing the brand value of ENZO LIN to meet the high-level criterion. When it comes to the visual design, YDC lays great stress on humanism and aesthetics to reinterpret the interaction between clothes and human body. ENZO LIN reveals the design conception in the pursuit of these distinguishing characteristics, which the visual photos may show boldness and comfort of touch to meet the taste of carefree style with aesthetic experience.

After completing the overall brand strategy, the territory of expands and ENZO LIN holds the edge of brand to attract a board range of followers. As expected ENZO LIN and YDC may team up to implement the business sustainability and development through the brand strategy.

袒露自我，實現價值。ENZO LIN&YDC跨界整合研擬時尚新解，全方位運作品牌形象之建置。

華裔新銳設計師ENZO LIN，在日本、巴黎時尚圈汲取世界潮流尖端的設計養分後，回台在showroom48及PS:自私著物初試啼聲，反響極佳，逐漸在台灣時尚界嶄露頭角。 然而對設計師至為重要的設計理念，除了體現在設計成品本身，還需要藉由品牌溝通向外界傳遞，於是ENZO LIN有了成立專屬品牌，真正以經營品牌價值為出發點的想法，而長期關注台灣品牌發展的YDC，有幸與ENZO LIN接觸後，各自都在對方領域內看見新的契機；ENZO LIN在YDC的專業中，期望朝向「品牌觀念」的完全涉入完成一系列品牌機制，而YDC更加欣賞ENZO LIN的膽識，以世界潮流為標竿果敢邁進，因此特以贊助ENZO LIN的方式規劃執行品牌建置，也作為我們的一份支持及對品牌概唸得以幫助企業再生的自信。

由ENZO LIN後來的成功，足見這絕非一次冒險的決定，主要是ENZO LIN的設計理念必須藉由「品牌個性」的塑造彰顯與實踐。對YDC來說ENZO LIN本身便具有品牌個性突出的質素，只是如何在實踐中一步步彰顯，並同時加以利用設定出對的消費族群，進行銷售策略。第一步YDC必須將ENZO LIN所有設計系統化、重點化：YDC認為ENZO LIN能以黑馬之姿在台灣時尚圈引起風潮，在於其設計風格無法遮掩的高調魅力，這種高調絕非衣飾上的華麗、繁綴，而是以俐落的剪裁，簡潔的圖飾，布料材質 的多變，突顯穿衣者的絕對自信，不為衣所囿的態度。

於是08年YDC將ENZO LIN男、女服飾設計，區分為切割璀璨、性感高調、合身時髦與輕鬆自我四個主題，雜揉出隨性卻又極端彰顯自我的品牌形象/設計風格，並以此延伸作新一季的 行銷策略，傳達出：毋需刻意為之，不必著意表現，ENZO LIN率性冷調的氣質，讓穿衣者擁有足以依然故我的魅力；從而吸引內在思想前衛，外在率性自我的時尚人士，而舉凡時尚圈擁有這類特質的演藝明星如：范曉 萱、Makiyo、小S等等都漸進成為該品牌的忠實者。

YDC力圖為ENZO LIN尋求至高點，讓品牌價值向前躍升，具有較高的起點、視野以符合高質感的追求。在視覺設計上，YDC選擇以人本主義、姿態美感為框架，重新演繹服飾與 人體之間的關係，所選用的視覺圖片乍看大膽不羈，實則體現衣飾(裁減、布料)與體態的自適存在，並自然流露出ENZO LIN的設計追求，讓著裝不再是一種負擔與比拚的過程。

在完成自內而外的品牌策略執行後，ENZO LIN的分店版圖逐漸擴大，品牌優勢越趨顯著，擁有廣大追隨者。如同ENZO LIN所憧憬的，對YDC來說我們為各企業所實踐的絕非是美麗的外衣，而是銷售策略的思維轉變，企業的鞏固與再生。

EventForce, the superstar that can build the bridge within integrated businesses through YDC's multi-branding strategy.

The film Phone Booth is set in New York City, and the real-time situation escalates further owing to surrounding extensive transmission networks. People are occupied in talking on the phone and meanwhile such technology dominates life and civilization. On the other hand, Internet innovation has been playing a vital role and nowadays transmission could be utilized in a smart way.

EventForce, the communication technology-based company, may integrate online grouping feature with communication concept that creates tailor-made grouping communication software. The scope of application covers notice of meeting, market survey, connection of membership, feedback, and announcement, etc. Through the state-of-the-art system, such modes as one-to-many / many-to-one / many-to-many correspondence can meet diversified needs and save much time and money.

Over in-depth consultation, YDC recommends EventForce to tap into the market by the way of multi-branding. Considering strong adaption to market, this software can be broadly used in industries to break the hedge of market segmentation. Through such brand strategy as denomination, multi-branding can be identified as market positioning. YDC must approach the consumers to build the bridge between brand and customers that would advantage EventForce to penetrate the market targeting the business feature as well as brand marketing.

With regard to abovementioned colloquialism and association with the brand, the EventForce has come out from YDC's proposal of denomination. This brand name conveys such characteristics of product as streamline, real time, and connection, which may broaden sentimental association with business efficiency and convenience and also enlighten consumers with brand experience and consciousness. In terms of CI design, tone of blue delivers the key brand message to spotlight the connection and streamline may highlight the high speed. The website design, in accord with the main tone of CI, would even focus on the business scope and feature of modernism. Also, it serves the exact function for diversified purpose and practice that can carry out flexible tailor-made software application as well as back office management for optimal confidentiality and protection.

易博通，捷能、整合商務的企業新星，由YDC集中焦點的多品牌效益。

電影Phone Booth(絕命鈴聲)開頭十分象徵地表現了紐約這個big apple被龐大的通訊網所籠罩著的景況，繁忙、缺乏交集的紐約街頭，人們忙著和電話的那頭談著各式各樣的事情，卻無暇理會週遭事物，享受科技便利的同 時，卻也遭受科技介入生活的種種箝制。如今網路世代的高度發展，較之以往人們倚賴通訊工具的程度有過之而無不及，然而如何善用通訊功能，而不反為所用，正 是展現人類智慧的時刻。

奠基於通訊科技公司的易博通，將網路可無限串聯、靈活線上群組的特性，加入進通訊概念之中，研發出具有客製化功能的群組通訊軟體，其應用範圍之廣，舉凡： 會議通知、市場調查、會員聯繫、意見反饋、事項公告等等，均可使用易博通研製的系統，大開一對多、多對一、多對多的通訊模式，簡略告知過程中費時耗力的人 事成本，也解決了人數多、幅員廣難以短時統計回覆的問題。

YDC作為易博通的品牌規劃執行方，建議易博通以多品牌的方式打入市場，考慮原因在於該研發軟體市場適應性強，利於各界使用，卻也忌無市場區隔的行銷方 式，另設多品牌恰恰可經由通俗化的重新命名等品牌方略，明確產品市場定位，而無需犧牲既有的企業品牌。品牌作為「行銷之根」，YDC必須深入消費者，替創 立品牌尋找維繫品牌與顧客之間的聯繫，對於具有迅捷、確實、數據化等產品特點的易博通來說，YDC認為作為商務之用，才能發揮易博通的優勢，為市場也為自 身帶來最大利多，因而將其品牌設定在以商務用途為軸心的範圍內，進行品牌行銷。

前述提到多品牌必須具有口語化、高聯想性的特點。在品牌命名上，YDC捻出「達」、「博」、「碩」、「宇」、「捷」等象徵廣大、迅速的個性詞語，最終定稿 為「易博通」，表達出以「簡單」、「快捷」、「互聯」為訴求的產品特性，讓以商務為主要市場的易博通，透過品牌名能夠讓消費者直觀、形象地延伸出效率、便 利、商機等情感聯想，培養消費者的品牌意識與品牌經驗。在CI設計方面，則採用「天空色系」傳達易博通溝通無限的主旨，並使用線條及筆劃拖曳來強調速度 感；而關於網站制定，除了與CI同色系的主調外，更強調易博通躋身商務領域的正式與沉穩，表現與時俱進的現代感。在功能上不僅設有專區供各單位商務之用 外，更強調軟體的實務操作，可靈活於它網架設，實現更為靈活的客製化軟體應用，方便各單位後台管理，做到更為完善的機密保護。

YDC此次大力度實行多品牌的策略運用已預見成效，不僅避免掉過多的企業包袱，明確的商務用途讓市場注意力集中在易博通身上，而不致與母品牌原有的市場相 互影響抹煞其中一方的品牌效力，以長遠考量，多品牌更為公司往後不斷推陳出新的產品預留空間，具有資源共享、再次行銷的益處。

Boundless Branding As the motto 「Global brand, Local touch」 ADLINK is a technology-leading platform provider in the applied computing industry

Founded in 1995, ADLINK devotes to talent management and succession as well as technology advance. With the corporate mission 「Advance Technologies, Automate the World」, ADLINK shows its great ambition to expand the global touch across five continents. Headquartered in Taiwan, ADLINK started from 3 staff but now own business operations in America, China, Germany, France, Japan, Singapore, India, and Korea, with worldwide distribution networks and offices and over 600 employees. Above all, the acquisition by ADLINK in Ampro highlights the competitive edge of the two parties for a win-win situation can increase ADLINK's US sales of embedded computing products, which would sustain the powerful position that ADLINK has become one of the top three leading platform providers in Taiwan applied computing industry.

With worldwide brand recognition, ADLINK focuses open communication in fostering a closer global business relationship so this year the company endeavors to a series of trade shows at home and abroad. With professional experience of boundless branding, YDC is empowered to take charge of ADLINK global brand image promotion.

YDC suggests the manipulation of promotion can establish excellent brand image through the European exhibit that means the exact brand communication lies in worldwide marketing and advertising designing to attract global attention. Nano X-ML of Atom family, the exclusive Computer-on-Module (COM) Express Type1, is based on Intel Atom Z5xx Processor and US15W Chipset which can enable ADLINK to deliver the message with power-saving features and embedded functions that are requested by system designers for next-generation applications and low power platforms. Thus YDC makes the most of ice cube as main visual design that indicates reduced power consumption and lower system cost; meanwhile, YDC utilizes the proportional business-card size of concept to design the product chart that reveals authentic measurement.

When it comes to visual integration, YDC reverses the traditional A4 reading design. Instead, the manipulation of a folio type can spotlight the product futures under visual effect of ice cube that embedded nano X-ML may highlight the lissome product image. Among such advanced markets as England and Japan, YDC manages the advertising sketch by using 84X55mm of business-card size to exhibit product features; furthermore, diversified geographic consideration and visual habit would determine the concentration of tone and prototype design.

Considering such multi-language situation, YDC strives to facilitate premium brand communication with worldwide partners. There is no doubt that long-term international market observation of brand image can have a positive influence on ADLINK that the company may stand out while facing industry competition as well as budget cut. ADLINK not only could gain the consolidated revenue of 597 millions but would reach the consensus to form an alliance with Japanese partner. As we all know, branding is boundless; it is obvious that excellent brand communication can pave the way for successful global marketing.

品牌無國界－凌華科技立足台灣，活躍世界的工業電腦品牌

以「創新科技，轉動世界。」作為標語的凌華科技，自1995年創立至今，短短十餘年不僅呈現其對人才培育之重視，研發能力之先進，更果敢於全球業務的拓展 上，發揮台灣地域獨有的海洋特性，以開放、包容的質素與世同進。如今公司規模已從草創期的三人行發展至全球員工數突破600人，海外據點擴及美國、中國、 德國、法國、日本、新加坡、印度、韓國等地，其中更以2008年順利取得美國Ampro公司股權，計劃以雙A的品牌運營模式進入北美市場，充分展現其積極 與國際接軌的經營策略，一舉奠定凌華科技位居台灣前三大工業電腦廠牌的地位。

擁有面向世界的品牌意識，更需在實踐過程中重視品牌溝通與品牌對話能力，從而在分秒必爭的商海中取得被聆聽的機會。今年度，凌華科技配合新品上市而制定的 一系列海內外參展計畫，再度展現其拓展市場的決心，而YDC無國界的品牌理念恰蒙青睞，於此次專案中負責執行凌華科技以國際為舞台的品牌形象宣傳。
在國際化的歐洲會展上，YDC建議客戶善用宣傳品的功能，建立出良好的品牌印象，而著意於會展型錄與海外雜誌稿的設計上，準確傳遞出品牌訊息，吸引全球範 圍內的潛在客戶。此次主角唯一款以Intel Atom Z5xx處理器和US15W晶片組為基礎的COM Express Type1計算模組－Atom family系列的nanoX-ML，業界最低溫、低耗電及微型是它的獨特性能，YDC就此核心訴求設定了幾組聯想物，最終選定冰塊作為主視覺，象徵低 溫，低耗能的特性，而與名片同等大小的1：1產品圖則為輔視覺，讓新品的實境尺寸更為可觀可感具有鮮明的說服力。

而在視覺統合上，YDC首先便推翻傳統A4型錄以文字閱讀方式呈現的平板設計，向客戶說明A4型錄流於氾濫，易於失焦無法物盡其用的缺點，而改採對開式特 殊斬形來突出商品特性，以冰塊其形作為載體，nanoX-ML附於其上的輕盈形象將產品聯想單純化以獲得突顯。而在英國、日本兩大先進市場體系中，YDC 負責完成的產品雜誌稿，均以84X55mm的名片大小表現產品特性，卻也因地制宜針對不同地域特色與視覺習慣，在色調與版型設計上同中求異各放異彩。

此次YDC因應多國語境，以堪與海外市場比肩的品牌溝通與對話能力，為客戶贏得站上肥皂箱訴說品牌特性的機會，藉由長期對國際市場的觀察所完成的一系列品 牌形象，也相信為凌華科技起到了正面的影響；在各廠縮編開發預算的同時，凌華科技卻異軍突起，不僅合併營收達到新台幣5.97億元，也正與日商取得結盟的 共識；由此可見品牌並無地域之限，良好的品牌溝通正是邁向全球化市場的最佳利器。

Tai Zi Glutinous Oil Rice spotlights its exclusive handicraft together with the brand conception in celebration of the birth of a baby after one month.

The delicate homemade cuisine eternally deserves so much praiseworthiness for conventional culture and ethics. As an old saying goes, 「Exquisite food can be bestowed upon relatives and friends at the third day of the birth of a baby.」 In spite of one-month-old celebration for a newborn baby, the traditional homemade glutinous oil rice has absolutely played a vital role in plenty of folk festivals. It goes without saying that the glutinous oil rice is considered as a token of delicious classic meal with nostalgic feeling that may bring back many pleasant memories deep down inside.

Considering that Tai Zi Glutinous Oil Rice has been prevailed for nearly half a century, YDC must put the element of culture into consideration that would be in accordance with the brand position. Just as eating rice dumplings on Dragon Boat Festival and enjoying moon cakes on Middle Autumn Festival, the folk rice dishes have played an important part in Taiwan social conventions. To identify the exclusive characteristic of glutinous oil rice, YDC therefore highlights the combination of contemporary cuisine as well as unique classic taste.

Followed by the brand reposition from the perspectives of culture and customs, the vision of image would be also taken into account. It would be the prime focus on such key words as Tai Zi (known as the brand name of crown prince) and Mi Yue (known as one-month-old celebration for a newborn baby) and Xin Sheng (known as newly born) and zun chong (known as great honor and privilege). YDC utilizes the color of red to emphasize the joyful celebration of the birth of a baby, which represents the newly parents glorify the blessing upon the newborn baby just as the cheers for one big event of the Oriental festivals.

The perception of the brand design stems from a state of bliss upon the one-month-old celebration for a newborn baby, further all the visitors of the website may enjoy the high spirits and also feel the power of new life and sustainability.

太子油飯，以代代相傳的好手藝結合新時代品牌概念，廣為頌揚彌月之喜。

一道料理即便家常，能夠百世傳承文化與人倫底蘊，便具有無可取代的價值。古諺有云：「三朝洗兒油飯香」，在台灣不僅在新生兒滿月時，在其他許多重要的民俗 節慶中，自家淘米、選料大鼎烹炒油飯以宴請四方，絕對是少不了的儀式之一；油飯作為地方美食、禮俗餽贈，所代表的意涵遠遠超過味覺本身，承載更多的是社會 共同記憶，所謂「古早味」除了味蕾的戀舊外，相信還有一層對往昔民風的追憶。

於是YDC在太子油飯專案中，必須考慮到油飯的特殊文化意涵，將之融入到太子油飯的品牌定位之中。太子油飯不僅是從民國46年起流傳近半世紀的好味道，更 能代表台灣油飯在生命禮俗環節中扮演的重要角色，其地位如同端午食粽、中秋吃月餅一般，是凝聚了文化意識的特殊飲食，因此YDC首先將突顯太子油飯的獨特 性，它非一般強調美味的在地美食，而是兼具現代飲食觀念與傳統文化色彩的獨特飲食品牌。

再以禮俗文化重新定位太子油飯的品牌獨特性後，接下來是其視覺形象的設定。太子、彌月、新生、尊寵在幾個關鍵字的並列下，YDC為表現出迎接新生的喜悅， 與將誕生視為個人乃至家庭的頭等大事，以鮮明的視覺，如同節慶一般的紅色作為太子油飯的新視覺形象，並壓有天下父母希冀兒女成龍成鳳的龍鳳紋飾，作為對新 生兒的期許與祝願。讓太子油飯品牌本身給人頌唱彌月之喜的觀感，從而產生與購買者一同分享、傳遞生命延續之尊貴的品牌印象。

而在網站的建置中，YDC承續鮮明、帶東方色彩視覺設計，並主要突出太子油飯與時俱進的現代餐飲技術，舉凡現代化控管、衛生檢驗、安全儲存等等，都以相應 區塊清楚呈現，展現太子油飯絕佳的品質保證。在產品的分類包裝上，著重搭配其廣納日式烹調之精粹來呈現，顯現其虛心學習的開放思維，足以堪稱是傳統產業現 代化的模範，讓太子油飯這個老字號，還有新生命。

台灣許多傳統產業其實都可說是台灣社會文化歷史當中的重要指標，若讓其品牌形象流失，無疑像是文化傳播的中斷，是極為可惜可嘆的。此次，YDC藉太子油飯 的品牌設計專案，也期望能讓台灣傳統產業能夠瞭解到品牌建立的重要性，自身的品牌價值。如今，太子油飯愈發增長的訂單率，除了受益於品牌的重新定位外，其 中無形積累的品牌價值，更為其鋪設一條更加寬闊的發展道路。

YDC designs a brand new image for GinWei to set an example of how to turn around from traditional industry image.

Gin Wei Enterprise was established in 1990, a subsidiary of Jy-Shenq Enterprise Co., LTD.? GinWei specializes in extrusion, focus in collecting scraps worldwide and reprocess into pellets. Gin Wei offers services including trading of prime and off grade plastic raw materials, trading of plastic recycling materials, toll processing, regrind, coloring, blending.

Considering business expansion plan and several industry competitions, in 2008 GinWei decides to consult with YDC for professional aid to enhance its website design combined with a brand new corporate image, and furthermore a notation of globalization shall be put into consideration.

The significant shift would assist GinWei to get rid of the constraints from traditional industry. Through the display of bright color green, GinWei can be presented as a young, energetic, and globally professional image. YDC employs exclusive design and conception to the brand reengineering of GinWei, a series of application covering company profiles in both Chinese and English, bilingual global website design, business cards and documents, product catalogs, product communication, etc. Through consistent brand visual design and marketing planning, YDC can complete such mission as brand reengineering.

GinWei global website and brand identity would begin in Q2 of 2008, which not only provides business partners all over the world with complete resources but also integrate business image and product and information. This way, it can reinforce brand value of GinWei; more importantly, all of the effort can boost the exposure and sales.

YDC替竣威碩造全新面孔；傳統產業形象翻升的典範。

竣威股份有限公司成立於1990年，母公司為志賸企業(Jy-Shenq Enterprise Co., LTD), 為國內專業塑膠原料(塑料)買賣 (正廠、副牌、再生料、粉碎料)、代客抽粒、代客染色的領導廠商，產品應用範圍涵蓋任何塑膠產品。

2008年，鑑於國內、外業務的拓展，以及產業競爭的日趨激烈，竣威決定提升企業形象來因應產業環境的改變，因此將的任務委託與YDC，期望藉由YDC在 企業品牌形象的專業經驗，協助竣威建置全新的企業形象網站，在其以往的形象上有了較大的改變及提升進，進而創造更全球化的形象。

YDC在這個專案裡的最重要的任務就是讓竣威能夠擺脫產統產業的束縛，透過明亮的綠色呈現，竣威變的更加年輕、活力、更專業；展現出竣威國際級的專業形 象。YDC延續相同的設計概念協助竣威規劃設計了一系列的應用及事務系統，內容包括：中、英文公司簡介型錄、雙語系企業全球網站、名片文件、產品型錄、一 致性產品溝通訊息等，透過一致性的品牌視覺設計與行銷規劃，YDC成功地完成了竣威品牌的設計建置任務。

竣威的品牌識別及全球網站於2008年第二季正式上線，全新品牌形象及網站不僅提供竣威在全球各地的合作夥伴完整的行銷資源，同時也成功的整合企業形象、產品，以及活動訊息，其結果強化了竣威的品牌價值，最重要的是這一切幫助竣威提升了銷售量。

YDC designs a global website for Zavio Inc. to integrate corporate image with information such as products and events, and furthermore to reinforce valued-added brand image.

Founded in 2006, Zavio Inc. is a network video solution provider and manufacturer with industry-leading Research & Development capabilities. R&D team has always been the breeding ground for cutting edge technologies, enabling these talents to apply state-of-the-art technologies to our network video products, making them the true global surveillance technology innovator. Having faced server competition, however, Zavio lacks of some exposure which they consult with YDC for professional solution.

The biggest challenge is how to sustain this brand value and combine consistent visual image and user experience and further link with brand image. The key issue behind the vision of business project lies in not just an official website but a brand portal.

The global website of Zavio Inc. would begin in 2008, which not only provides business partners around the world with complete resources but also integrate business image and product and information. This way, it can reinforce brand value of Zavio Inc. Moreover, it can strengthen the leading image of global core competence and technology innovator.

YDC替翰禹科技建置全球網站，新網站的一致性品牌形象成功的將企業形象、產品、活動訊息等整合一致化，更強化了翰禹科技的品牌價值。

翰禹科技雖然是一間非常年輕的公司，但卻是全球數位監控產品(軟、硬體)的研發設備的領導廠商之一，具有有世界級水準的研發能力，但是新的品牌不僅僅缺少 知名度，更要面對市場的無情競爭。有鑑於此翰禹科技瞭解到欠缺一個更強而有力的品牌策略及網站是問題的所在，於是聘請YDC來協助發展解決方案。
YDC在這個專案裡的最大挑戰是如何能夠繼續延續品牌的價值，並結合一致性的視覺形象、內容，以及使用者經驗，進而連結獨翰禹科技的品牌形象，這一切背後的原因在於翰禹科技需要的不僅是一個單純的企業官網，更是一個品牌入口網站。

翰禹科技的全球網站於2008年正式上線，新網站的一致性品牌形象以及架構不僅提供翰禹科技全球各地的銷售夥伴完整的銷售資源，同時也成功將企業形象、產 品，以及活動訊息整合於一致化的品牌形象中，其結果強化了翰禹科技的品牌價值，更豎立了領先全球的監視技術創新者的地位形象。

A-Po Fish Noodles, founded in 1979, has set an example of how such traditional industry would present their dedication and culture continuity.

A-Po Fish Noodles has gone through the transition from traditional industry to a new icon, which main product could represent fish noodles of Matsu and the culture itself. Along with military ban relief and tourism policy, Matsu has been transformed from a military base into a so-called 「Orient Aegean Sea」 tourist attraction. Thus, the most crucial theme for local government and corporations would focus on how to drive tourists' attention. In order to sustain the spirit of traditional industry and brand reengineering of Matsu culture, A-Po Fish Noodles has decided that YDC can be in charge of the whole mission of brand integration. Through professional devotion of brand visual design, YDC can help A-Po Fish Noodles establish a new brand image and value identity that can not only feature Matsu culture but also present its brand new image of traditional industry.

YDC differentiates the brand reengineering of A-Po Fish Noodles as two stages. The first stage is reposition. The main objective is to make a narrative by using the reinterpretation of traditional industry together with individual Matsu cultural connotation. Several individual elements, through long term discussion, have been discovered; the four components are sea, island, ink and wash painting (also known by its Chinese name shui-mo hua), and people. YDC integrates four ingredients into brand communication of A-Po Fish Noodles, including storytelling, products, promotion, culture, etc. There is no doubt that value-added conception of Matsu cultural package can upgrade brand depth and as well as implication.

The second stage is brand visual design. A-Po Fish Noodles requires an individual brand visual image, which possesses brand new visual originality covering Matsu cultural value and distinguished features of traditional industry. In addition of current logo, YDC creates a visual aid. First of all, the four characters of A-Po Fish Noodles would be highlighted in calligraphy to strengthen the entire visual effect, in an attempt to manifest traditional feature and culture implication; followed by matters such as application system, affairs system, and website, YDC establishes coherent brand image by using integrated visual design.

Fish noodles not only stand for Matsu traditional diet but also bear responsibility of local cultural sustainability. By means of professional YDC, A-Po Fish Noodles can be presented as a perfect combination of local food and culture, through an individual brand experience as well as value-added brand exposure.

成立於1979年的阿婆魚麵是傳統產業用心及文化傳承的典範。

阿婆魚麵是如今傳統產業轉型的一個代表，主要產品為能代表馬祖及馬祖文化的魚麵。隨著馬祖戰地政務的解除及開放觀光，馬祖已經從一個軍事重地轉換成具有東 方愛琴海之稱的觀光勝地，因此吸引觀光客成了當地政府及企業最為重要的課題，阿婆魚麵為了延續傳統產業的精神，以及馬祖文化的品牌重新定位，因此決定將往 後品牌整合的任務交付予YDC，希望藉由YDC在品牌設覺設計上的專業，協助阿婆魚麵創造出更符合馬祖文化的全新品牌形象及價值認同，進而為馬祖傳統產業 開拓出全新面貌。

YDC將阿婆魚麵品牌再塑分成兩個階段，第一階段為重新定位，其主要目標在於將魚麵這極為傳統的產業故事化，希望藉由對傳統產業的重新詮釋並加入馬祖文化內涵。經過長時間討論，我們整理出以下元素：
海、島、水墨、人等四組元素，YDC藉由此四組元素字整合於阿婆魚麵的品牌溝通之中，分別傳述阿婆魚麵品牌中的故事、產品、行銷、文化…等概念，希望透過馬祖文化的包裝加值，提升阿婆魚麵的品牌深度及深度文化意涵。

第二階段為品牌視覺設計；阿婆魚麵需要一個獨特的品牌視覺形象，一個需同時具備馬祖文化價值與傳統產業特色的全新視覺創意。YDC決定除了現有的商標之 外，再創造另一個視覺輔助，首先即是阿婆魚麵這四個字的視覺強化，使用書法來加強整體視覺，其目的是為了凸顯阿婆魚麵的傳統特色及深層文化內涵，
接下來的應用系統、事務系統、網站等， YDC以統一的視覺設計成功地塑造了阿婆魚麵一致性的品牌形象。

魚麵不再只是馬祖的傳統飲食，更背負著對當地文化傳承的責任，透過YDC的協助，阿婆魚麵、食、馬祖文化等做了一個完美結合，創造出一個獨特的品牌經驗及文化傳承的品牌價值。

Alika, the pioneer of Taiwan online service platform for activities networking, achieves the expansion of the 3G market for up-to-date mode of communication and takes the lead in response to the new generation network community.

Have you ever recalled the childhood scenario that you and your pal yelled at each other through Yakult containers? Did you ever smile because of the word-of-mouth movie stories? Nowadays the communication development appears overall endeavor under the triumph fulfillment of Babel. Notwithstanding the challenges ahead, communication still dominates the human technology development after all.

Under the 3G impact, the competition of Taiwan wireless communication has become severe. Without any exception, Alika has gone through the transition of communication technology. Even though digital convergence is considered as the mainstream, Alika is well aware of the industry core of sustainable success and truly believes the essence of connection is unique to the communication industry. In spite of technology innovation, Alika can make the best of modern handy mobile phone as well as network device to pave the way for multi-communication ranging from basic services to the system 「Interpersonal Intelligence」 that Alika has been striving to attain the goal.

Alika, the pioneer targeting Taiwan network community through online service platform for activities connection, entrusts this top priority to YDC. What is so-called communication? How to make it perfect? To answer the two questions, there are three principal components – Feedback, Delivery, and Buildup.

1. Feedback.
The definition of communication has close ties with the brand positioning. YDC could identify market segmentation for Alika to target the consumer group aged between 25 and 35 years old which shows they are the most commonly users under network communication. As a matter of fact, it is all about the new generation connection that Alika would establish a link for two-way communication under sustainable consensus.

2. Connection.
It is about the two-way communication. Among the brand planning, the communication mode and original intention has been taken into account. In the end, YDC could utilize the simple but sincere invitation for the network connection. When it comes to the passionate Africa continent, it is Alika's intention to send out an invitation that would be considered as the brand icon of one new business. The round and sunny-like logo design shows such qualities as friendship, passion, openness. The overall visual effect stands out due to image position of youth and sparkle.

3. Buildup.
Alika focuses on the way of invitation to establish a link and build up the popular Web2.0 which is the main type of user-oriented network and the big challenge as well. Considering application system and management, YDC could organize such functions as e-Card, Instant Message, MMS, Yahoo Kimo Shop, Photo, in an effort to help Alika streamline the procedure of activity networking and stand out the performance of interpersonal intelligence. In terms of homepage design, YDC highlights the user-friendly function of invitation card to attract people to visit Alika website and enjoy the visual presentation.
Nowadays Alika strands for an icon of booking your activity schedule and event time through this network service platform, which economic effect would demonstrate Alika's remarkable success and YDC's sustainable contribution.

領跑新世代網路社群新路，拓展3G版圖，博霖科技力創全新溝通型態，以成就台灣首家活動社群服務平台之姿，一躍成名。

還曾想起小時候與夥伴拿著養樂多瓶對吼的景況嗎?總是為老電影中街頭傳到巷尾卻總是誤傳的事件感到莞爾嗎?如今的通訊發展就像是為實現一個推倒巴別塔(babel)的夙願而努力，儘管前路漫漫，「溝通」究竟還是人類科技發展的主要驅動力之一。

台灣無線通訊業在3G浪潮下，此一兵家必爭之地，幾經潮起潮落，有人躁進有人撒手。紮根於此的博霖科技亦同樣經受了通訊技術的幾次質轉洗禮，相信數位匯流乃 大勢所趨，但博霖科技十分清楚自身產業實質內核，不盲從隨流，反到與YDC分享著:無論技術如何更迭，回歸溝通本質絕對是通訊業的唯一圭臬。於是博霖科技 不為逐技所囿，反而善用現代人無一可免的「手機」與「網路」設備，鋪設一條多向性的溝通之路，從溝通無礙的基本服務，到建構出多元並以人為本的「智能溝 通」系統，無限串聯、便捷溝通、無私分享可以說是博霖科技力圖達到的一大願景。

創立台灣第一個以活動聯結作為網絡社群主題的博霖科技，拋給YDC的首要課題，便是何謂溝通?如何作為?兩個問題，我們以「回歸、傳遞、搭建」三個步驟作答。

第一、 回歸
溝通的定義與博霖科技的品牌定位是密不可分的，而何謂溝通的背後尚有一個誰在溝通的問題待解。於是首先YDC為博霖科技做得是明確的市場區分，鎖定 25~35歲有經濟收入的族群，瞭解其中通訊工具重度使用者，關於新世代溝通的想法，而與博霖科技在「溝通」上它是雙向的傳遞，並將循環不息的共識。

第二、傳遞
溝 通是雙向的傳遞，傳遞的方式與初衷是在整個品牌規畫的過程中，必須著重思考的。最終YDC採用一個單純、良善並熱忱的動作－「邀請」，作為傳遞的樞紐，而 在熱情洋溢的非洲大陸，Alika正有著誠摯邀請之意，於是YDC以此作為博霖科技新開發業務的全新品牌代稱，以其圓潤、陽光的商標設計傳遞Alika友 善、主動、自由的質素，整體視覺朝向青春、耀眼的方向定調。

第三、搭建
Alika 強調以用戶透過主動的邀請，串聯彼此自由溝通，而眾所周知Web2.0便是用戶主導的網站類型，於是將Alika網站建基在Web2.0之上再合適不過。 但最大的挑戰也在於此，為符合公眾使用與建置方的需求，Alika的應用系統與事務管理必須十分靈活，在這方面YDC將電子賀卡、簡訊、MMS、奇摩商 家、相簿等為Alika所用，簡化用戶主辦活動的過程，更將溝通智能化。而在首頁設計上YDC突出邀請卡的功能，不僅讓初次使用者能迅速進入Alika的 世界，也豐富Alika的視覺呈現。

如今Alika已成為網名喬活動、喬時間的代名詞，藉由用戶之間多點傳遞所帶起的經濟效應更是不容小覷，我們為Alika喝采的同時也在為YDC的成功感到欣喜。

博霖科技全球網站於2008年上線，想知道更多博霖科技的相關資訊，請參訪http://www.alika.cc/。

Unlike other direct sales, Syntec is second to none by means of integrated marketing communication in branding during the period of economic recession.

When people keep away from some industry over the job search website, think about if it is a warning of business operation against the trend of market, or maybe it is about brand image. Direct selling is about individual sales agents reaching and dealing directly with clients. The cost for an individual to start an independent direct selling business is typically very low with little or no required inventory or other cash commitments to begin; on the other hand, it can advance the product quality. While the business is flourishing, some speculations may focus on short-term profit but cause the damage to the brand image.
The headquarters of Syntec is located in the US. With state-of-the-art technology and advanced base of manufacturing, Taiwan has been the center of the Asia market. Syntec is very proud of its R&D; however, it is a big challenge for direct selling to stand out in Taiwan market. Thus, that is the reason why YDC can provide the best solution to do the exact brand planning as well as a series of promotion.

Syntec has gained a good reputation of brand valuation in the US. When it comes to Taiwan market, it is necessary to take some local elements into consideration and brand planning would be the priority to create the brand awareness. On the other hand, the product quality really counts in direct selling. To differentiate typical multi-level compensation plan of direct selling, YDC can establish brand strategy featuring product philosophy and product lines. Under such circumstance, Syntec can make it to raise brand recognition in Taiwan.

At Syntec Nutraceuticals, the goal is to enhance people's lives by providing them with superior, innovative nutritional products and a lucrative independent business opportunity. Just like one slogan 「Health plus wealth」, it's as simple as that. Considering the principle and mission, YDC can deploy the brand planning including catalogue design and business handbook and dealer Manual. At the core of the brand image, the basic tone shows the real life and human nature. The shape of ripple and some circle decoration can complete the whole image, which indicates product quality and technology innovation and further network buildup, in an effort to ensure not only customers but also distributors are the number one priority to learn that humanities concern from Syntec Nutraceuticals.

Keep the social responsibility in mind, YDC can deploy the brand planning and Syntec may ensure its product philosophy and business mission. Syntec started from May 2008 in Taiwan, but the company has gained an outstanding reputation over time. After all, good ethics is good business.

褪下直銷業包袱，新田健康食品逆向操作，藉由品牌溝通證實核心價值，在景氣頹勢中輕裝上陣。

當一個產業在求職網站中，被設置為求職者要求屏蔽的選項時，我們必須去思考，該產業是否以有違市場追求的方式營運，又或者它的品牌形象有待扭轉。直銷，作 為直接以接觸終端客戶的經營模式運行，其實是很好的以節省管銷費用的方式，提升產品品質。只是當該產業興盛時，不免有投機份子趁勢而起只顧短期收益，棄產 業形象於不顧。

新田健康食品公司來自美國，擁有多項科研技術與先進的生產基地，在打入以台灣為核心的亞洲市場時，新田對自身研發的健康食品擁有絕對的自信，卻對如何能夠 躋身台灣直銷業產生了觀望。針對不同市場開發新田必需做好足夠的事前調查研擬最佳方案，這其中新田借重YDC在品牌規劃上的成就，邀請我們為其規劃品牌形 象，參與一系列宣傳手冊的製作。

新田在美國市場雖具有一定的品牌價值，跨海來到台灣仍需因地制宜，在陌生的場域中重新建立品牌辨識度，進行品牌的經營維護亦是首要之務。眾所周知直銷業屬 於口碑事業，績效終究回歸到商品本身的優劣，於是YDC在為新田設定品牌規劃策略時，拋下以往針對拉攏直銷商的「人海戰術」先行的方案，而採突出健康食品 本身的策略，當健康食品本身的理念能夠為多數人所接受時，新田在台灣市場深耕落戶發展公司規模自是水到渠成之事。

訂定策略方案後，我們以新田公司「活出美好」的議題進行深化，認為活出美好應當是健康與財富兼備加上心靈的安適充足。因此在分別針對客戶、經銷商所設計的 產品型錄、事業手冊、經銷商手冊時，YDC以貼近生活本真的基調來體現其主軸，個別再以水波紋以及繽紛圈點輔之，強調產品近乎純淨的品質與水溶性的食用特 性，和為生活、事業與人際注入明亮色彩的夥伴關係，完成整體視覺印象。力圖讓不論是客戶或經銷夥伴，首先感受到的是新田健康食品的草本天然以及健康背後的 人文關懷。

健康食品同時是良心事業，在YDC為新田設定品牌規劃的同時，新田更加明確並重視本身產品哲學，本著共享美好的初衷，自08年5月上市開始，新田公司已日益擁有口耳相傳的好形象，以超乎預期的時間詢問度大大提高，儼然有蔚為風潮之勢。

YDC resolves on the complete planning of product identity and establish the global website in order to reinforce the brand image of ASMedia Technology Inc and boost the sales.

ASUSTeK Computer Group founded ASMedia Technology Inc. in 2004; the company engages in system-on-chip (SoC) IC design and implement projects successfully from research to mass production including PC, IA and consumer platform, and provide a comprehensive solution. Nowadays ASMedia is considered one leading role in IC design field, and they have earned a well-know reputation along with world-class professional competency of SoC IC design.

ASMedia has recognized the fact it is a must to improve the corporate image in accord with the business development. Under such circumstance, therefore, ASMedia has determined to turn to YDC for the task of official website redesign. By using the know-how of brand design and Internet application, YDC can build up a brand new official website and further create global brand value.

As a matter of fact, the crucial determinant of the design planning would be the product characteristics of ASMedia Technology Inc. In terms of corporate image redesign and communication, YDC realizes the fact that ASMedia needs to target significant customers of B2C. Compared with product lines, there is an obvious challenge to stand out the brand image among the competitors. It is important to come up with a solution to clarify the of SoC IC product design-based message; that is to say, the visual enhancement of IC chip product. First of all, YDC sets up a complete product identity mechanism. All products lines should be identified by diversified colors. The level of likeness determines the degree of tone, which may not only enhance the product identity but also establish the brand image of ASMedia as a trustworthy partner; furthermore, it may reinforce the overall advantage in SoC IC design field so as to target the niche market.

Next, YDC would design the official website with global vision for ASMedia Technology Inc. The whole project involves communication strategy, website planning, content design, website design, YDC back office management system installment, multi-language, and other professional services. To stand out the individual culture of ASMedia in the best visual effect, YDC utilize the method of illustration to demonstrate the business image in place of normal presentation of photos, which would be in association with dynamic visual effect just as the narration of product overview. The global website of ASMedia kicked off in January 2009 in hope to provide the best solution to the target customers and also sustain the brand image of innovation in the world-class professional role of SoC IC design.

多媒體高階整合晶片巨擘

YDC替祥碩科技建立一系列強而有力的產品識別及全球網站，其目的只有一個：強化品牌形象並提升銷售。

祥碩科技於2004年由華碩電腦集團所持股投資子公司，著重於多媒體整合控制晶片及高速類比電路設計開發，不僅在硬體電路技術上穩固紮根，亦利用自身多媒 體應用軟體整合之資源，提供國內、外相關產品系統製造廠商完整的多媒體影音解決方案及服務，如今更是全球IC晶片設計的領導廠商之一，具有有世界級水準的 IC晶片設計能力。

此時祥碩科技體認到企業形象的提升必須與公司的成長同步，因此決定將企業網站的改版規劃設計任務委託予YDC，期望藉由YDC在企業品牌形象及網際網路上的專業，能夠協助祥碩科技建置全新的企業網站，進而創造更全球化的祥碩品牌價值。

如何透過網際網路展現祥碩科技的產品特點，其實就是此次改版任務的關鍵，在重新規劃祥碩科技的企業形象與溝通訊息過程中，YDC認為祥碩科技溝通的對象是 B2C的品牌大廠，但是我們也發現在相同產業中，產品外表其實都非常相似，無法突顯其產品特色及品牌形象，如何讓祥碩科技的產品能夠跳脫出該產業的框架是 第一要解決的問題，於是YDC排除了以產品外型為主的溝通方式，決定建議立一套明確並以IC晶片產品為基礎的品牌訊息：IC晶片的產品視覺強化。

YDC的第一步就是先建立一套完整的產品識別機制，一套完整有力產品識別Icon，將所有的產品線以不同的顏色的來區分，相同產品的高、低階再以顏色深淺 來定義，一方面加強產品識別度，一放面塑造祥碩科技是一個值得信賴的合作夥伴，進而則是強化祥碩科技在高階晶片IC設計的全方位優勢，以吸引相關產業需求 的利基客戶。

第二個步驟就是協助祥碩科技規劃建置一個具全球視野又能夠展現出產業、產品特色並帶著祥碩品牌形象的企業網站。整個專案內容則包括：溝通策略、網站規劃、 內容規劃、網頁設計、YDC後台管理系統的導入、多國語系等以展現出完整及專業的服務。此外祥碩科技具有獨特的企業文化，YDC也期望能創造一個符合其特 色的視覺形象，既能帶出企業價值又能符合產品特色，YDC屏除了一般網站使用圖像式的操作手法，運用向量插畫的方式呈現其主視覺的形象，配合動態的視覺呈 現效果彷彿說故事般的引導著瀏覽者進入祥碩科技的產品世界。

祥碩科技的全球網站於2009年1月正式上線，希望透過這個網站提供給客戶更多在產品應用面上的解決方案及完整的銷售資源，並同時強化祥碩科技的品牌價值，更豎立了領先全球的IC晶片設計創新者的地位形象。

When it comes to creating brand value, the company starts from the aspect of products in order to differentiate others that research and development can excel in product performance. From customer perspective, however, all of them would be solely transistorizes.

Most of the time consumption can be such an impulse or perception. Personal consumption experience can be more important than specific description whereas customer experience dominates so-called abstract perception.

Customer experience can create the perception by virtue of consumption or using products. Experience-oriented marketing includes consumption situation, consumption section, time, function, and life style, etc. It is not enough to use the specification to standout product advantages or do the product promotion; nevertheless, reverse operation can target the customers to penetrate into their life.


Brand value derives from customer retention

Thanks to technology advance, product function and characteristic can be improved by leaps and bounds. Accordingly, product quality should be competitive to attract customer attention. In other words, it would be beneficial to provide superior customer service and put their perception into consideration. YDC is well aware that new generation demands both quality and ambiance with memory between customer and product that differs from the previous customer requests.

Take such convenience stores as 7-11 and FamilyMart for example, it is available to customers 24/7 (that is 24 hours a day 7 days a week) under round-the-clock chain store service with sound facilities and friendly atmosphere. Success in convenient store management can provide any customer with convenience service available at all times without interruption. Upon spontaneous request from any customer, the first perception should be the convenient store nearby people could stop by at any time at any place, which is so-called customer retention.


A top priority to satisfy customer expectations

In spite of excellent products, a company must provide superior added value behind good service and product. For example, even airport style and plane type of Singapore Airlines are similar to these of other airlines that could bring customers with particular experience such as customer service. From check-in to boarding and flying, any customer may enjoy all lovely services with an impressive image that makes customers feel easy like a home. All unique experience can win the utmost praises from the majority customers in comparison with other airlines. For YDC, it is the most important core brand value that creates sound experience and transform into consumption.

To create the brand value, considering all considerations to attract and retain customers, both customer retention and customer expectation may result into the feedback of customer experience. Through the scenario analysis, YDC helps build up business brand and excel brand value and image; furthermore, success in business and development can be attainable.

企業在建立品牌價值時，大多從產品本身開始琢磨，創造不同於其他商品的特色，研發超越其他商品的功能，並且致力於呈現、推展關於商品本身的所有優點。但是對於顧客來說，那些都僅止於「形容詞」的華麗。

很多時候消費是一股衝動、一種感受。因此，如何讓顧客獲得親身感受的消費經驗往往比「具體的、工具性的說明」更來的重要。而這些抽象卻可擬的感受正是奠定於顧客的經驗。 　 　顧客的經驗，一般是透過消費或使用產品來「產生感覺」。而由「經驗」著手的行銷包括了消費情境、消費區域、時間、使用狀況、生活型態…等。這已經不是藉 著產品的功能規格，說明產品優點，或由產品本身去延伸推廣就足夠的；而是反向操作，從顧客方下功夫，滲透入顧客的生活。

品牌價值來自顧客被滲透的記憶
科 技日新月異，產品的功能與特色也都不斷的再提升，產品的品質以些微的差距在爭取著顧客的賞識，此刻出線的往往是給予顧客更溫暖的服務，照顧到顧客的情緒感 受。YDC也察覺到，有別過去顧客群的不同，新世代的顧客有著截然不同對產品的要求，他們需要的是「品質」與「氣氛」兼有，也是一份屬於顧客與產品的記 憶。

以 便利超商為例，7-ELEVEN與全家，皆是設點廣多、24小時不打烊、完善的設備、良好的商品、親切的服務，加上溫馨的氛圍，成功營造便利商店就是你的 「家」、「鄰居」，因為它的無所不在、隨時隨地能為每一個消費者服務，顧客自然的在有需求時，第一個想到的就是它，這就是顧客的記憶。

建立滿足顧客期望為首要
顧 客不再只滿足於企業能提供良好產品，他們更在意，企業所給予的服務、商品以外的附加價值。如新加坡航空，雖然使用和其他航空公司相同的機場與機型，但是顧 客卻能感受到不同於其他航空的服務品質，從機場報到，一直到登機、航行等過程，都能享受到無微不至的親切服務與形象，讓顧客彷彿在家一般的輕鬆，讓旅程變 得更自在舒服，並一點一滴由感受累積成經驗，贏得多數顧客的肯定，超越其他航空公司。而這也是YDC建立品牌價值最重要、基礎的第一步，使好經驗發生，並 且轉化成購買習慣。

發 展品牌的路上，所有吸引、留住顧客的條件，不論是顧客的記憶還是期望都是屬於消費者經驗的反饋，但品牌價值的建立，絕不是靠運氣，顧客良好的消費經驗也不 是憑空發生。透過YDC多面向的洞察與分析，我們協助企業管理品牌並使企業的品牌與形象提升，藉此成功的達到獲利及成長。

Exclusive distribution can be regarded as the mainstream of brand awareness during early period. Instead of grassroots marketing, this brand image has a monopoly for the individual product. Facing technology advances and soaring piracy, the more homogeneity of products, the less reach of customers. The sensation-oriented brands can create the brand association and enlighten the brand equity; those products that maintain the highest brand awareness compared to the competitors can not only gain the most sales but also obtain the brand recognition.
 
In face of dynamic market nowadays, ASMedia Technology Inc. invested by the group of ASUSTeK Computer would adopt a brand project to evaluate the brand value for sustainable business management. ASMedia, one of leading global IC design vendors, began with OEM (Original Equipment Manufacturer) management module and now has expanded to topnotch OBM (own brand manufacturing) that proves the renovation on brand value has put into practice. YDC provides the total solution to the project that verifies the fact that brand value assessment would play a vital role in corporate development.
 
The evaluation of brand strengths includes customer loyalty, brand association, and brand awareness, etc. As far as brand value is concerned, YDC categorizes brand perception and brand identity as two criteria of evaluation, and the index can classify the brand maturity into four stages: new brand/ non-positioning, niche brand, potential brand, and brand leadership. Each stage specifies its mission. Specifically, the first stage lacks the whole brand image that makes it hard to distinguish; niche brand requires to standout the brand features; in spite of reputation, potential brand still demands sound management in recognition of customer loyalty; brand leadership should strive to sustain the brand management.
 
Brand awareness is positioned as horizontal axis of the valuation assessment that would relate to whether the brand position can be acceptable by the customers. For new brand/non-positioning stage, YDC must build the brand communication bridge between the clients and their customers. If there is any gap of brand awareness for potential brand, it needs to adjust such components as core value and perceived association and visionary transmission. Brand identity is spotted as vertical axis of the valuation that identifies the brand value recognition. Foresighted brand strategy and bright vision design can lay great stress on the brand image that can spotlight the brand recognition and successfully penetrate the target market.
 
There is no exact formula to brand planning. As a matter of fact, YDC has been a professional brand solution provider in association with technology, internet, culture and education, and food industry and so forth. Each brand practice proves the importance of brand planning. For any formula of brand planning, the brand value assessment is the exact prescription that would strengthen and improve individual condition. For YDC, the ultimate goal of brand evaluation is to adopt the right brand position to target the right audiences.

「僅 此一家，絕無分號。」算得上是品牌意識的早期表現，以唯一的、獨特的品牌形象搶攻市場，而非生硬的、一廂情願的老王賣瓜，向顧客強制行銷產品的功能面。如 今在這個技術膨脹同時又是盜版猖獗的時代，商品同質性越來越高，傾向功能面的闡述更是難以觸及顧客的共鳴點，反倒是將產品屬性導向於顧客情感經驗的品牌， 能固守住一片江山，利用品牌建立起的高度聯想與認證信賴，讓企業得以彰顯自我價值以區別與他者的不同，也藉以保障企業資產的不受侵奪，讓顧客產生某項商品 非某品牌莫屬的認同感，以杜絕張冠李戴的情況發生。
 
今年，市場一片動盪，在人人自危的環境下，由華碩電腦集團持股投資的子公司祥碩科技反而以訂定品牌價值再評估的計畫作為企業再出發的新起點，祥碩科技企業 實力位居全球IC晶片設計領導廠商之ㄧ，由起初的OEM經營模式上升到如今具有標竿意義的OBM企業規模，愈發重視品牌價值的維護，也藉由時時的品牌價值 評檢制訂階段性的革新方案，讓品牌實績終能向領導地位邁進。YDC品牌發酵策略顧問作為祥碩科技品牌價值評估案的策劃執行方，也在過程中驗證了品牌價值評 估對公司發展決策的重要性。
 
品牌實力評量包含了如下內容：顧客忠誠度、品牌聯想、品牌知名度等等，相當於一份具現代思維的市場調查，在品牌價值評估當中，YDC將之統合為「品牌認知 價值」及「品牌識別度」兩項評量標準，其高低指數正好可以將品牌成熟度區分為四個階段：新品牌/未定位品牌、利基品牌、潛力品牌與領導品牌，每一階段都有 特別需要導正的方向，例如第一階段缺乏的是整體一制性的品牌形象，面目模糊難以辨認是最大問題；利基品牌需要的是品牌個性的突顯；潛力成長階段則雖獲有知 名度，但在涉及顧客忠誠度的認知價值上仍需更好的經營；領導品牌則必須嚴防品牌維護的中斷、輕忽市場而復降至任一階段。
 
而在價值評估中作為橫軸的品牌認知價值自然牽涉到品牌定位能否如實讓顧客接受，在新品牌/未定位品牌階段，YDC必須為客戶尋找與顧客之間的平衡點讓品牌 成為橋樑，彼此傳輸正確訊息，以確保客戶方的市場定位；而若認知價值在潛力品牌中出現了客戶與顧客認知上的落差，便需要即時扭轉涉及核心價值、既定聯想、 視覺傳達等諸項設定。縱軸上的品牌識別度則在認知價值確立的基礎上，以前瞻的品牌策略，一制、完善、鮮明的視覺設計強調品牌個性，拉大品牌差異，聚焦與眾 不同之處，因為唯有當企業在十分清楚自己是誰的情況下，才能告訴顧客我們是誰，否則模糊的品牌烙印、難以名狀的商品，都將成為市場孤兒乏人問津。
 
品牌經驗有規律卻無定式，各品牌在不同階段都有待解的問題，並不適宜各企業貿然套用品牌公式。YDC至今完成有科技、網路、文教機構、食品等不同產業的品 牌價值評估與策略執行，每個成功案例都說明了針對品牌問題用對藥方的重要性，品牌價值評估正是醫師手中的處方籤，面對不同體質做針對性的強化與改善才是根 本之道，用對的品牌定位發現對的市場，協助客戶獲利才是YDC價值評估的終站。

Think of the transformation from the traditional society to the modern society, people honor the business sensation over ancient times and our generations have witnessed the legend of God of Management Wang Yung-ching who founded a large business empire in Taiwan. Those influential entrepreneurs continue to pass on the so-called 「Soft Power」 as well as 「Power to Lead」.
 
The success of soft power heavily depends on corporate culture and brand philosophy; soft power is the most valuable element in accomplishing brand awareness valuation. Considering the impact of soft power, YDC have engaged in branding to create the projected image that is associated with certain characteristics of a product or service that make it unique. Brand awareness is therefore generated by the combination of creating and maintaining a brand value together with brand experience that has been widely used in the marketplace. This brand valuation that comprises managing the projected image can be highly effective in convincing customers to pay money for service or products, rather than a valuation that covers the cost of raw materials plus manufacture and distribution. The higher awareness the valuation shows, the greater recognition the brand honors.
 
Brand awareness valuation dominates the brand value itself, and the earlier issue 「Hermas Birkin Bag」 may show the significance of creating brand awareness valuation. This issue of Birkin Bag dates back to the infamous maneuvers of one of Hermas sales persons in Taiwan boutique by manipulating the premium counterfeit for illegal sale of NTD200,000~800,000 per unit, which has ended up with 250 millions of unprecedented compensation claim. The most astonishing was that the markets have been flooded with such counterfeits and several brand chasers are willing to pay at high price. As far as brand awareness is concerned, the valuation behind the brand experience reflects its high brand loyalty and recognition in Hermas that proves the impact of branding as well as the influential role of soft power.
 
Nowadays brand planning is most likely to be limited by such common customs of corporate identity as new jargon or visual effect that may rebuild the image within a short period but could not benefit long-term brand value. Keep sustained brand management in mind that YDC begins with the cord value through the communication with the clients to create the brand awareness valuation to empower the soft power. This professional brand management, supported by a cleverly crafted brand planning topped with high awareness valuation can be highly successful in these fierce business competitions.

以義制利、誠信為本的晉商大賈，在重農輕商的傳統中國社會中，曾經締造了富可敵國的輝煌；信守台灣一整代人奉為生活信念的勤勞樸實、止於至善的王永 慶先生，更是在台灣經濟奇蹟的扉頁上寫下了濃墨重彩的一頁。無論是在明清兩代縱橫歐亞大陸的晉商，還是說不完道不盡的台灣經濟之神，均為後繼者留下取之不 竭的軟實力(Soft Power)。
 
軟實力即企業文化、品牌精神，它作為企業脊柱是成就品牌認知價值的重要元素，軟實力的提升最終將以顧客對品牌認知價值的肯定作為回饋，為客戶奠定軟實力， 獲取高認知價值也是YDC品牌策略中至關重要的一環。所謂認知價值，是顧客藉由對產品的認識、結合品牌經驗與理解市場價值綜合得出的一項產品價值認定。市 場上已可見越來越多的客戶採用「認知價值定價法」來為產品定價，而非以產品本身的成本價、利潤空間的方式作市售價格衡量，而認為只有顧客在情感上可以接受 的價格，才握有產品長期銷售的競爭力，同時累積品牌忠誠度，由此顯示出越是獲得高認知價值的品牌，越是證明了該品牌價值的彌堅不摧。
 
認知價值的高低直接影響了品牌價值本身，前段時間著名的「柏金包事件」便充分說明了創造認知價值的重要性。「柏金包事件」起於法國知名品牌愛馬仕前在台專 櫃銷售員，以特A級柏金包贗品充當正品銷售，期間仍以每個20~80萬元不等的高單價獲取暴利，最終以判賠2.5億元史無前例的高訴訟賠償金作結。這起事 件中最為令人瞠目結舌的，不外乎是仿品柏金包仍可以如此高單價售出，其實細查坊間假冒柏金包不計其數，在網路、夜市等地流通的仿品單價至多千元，但在精品 旗艦店內販售的特A級仿品，卻可以幾十倍的價格出售，而願意以高價購買者並不在少數。這從側面反應出柏金包在顧客的認知當中，不論款式何如、材質何如，已 從市售價格反應出它的高認知價值。而柏金包高認知價值的背後，是對愛馬仕品牌的高度認同感與品牌忠誠度，從末端產品的高品質到品牌軟實力的支持，均保障了 柏金包歷時不衰、不受市場浮動的強韌競爭力。
 
為了順應潮流，品牌規劃對許多客戶來說可能僅止於CI規範的全新設定，用新的語言、新的視覺尋找產品與消費者之間的新聯繫，企圖在短時內汰換企業形象，而 對CI設計趨之若鶩，但是過分依賴品牌外在形象的建立，往往無異於累積長期穩定的品牌價值。為了不讓客戶總在追求短期利潤、淪於反應成本的操作模式，致使 產品終在市場機制中載浮載沉，YDC為客戶所做的是從尋找核心價值開始，創造認知價值並奠定品牌軟實力，我們相信在企業競爭中，比拚過產品優劣、公司規 模、財務實力，唯有回歸到市場，藉由品牌規劃擁有高度認知價值，才是最終致勝的關鍵。

◎Well goes an old saying, 「It is the best of times, it is the worse times.」 - Charles Dickens, a Tale of Two Cities. 
A great deal of global enterprises has been hit by financial tsunami since the end of 2008. The United States and the largest European economic body Germany has suffered the extreme recession, and there is no exception to Taiwan. During the time much of the industrialized world entered into a deep recession sparked by a financial crisis that had its origins in reckless business operation. A global recession has resulted in a sharp drop, and business unrest and changes have appeared in the wake of the crisis. However, the aim of business is to focus on how the present economic crisis can lead to a business innovation in industries and how the state can best play an active and facilitating role in this market momentum.
 
◎Business climate has changed
Facing such business climate change, business revolution would be a top priority to address how in the global recession business decision makers and policymakers should think outside the box and reconsider business plans and strategies. We have witnessed excellent achievement under traditional Taiwan B2B marketing mechanism. Nevertheless, value of rationality under rational management could not work well facing such global marketing as B2B2C or B2C. It is about time for brand-based industries to keep your businesses floating until the flood waters are gone.
 
◎Branding dominates the business success
The result of the Global Top 500 Brands List is based on a survey on world renowned brands whose market share, brand loyalty and global leadership have all been evaluated. It is obvious that branding has the powerful influence in business development. When it comes to Taiwan B2C market arena, there are few successful practices such as Giant Bicycles, Acer, and BenQ. It's about time to crate a business and economic phenomenon. It's a critical moment to make the best of business opportunity for brand value. YDC believes brand image lies in high involvement. How can business profit from an economic recession? Go global, think local, and brand equity can make it happen. 
 
◎It's all about brand
In association with business partners, YDC endeavors to stand out individual equity of business representing the most fundamental ingredient of branding recognition. The key concept of branding requires delicate brand design and planning to put into practice. YDC thinks it as a commitment to stand out brand story of business and brand image can be the focus of attention to optimize brand positioning. Brand design would be the last mile among brand communication, and brand concept has been deeply rooted in brand itself. This brand equity is considered as the exclusive asset of business. There is no doubt that brand surpasses the product itself. As Nokia to Finland and BMW to German, so is culture to brand. Last but not least, it is the time to conduct proactive brand strategy targeting business equity and quality guarantee.
 
It is a commitment for YDC to help business partners with brand positioning and brand recognition by means of strategic thinking together with visual design.

◎狄更斯名言需要倒過來說 : 「這是最壞的時代，也是最好的時代。」
自2008年底起，金融海嘯再次席捲全球，世界各大品牌企業無不領受其衝擊，美國及歐洲第一大經濟體德國都呈現最大幅度的衰退，台灣市場自然無法自外於 此。而每一波經濟危機，雖然傷財無數，元神耗損，卻也同時考驗著各產業韌性及其適應體質，以及市場結構是否穩定合時，是否需要調整因應等等，儘管教訓沉痛 卻敲響市場轉型、企業改革的一大警鐘，於是乎，足見這是個市場競爭激烈且動盪的時代，一切是這麼白熱化，但在金融風暴背後這同樣是個梟雄崛起的年代。
 
◎因循守舊已無法固守疆土
面對整個金融體制、經濟市場如此大的驟變，如果依舊維持舊式思維，無疑大幅增加了被市場機制遠遠拋下、淘汰的機率，在此消彼長的競爭之中，各類型產業都必 須重新思考經營策略這件事。在台灣，傳統的B2B市場我們絕對擁有高制度、高效率的經營成果，然而「理性經營」模式所生產的「理性價值」到了邁向全球的 B2B2C或者B2C市場，就開始出現體質不良的徵候，此時，著重品牌經營策略的企業，即便不是手操勝券，也是為自己在市場機制內繼續生存而增添了重要的 籌碼。 
 
◎品牌是決定企業成功與否的關鍵
世界排行前500強企業的評比中，是以品牌影響力、品牌忠誠度、市場佔有率、全球領導性四項作為評估標準，可見品牌建立的重要性，它關乎企業未來的生命 力，而非當下的暴利牟取。在台灣B2C市場上足以在全球範圍內擁有知名度的仍屬少數，可供借鑑的成功經驗有捷安特、ACER、BENQ等。然而台灣經濟市 場的發展，是足以讓我們擺脫過去以製造代工獲取微薄毛利的時代，在受到全球金融風暴衝擊的這個當下，恰是我們大刀闊斧改變思維的時候，市場的轉變給予我們 重新思考品牌策略，是大膽擴張品牌價值的最好機會，YDC認為唯有藉由品牌形象的建立，用心耕耘「高情感投入」(High Involvement)才有紮根本土跨足國際的本錢，而向國際化邁進的品牌，也才得以擺脫削價競爭的惡性循環，維持自身產品的價值與獲利。
 
◎品牌關乎情感，擁有歷時不衰、堅貞不移的特質
YDC在參與客戶提案時，需要誘發出企業的獨特性，以營造出對外的情緒氛圍，因為面對市場眾多商品，顧客在做最終選擇時其因素往往簡單的令人意外，這也是 企業經營者所忽視的，它是關乎感性、直覺的一個認知過程，這是難以分說的一種情感面的因素，可以說創新與感性是發展品牌的關鍵所在。 而這個關鍵是需要心思周密、切身設想的規劃與設計來完成的，YDC以作為企業與顧客間的橋樑為己任，將訴諸於品牌故事的所思所想，具體為可感可觀的品牌形 象為依歸，發揮出品牌策略的最大優勢，而設計作為最後一哩(The Last Mlie)是品牌溝通付諸實踐的最後一步，卻不少人以為設計便是品牌的全部，YDC需要做的，是將品牌概念深入到方方面面，再由設計提煉出最精粹的部份， 這是一項需要時間與情感投入所建立的無形資產，卻也是同業間無法掠奪的企業本色，難以估算的企業價值所在，綜觀全球，NOKIA之於芬蘭、BMW之於德 國，品牌訴說的已經超越了產品本身，卻為其附加了無可取代的文化價值。YDC相信是時候擺脫我們理性、毫無臉孔特徵的經營方式，以具有前瞻性的品牌策略， 打動潛在客戶群，尋找出企業價值，也為台灣企業謀得一個走進全球視野內的出路。

As Mark Leonard mentioned in his book 「What Does China Think?」 we know that China is changing so fast that the maps in Shanghai need to be rewritten every two weeks. Since China launched a reform and open-door policy to boost its economic development China has brought their folks from backwardness into modernity concerning agricultural reform and coastal-city open-door plan and west-bound and Economic Zone on the West Coast in just 30 years that the world has witnessed rapid and significant economic growth in the Chinese mainland.


Through assimilation and internalization of China economic market, it has evoked the sensation that Chinese manpower should not be just for OEM (Original Equipment Manufacturing) but OBM (Own Branding & Manufacturing) which is a master bridge to the world. From enterprise to country, branding can be so-called national China Shining Star Plan. Under the appeal of peaceful rise, Beijing Olympics would be a turning point to boost city and enterprise brand; brand management can be raised up to the level of national soft power that paves the way for prime image-shaping diplomacy. Under such circumstance, during the first quarter of 2011 China enterprise has come in third place globally, second to US and England, by total amount of merger and acquisition. Such achievements can make an effort to shake off the dilemma of 「Made in China」 and further move toward 「Made for China」


When it comes to Taiwan enterprises, they are mostly content with status quo since they overlook the economic interest derived from the brand. When we still think over the business transformation of OBM, the China brands are springing up all over the place. It is true that China has far overtaken Taiwan in terms of international brand value. When it comes to the ranking of 2010 brand value, China Mobile won the first place as US$ 22.6 billion while Acer Group ranked the first in Taiwan brand value as only US$1.4 billion. A wide gap in brand value has shown the biggest threaten would be OBM.


When it comes to the issue of China Netting versus Taiwan Angling, it can be comparative as follows. The former can soon take effect but the quality appears uneven and lacks permanency; the latter may take effect slowly within the limit but the brand can last long. Without strong backup and guide, the process of Angling may face the challenge and waste a great of cost that can not meet the goal of OBM.
YDC would be the trouble shooter that strives for brand position and strategy and visual design together with global viewpoint and local thinking. YDC sticks to the combination of development – vision, position, strategy, and market – to aid Taiwan corporations to reshape the image and create prime brand value. Facing the lack of domestic market economy, it is essential to utilize brand power toward global market which is the key to the brand management. On the other hand, YDC assure any brand should feature its individual local characteristic.

Taiwan brand owns its exclusive feature that China cannot replace; in other words, it is the native humanity and affection from the land of Formosa. Under brand position and global market as a priority, it is vital to establish its own brand with indigenous feelings which can be the best chip to hit the market. China is so strong!? It may be a myth, miracle, or self-reflection. OBM is such a power to control economic market; Taiwan enterprises should make the most of the factors such as individual resources and natural environment and native culture. But how to master brand thinking to get rid of OEM stereotype would be the key to success.
 

中國強!
「上海的建築工事以石破天驚的速度進展，快到上海的地圖每兩週就需要重繪一次。」《中國怎麼想?》的作者馬克.裡歐納德如是說。是的，自中國大陸實施改革開放政策以來，短短三十年間從農村經濟改革、沿海開放城市、西進再到近來的海西經濟區，中國政府明確有力的一系列階段性計劃經濟，讓其工業大國的稱號不容覬覦。

中國經濟市場的不斷內化吸收，已逐漸意識到全中國的人力資源不該僅為「國際代工」所用，提高自主創新能力，朝品牌大國邁進是中國現階段全力迎頭改上的目標，上至國家品牌，下至企業品牌，可以說品牌運動在中國可說是全國性的「造星計畫」，以北京奧運為契機，和平崛起為訴求，城市品牌與企業品牌齊飛，將品牌經營拉升到國家軟實力的高度，為中國進行最好的形象外交，有如此魄力，無怪乎2011年第一季度，中國大陸企業的總併購金額排名全球第三，僅次於美國和英國，如此傲人的成績，是中國大陸努力擺脫「去中國製造」的困境，朝「為中國製造」邁進的成果。

反觀，台灣企業大多安於現狀，忽視發展品牌所能夠帶來的經濟效益，當我們還在討論是否轉型經營自有品牌時，中國大陸的品牌夢已開始發酵。一個不爭的事實，從國際品牌價值排行看來，中國品牌的品牌價值遠超過台灣品牌，2010年品牌價值排行榜中，中國移動通訊以226億美元的品牌價值榮獲第一名的寶座，同樣在台灣品牌價值排行第一名的宏碁集團，其品牌價值卻只有14億美元，兩者品牌價值相差懸殊，足見中國對台灣最大的威脅早已不是製造業而是自有品牌的成立，其勢之迅猛實在不可輕忽。

中國強?
    然而，相比中國市場灑網式的品牌創立方式，台灣垂釣式的苦心經營，前者雖收效迅速但容易造成良莠不齊的狀況與缺乏耐久性的品牌體質，後者收效慢、範圍小但品牌壽命長，仍有其優勢，但垂釣的過程，若缺乏堅實的後盾與指引，風雨飄搖同樣容易折損並虛耗過多成本，模糊企業本身創立品牌的宗旨，甚是可惜。YDC品牌發酵正是該問題的解決者!我們致力於品牌定位、策略及視覺設計，以兼具國際視野與地方文化的思維，堅持「願景+定位+策略+市場」的發展，協助台灣企業瞭解自己並扭轉形象創造更高的品牌價值，在缺乏國內市場經濟中，運用品牌力量走向國際市場是必要的，同時市場瞬息萬變，以全球市場為經營前提，才是品牌不老的要素並且我們相信任何品牌都將帶有獨特的本地特色，也因此台灣品牌擁有中國品牌所沒有個性，那是來自這片土地才有的在地人文與情感，在確立品牌的想像及以全球市場為前提下，發展出自有的品牌特色，以此為籌碼，抗衡市場變動。中國強?!也許是個神話、是個奇蹟，更是一個借鏡，擁有品牌如同掌握了經濟市場的話語權，台灣企業有良好的滋養環境與無可取代的文化構成，但如何跳脫製造觀念，運用品牌思維，相信才是致勝的關鍵。
 

In China, it is common to find out such local reports as “luxury brands networking with China’s second and third tier cities”, “The price of real estate in second- and third- tier cities has taken a lead” and so on. In recent years, the focus of the real estate shows the first tier city competition is decreasing due to the restriction of purchase policy under the China government; therefore, the sales performance appears beyond the expectation. From early this year many major real estate companies decide to evacuate from the first tier market and then turn to the second and even the third market, in order to pursue the premium of the profit. Through top industry of investment trend cannot overemphasize the importance of the leading second- and third- tier cities.

The specific characteristics of Great China market would indicate huge domestic market size that several exports and scholars point out the tendency from export-oriented economy to consumption-oriented economy, which may attract at least 0.4 billion as target consumers. Meanwhile, China owns a huge territory as well as more than 100 cities with 100 oever-1-million population. Among those cites, the major first tier cities such as Beijing and Shanghai and Guangzhou can be considered to reach active market saturation. Among the consumers and global products, the supply chain appears steady with little space to grow. Instead, the second- and third- tier cities have taken a lead, so the potential consumption plays a vital role in the market.

In comparison with Taiwan, each city in China has its individual cultural factor and population structure and economic development and geographic environment, indicating it would be hard to demonstrate the consistency of consumption and brand dependence among the cities. However, it could become the breakthrough of individual industry investment. This year several major global brands as LOUIS VUITTON have captured the second- and third- tier cities; in addition, U.S. Vice President Joe Biden has paid a visit to China in August that indicates the cooperation has advanced the development of the second- and third- tier cities.

The abovementioned market status shows that fact that the first tier city would not be the sole target to enter the China market. Instead, one of the market guideline beyond the measure could start with the second- and third- tier cities to upgrade the core competence. In accordance with diverse market structure, the brand management could pay much attention to market research. In terms of the market psychology, the consumption in the first tier city tends to be steadier, and the second- and third- tier cities appear unsteady which would pave the way for potential opportunities of brand management. Under such basis, the in-depth investigation could be conducted to penetrate the target market from tiny commercial code to consumption psychology may be included in the market survey, so as to clarify the optimum brand image that activate market tendency. For those corporate to enter the China market, there is no doubt to start with the second- and third- tier cities which may establish the tremendous foundation to sustain brand management and further expand more favorable dimensions as brand compatibility and development.

隨手翻開上半年度的內地報刊，舉目可見「奢侈品牌佈局二三線城市」、「由大城市向二三線城市擴張」、「二三線城市領漲…」等專題報導。在近年內地市場熱議的房市問題上，因為中國政府一系列限購政策的出台，使一線城市的房業競爭呈現白熱化甚至漸趨萎縮的現象，銷售業績已不如預期，於今年度開始已有許多中國房地産界的標桿性企業撤離一線市場，轉戰二線，甚至已開始經營佈局三線城市，以爭逐更高的利潤增長點。透過中國龍頭產業的投資動向，更可見搶先進駐「二三線城市」的重要性已不言而喻。

中國市場的特殊性在於內需市場的過分龐大，因而許多專家學者已表明未來中國經濟必然也必須從出口導向型經濟轉型為消費驅動型經濟，這其中至少可帶動國內四億多人口成為新興消費者。同時，中國腹地遼闊，單單人口超過百萬的城市就約有100多座，這些城市中僅有如北京、上海、廣州等少數一線城市的市場開發被視為「活躍的市場飽和」，消費者與來自世界各地的產品間，其供需鏈已趨於平穩且上幅空間小；其餘次居二三線等城市，反因可觀的潛在消費者數量與消費力，佔有越來越重要的市場地位。

與台灣市場相比，中國每座城市因其大相逕庭的文化背景、人口結構與相異的經濟發展水平及地理環境因素，使得城市與城市之間，其消費慣性與品牌依賴度皆難於相互滲透展現趨同性，而這正好成為各產業投資的突破口。僅今年度中國市場便陸續傳出「LOUIS VUITTON」、「Wal-Mart(沃爾瑪)」等國際品牌佈局中國二三線城市的消息，加上8月份美國副總統拜登訪華，顯示了中美合作向大陸二、三線城市進一步發展的新趨勢。

上述市場動態在在說明了進入中國市場，並非卯足全力搶占一線城市才是唯一途徑，選擇從二三線城市起跑，同樣是提升市場競爭力的超越法則之ㄧ。因應不同的市場結構，品牌創建重視充足的市場調研，較之一線城市漸趨固著的消費者心理，二、三線城市的消費習慣尚未有定性，為品牌經營留下更多的可能性，在此基礎上進行深入的分項考察，多嘗試了解商品的受眾層面，小至商品符碼，大至消費心理均需含括在市場調研之中，以尋找最適地適性的品牌形象，將能更大力度的創造市場消費驅動，對於企業進入中國市場來說，選擇二、三線城市進行品牌規畫無疑為品牌經營墊下基石，也拓展出更多面向的品牌適應性與發展性。

◎ Taiwan Industrial Transformation – Change the Thought 

◎台灣產業的轉型問題——轉變想法

台灣企業在經歷產業轉型的同時，變換消費者導向的思考邏輯往往是讓許多企業感到棘手的問題。在YDC過去與企業合作的經驗中，一些企業主經常納悶，自家的產品機能無比豐富卓越卻總是不受市場的青睞、無法順利地進行品牌推廣的問題，其中一項重要的原因，便在於製造商與消費者之間對於產品價值認知的差異。

現代社會的商業活動無比發達，品牌商品的競爭程度早已經到達「千家爭鳴」、「萬人競逐」的程度。商品的供給與需求已經超越了「為生活的便利與更加便利」的層次，而進入一個更加「內化」的過程。解析這種現代商業市場的傾向，我們會發現到，商品的選擇與品牌的效應更多的是讓消費者在心理層面找到歸屬與認同，並願意為滿足這些「心理需求 (Psychological Needs)」而進行消費。而產品真正被賦予的任務即是承載著這些要素，讓人們在使用產品的同時，感到自己正向理想的人生境界邁進。 

◎由機能到心理——品牌商品的決定性要素

如果我們認真比較許多名牌產品的機能性條件，我們可以很容易發現到，它們並不一定都具有品質上的絕對優勢。更重要的，是要能在消費市場中找到各自獨特、具超越性、不可取代的品牌定位(Position)，才能使自家的商品鶴立於眾多的競爭對手之中。造成一波波引人風靡的效應，令消費者趨之若鶩。

人們願意購買平均單價更高的Apple的產品，是為了其簡單俐落的設計美學和自由率性的使用感。人們願意購買使用Gore-Tex的商品，是因為長時間累積起高品質產品的好口碑而帶給消費者的信賴感。

所以當我們想複製成功品牌的經驗時，我們就需要轉換成以消費者心理需求為主的思維方式：一件好產品的功能性，應該是以滿足消費者的心理需求為前提；一件好產品的機能性，應該是為了建構其背後的願景而存在。這才是企業挹注資金、人力、技術和時間後所需要達到的效果。

◎由核心開展、由開展收束——交互影響的策略體系

一個完善品牌溝通策略的開始，必須仔細研讀市場的背景，找出消費群裡更多層次的心理需求(Psychological Needs)；根據需求，為品牌找到一個易於發揮的定位((Position)；再根據定位調整企業開發產品(Products)的能力。而當產品初具雛型、進入市場做初步的推廣與交流時，再將這些資訊反向輸入策略體系之中，對遺漏的技術與資金進行再修正，得到更符合市場潮流的針對性商品。

透過這樣不斷對商品與市場進行交互驗證的策略體系，便不需要擔心會陷入海上走馬和陸地行舟的市場困局。最終，只要我們正確地運用溝通策略與行銷手法來調整駕馭，自然能夠順風順水地達成銷售的目的。

YDC嘗試在宣揚的概念是，掌握市場的內涵不只是去追究消費者的年齡、性別、身分地位....等容易預期的基本條件。發掘更深的層次，瞭解產品市場的消費心理取向、購物決策涉入度和價值判斷....等等的趨勢，才是市場分析的要點。回歸於根本來說，「消費來自人意，品牌耕耘人心」。為品牌進行完善的規劃、掌握市場(人心)的變貌，並根據變化敏感地調整自己的路線，才是成功經營品牌的關鍵法則。