• Formosa Chang –An Innovative Brand Revitalization

Abstract

With the changes of consumption habits over time, the operational paradigm of the industry have gradually transformed from “customer-orientated” to “values- -driven” - the catering industry is no exception. In order to satisfy the catering needs of customers at different generations, the trend of changes is continuously evolving. Mr. Chang, the president of Formosa Chang, inspected the consumption habits across different generations and found that the percentage of young people eating outside was relatively high. However, Formosa Chang was facing the plight of aging consumers plus the low consumption willingness of young people so Formosa Chang changed its business model. In the consumption market that is full of innovation and originality, the designer of “Trendy Brand” created a special logo for Formosa Chang in order to develop the market for young people. With the opposition of relatives and employees, President Chang stood up for the designer who was attempting to attract young people, even though the new logo design challenged the traditional taboo of skeleton and skull. Formosa Chang made use of the innovation strategy of “Trendy Brand” and the strategy of crossover to promote several associated trendy T-shirts and derivative products. In addition, Formosa Chang held activities of various kinds to form a collaborative marketing strategy that expressed the cultural heritage of “transforming the old to the new”, changing its impression and image and embodying its functional and emotional appeal.

Keywords: Crossover, Taboo, Trendy Brand, Collaborative Marketing, Value Orientation