The purpose of this study is to explore how the masstige brand presents the whole look in the consumer society in Taiwan. This study first discuss the context of consumption, consumer society and consumer concept, then talk about the connection between advertising symbol and brand culture, and the relation between advertising symbol and consumer culture. Using “Barich and Kotler’s framework of marketing image management”, “document analysis”, “content analysis”, “Hoshino Katsumi’s advertisement semiotics analysis” to discuss the brand image of UNIQLO, communication tools, and advertising text. The discussion of this study in addition to be able to know the operational logic of the brand, and also can connect with the current socio-culture and consumer society in Taiwan.
This study modify the framework of marketing image management which proposed by Barich and Kotler, summarize UNIQLO''s brand image as the following seven factors: “corporate social and contributions conduct", “company business conduct and service”, “corporate employees conduct and support”, “product”, “communication”, “price”, “sales force and distribution channels”.
The study discover that the communication strategy of UNIQLO is different from general corporate habits, when it need to strengthen the brand image and the brand awareness, it is accustomed to operating outdoor media as the main communication tool, television is assisted to strengthen the impression to consumers. As regards the long-term communication strategy, it is accustomed to operating newspaper as the main communication tool. In addition to publish the brand advertising on the mainstream media and internet, operating “push and pull strategy” in activities of the social network is also their usual promotional characteristics.
As regards the symbolic operation on the advertising, UNIQLO actually develop their own strategy. In addition to tie to the spirit of the brand to emphasize the value of the product itself, the layout is also as simple as possible and the whole visual of the advertising is consistent and minimalist. The print ads will follow the industrial cycle to adjust the strategy. And the symbolic value of newspaper and television ads can be summarized as use value, feeling image and life image.