A brief presentation of the projects I've done in a brand consultancy company. All the projects mainly aims at assisting the clients from different industries in the establishment/adjustment of brand strategy, brand marketing strategy planning and brand communication strategy.

1. Branding and marketing projects portfolio
楊翔晴 Colette Yang
Brand/ Market researcher
0911766308
cindy330forever@gmail.com
LinkedIn: www.linkedin.com/in/colette-yang-
4a16bb104
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Branding
Marketing
&

2. Content
1.
2
 Introduction—Work experience & academic background 3
 Introduction—Expertise and skills 4
 Project—Medical industry 5
 Project---Gaming industry 9
 Project—Food & Beverage industry 10
 Project—Household Goods industry 14
 Project—Education training 16

3. Introduction：Work Experience & Academic Background
3
Work experience
Brand Researcher，Chic Business & Brand Inc. 2016.03~2016.12
To assist small-and-medium enterprises to establish their own brand and marketing plans; finished 10 projects
independently.
Research assistant，NCKU 2013.09~2015.06
To assist professor with researches on international and domestic policies on innovation of bio-energy industry; the
paper was published on IJERPH.
Academic background
Master of Political Economy, NCKU 2013.09~2016.01
Main researches on regional political economy and industry policies; dissertation “The Case Study of the Effects of
“Branding Taiwan” on Functional Textile Manufacturers”
Bachelor of Arts in Foreign Language and literature, NTHU 2009.09~2013.06

4. 4
0 2 4 6
Chinese
Enlgish
French
Language
40%
35%
25%
Branding
Marketing
Project Management
Introduction: Expertise & Skills
Branding
Marketing
Project
management
 Project planning and time management
 Budgets & Resource Management
 Stakeholder management
 Problem-solving skills
 Qualitative market research
industry analysis , consumer
research ( questionnaire/ in-
depth interview/ focus
group/field research),
competitor analysis
 Brand development strategy
brand positioning and image
business model
brand blueprint
brand management
 Brand communication
creative brand logo, message,
and website design
 Brand internalization
workshop planning and
execution
 Brand marketing strategy
marketing 3Ps
 Brand marketing promotion
5M model
 Digital marketing
content marketing
social media marketing
SEO
 Event planning
 Copywriting
 Web analytics
Expertise & Skills

5. Project—Domestic Anti-aging Clinic (Ⅰ)
5
1. Challenge
Biomedical technology
based clinic expected to
establish a unique brand
position and brand strategy
to flag the anti-aging market
and become an
international conglomerate.
2. Methodology
aesthetic medicine industry
analysis, consumer in-depth
interview, competitor
telephone survey, empathy
map, experiential
observation, brand strategic
triangle.
Inventory brand resources with the
aid of industry analysis.
Establish brand blue print to guide
internal staffs
Brand position: global anti-aging and
gingival stem cell expert
Plan its brand marketing strategy

6. 6
Draft brand message as effective
communication
Final report: brand strategy proposal
To plan annual promotion activities
with the framework of 5M Model
Project—Domestic Anti-aging Clinic (Ⅱ)

7. Project—Domestic Rehabilitation Clinic (In-time Treatment)
7
1. Challenge
How to establish a
distinctive and professional
brand image of rehab clinic
from competitive rehab
clinics in Taipei area is the
main task of the project.
2. Methodology
Rehab industry analysis,
competitor analysis, field
research, demographic
survey, brand strategic
triangle.
Field research: regional rehab clinics
and facilities
Draft four main brand messages as
external communication
Brand position: in-time treatment as
the brand competitive advantage
Set up brand value and promise as
internal communication

8. 8
1. Challenge
The rehab clinic planned to
expand its locations to
Taipei City. How to combine
personal brand while avoid
legal and tax issues is the
mission of the project.
2. Methodology
Rehab industry analysis,
competitor analysis, doctor
background information
analysis, brand strategic
triangle.
Combine doctor’s personal brand
into clinic brand position
Brand position: to use exercise therapy
expert as the competitive advantage
CIS design proposal based on brand
position
Project—Domestic Rehabilitation Clinic (Personal Branding)

9. Project—Domestic Newly Established Gaming Brand
9
1. Challenge
A memory module
manufacturer tried to
develop its own gaming
brand as new business. How
to build a matchless brand
in competitive gaming
market and expand China
market is the main task.
2. Methodology
Gaming industry analysis,
consumer persona, field
research on Computex,
cooperation with external
consultant (the editor in
chief of TheOverclocker)
Copywriting: introduction of brand
on HWBOT
Persona: to accurately describe the
target customer
Brand blue print as brand guidance The suggestion for future brand
development

10. Project—Domestic Local Poultry Famer (Ⅰ)
10
1. Challenge
There are numerous
competitors in fresh chicken
market, such as traditional
vendors, supermarket, and
local poultry keepers. How
to make this new brand
stand out and plan a proper
brand marketing strategy is
the main task of the project.
2. Methodology
Poultry industry analysis,
field research, focus group,
brand strategic triangle
Brand position: naturally-fed chicken
as competitive advantage
Ideate brand name according to
brand position by brainstorming
Business Model: sold to the end
customers in traditional/farmer market
Confirm the specification, price and
selling channel based on brand position

11. 11
Brand messages for two major products
which can be placed on package or website
Plan a proper brand marketing
framework and model: promote from
local area with word-of-mouth
CIS design: present the essence of
brand value and spirit
Project—Domestic Local Poultry Famer (Ⅱ)

12. Project—Domestic Natural Vinegar Manufacturer
12
1. Challenge
In the market of vinegar
beverages, there are
medium-priced chemical
vinegar and middle-high-
priced natural vinegar. How
to make a vivid brand image
and effective brand
marketing strategy is the
main task.
2. Methodology
vinegar market analysis,
tasting and questionnaire
analysis, field research,
brand strategic triangle.
Creative positioning: a station for
daily supply of your health and beauty
Adjust brand strategy: the business
model and brand positioning
Creative brand message: hand-made,
natural, healthy, and beauty
Plan the annual promotion project
based on 5M model

13. Project—Internal Project: Selling Sparkling Vinegar
13
1. Challenge
Cooperate with vinegar
manufacturer and brand
image design company to
promote new brand and
product of sparkling vinegar.
The challenges lies in how
to effectively communicate
with younger generations
and monitor the timetable
with stakeholders.
2. Methodology
Sparkling vinegar market
analysis, tasting and
questionnaire analysis, field
research, brand strategic
triangle, contact and recruit
school ambassador,
budgeting
Analysis of sparkling vinegar market
Vinegar tasting and questionnaire
analysis
Brand positioning: a sparkling vinegar
aimed at young generation, which
appeals to hapiness
Campus promotion: event planning
and budgeting

14. Project—Domestic Motorized Curtain Manufacturer
14
1. Challenge
Motorized curtains with
excellent interface
integration are sold to both
international and domestic
market and compete with
notable brands. How to
boost the brand awareness
and reduce the bounce rate
by adjusting brand position
and website are the main
tasks.
2. Methodology
smart home and motorized
curtain industry analysis,
brand website analytics,
mystery shopper, brand
strategic triangle, website
copywriting modification
Web analytics: bounce rate and
conversion rate
Competitor analysis: compare the
brand advantage of competitors
Adjust brand position: from 3E to 3S
(smart management/installation/operation)
Design the new website framework
and modify the copywriting

15. Project—Domestic Alu Clad Window Manufacturer
15
1. Challenge
Alu clad manufacturer faced
the complaints from clients
which influenced brand
impression. Our mission is
to help them to reorganize
the brand strategy and
further guide internal
actions.
2. 輔導方法
Alu clad window industry
analysis, corporate in-depth
interview, client in-depth
interview, brand strategic
triangle, brand optimization
factor analysis
External research: draft a questionnaire
and execute interview
Report: find out the 2 most tricky
problems to be solved first
Brand strategy proposal: (1) magnify its
advantage; (2) improve its problems
Suggestions on internal optimization
based on brand strategy

16. Project—Brand Internalization workshop
16
1. Challenge
The newly established
business unit of domestic
PC brand expects to unite
internal staffs and stimulate
the innovative ideas by
workshop
2. Methodology
Plan the activities of
workshop
The axis of workshop is conversion
and transformation
Stimulate the innovative ideas by a
group task