In the era of globalization, brand management has become more important for
companies. Understanding true voice of customers toward brand enables companies to
build an ideal brand and increase customers’ perception on brand value, and in turn,
create competitive advantages in the keenly competitive market, as well as successfully
achieve to attract new customers and keep loyal customers.
This study uses restaurant brand to serve as the subject of design elements, and
identifies the expected adjectives through questionnaire survey in order to offer designer
to design a brand that meets customers’ expectations. Then, this study uses factor analysis
to analyze the important Kansei, and finally uses partial least squares method to test
the relevant links to purchase intentions.
In the PLS models, this study uses the benchmarking brand design process to
correspond to the non-benchmarking brand design process to determine the
bench-marking brand design process is the most consistent with the customers' needs.
Using Kansei engineering and PLS method can effectively help us to design a brand and
derive the attributes of an ideal restaurant brand design, and further offer brand designers
to design a brand that meets customers’ expectations.
