TITLE:
Exploring the Value Innovation of Craft Brands through the Perspective of Qualia
AUTHORS:
Yen-Ju Chen, Chi-Hsien Hsu, Chih-Long Lin, Rungtai Lin
KEYWORDS:
Qualia, Craft Brands, Value Innovation
JOURNAL NAME:
Creative Education,
Vol.16 No.9,
September
5,
2025
ABSTRACT: Qualia is a unique texture and spiritual touch that constitutes human senses, leaving people with unforgettable memories for a lifetime. Attractiveness, beauty, creativity, delicacy, and engineering are the elements of Qualia. The purpose of this study is to explore the Qualia of craft brands, and how to use Qualia to transform into value innovation of craft brands and construct a craft brand value innovation model to help future craft brands or industries enhance their brand competitiveness. The research findings indicate that: Sensory qualities contribute to enhancing brand competitiveness; Craft brands establish a new value curve through the four action frameworks of value innovation: Eliminate, Reduce, Raise and Create, and achieve this through four major dimensions: storytelling for cultural expression, contemporary aesthetics for aesthetic expression, emotional resonance for lifestyle expression and value co-creation for service expression. Craft brands, from design, materials to functions, keep up with the times, and attractiveness, beauty and creativity are indispensable Qualia elements. They also find brand-exclusive bestsellers. Through the successful creation of bestsellers, they can also play a good market foundation for subsequent series of products. Qualia of delicacy and engineering are a basic element and an important part of the business mechanism. Craft brands improve production efficiency through strategic mass production, so that the brand can expand its market coverage while retaining its core value. This study can serve as a reference for the future use of Qualia to enhance value innovation.