品牌是企業的重要表徵、是與消費者溝通的代表、也是品質服務的保證，品牌也因此衍生出其主體價值，因此，深耕品牌是各家企業努力的目標，但要將企業品牌與地方文化及特色產業相連結，則是一條漫長又艱辛的路程。義華國際食品有限公司從傳統糕餅店轉型，並以「製作具有台灣本土精神的糕餅點心」為其企業願景，落實「台灣農特產品糕餅化」及「品牌人文化」兩項執行策略，使義華的糕餅點心更具人文特色與台灣產業精神，本研究透過義華負責人的深度訪談、消費者問卷調查、消費者深度訪談及相關商品資料進行個案分析，藉以說明義華人文品牌的經營策略及其在管理上的意涵，以供擬與在地文化及特色產業相結合的企業參考。

A brand is the unique selling point of a company, a communication channel with consumer, and the proof of its service quality. Therefore, branding has its own value, developing of a specific and worthy brand has become an important mission for each company. But to successfully incorporate with a local culture and its specific agricultural products for a company brand is a tall order, as it requires a significant investment of time and hard work. Yih Hwa International Food Co., Ltd. has come a long way since its small beginning as a traditional cake store. The vision of Yih Hwa is “Cake with the Taiwanese Spirit.” “Caking Taiwan’s unique agriculture” and “culturalizing the brand” are the strategies to increase the value of its brand. The abovementioned vision and branding strategies focus strongly on “culture and the Taiwanese spirit” in Yih Hwa’s cakes. This study analyses Yih Hwa’s humanities brand by conducting in-deepth interview with the company’s executive as well as referring to relevant documents, interpreting Yih Hwa’s business strategies and its management policy. The goal of the study is to present its managerial implications and conclusions as a model for prospective companies who wish to brand their products with a specific culture.