品牌價值營造：以消費性電子為例

Abstract

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Facing competition from low cost labors of developing countries, Taiwanese IT companies, which succeeded as the Original Equipment Manufacturers (OEMs) or Original Design Manufacturers (ODMs) for global brand giants, can no longer maintain their low-cost competitive advantages. Several Taiwanese consumer electronics companies have determined to build their own brand equities and market their products globally. However, there are still a lot to be learnt for new comers from Taiwan. This thesis studied the branding practices of four internationally known consumer electronics brands: two globally well-known ones – Samsung and Sony - and two Taiwanese IT companies – Asus and BenQ. Brand building requires serious efforts over long period of time. This study summarized the brand building processes into the following steps: First, building up solid product quality image. With regard to consumer electronics, product features and industrial design are the two essential aspects of perceived product quality. Second, boost brand awareness in the target market and establish connection between product class and brand in prospects’ minds. Third, execute adequate marketing programs to deliver brand quality that fits users’ imagery. Fourth, always keep the commitment promised by the brand to earn customers’ trust, and consequently build up the brand loyalty. There is no short cut to brand building. Taiwanese companies must have their brands stand for certain values and deliver it constantly. Make sure there is alignment between user/usage experience and promised value while boosting the brand awareness. Then, building a successful brand shall come true.