臺灣博碩士論文加值系統

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.

ABSTRACT i
ACKNOWLEDGEMENTS ii
TABLE OF CONTENTS iii
LIST OF TABLES vi
LIST OF FIGURES vi
1. INTRODUCTION 1
1.1 Subject matter 1
1.2 Research background and motive 1
1.3 Aim and objectives 3
1.4 Dissertation structure 3
2. LITERATURE REVIEW 6
2.1 Definition of Brand 6
2.2 Benefits of Brands and Branding 7
2.3 Brand Equity 10
2.3.1 The Concept of Brand Equity 10
2.3.2 Brand Equity Building and Maintaining 17
2.4 The Interbrand Method for Valuing Brands 20
2.4.1 Criteria for Consideration 20
2.4.2 Methodology 21
3. COMPANIES OVERVIEW 23
3.1 SAMSUNG Corporation 23
3.2 Sony Corporation 25
3.3 ASUSTeK Computer Inc. 28
3.4 BenQ Corporation 29
4. CASE STUDIES 33
4.1 Samsung’s Brand Practices 33
4.2 Sony’s Branding Practices 36
4.3 ASUSTeK’s Branding Practices 38
4.4 BenQ’s Branding Practices 40
5. DISCUSSIONS 42
5.1 Samsung 42
5.1.1 Branding Key Factors 42
5.1.2 Crucial Conditions 43
5.2 Sony 44
5.2.1 Branding Key Factors 44
5.2.2 Crucial Conditions 46
5.3 ASUSTeK 46
5.3.1 Branding Key Factors 46
5.3.2 Crucial Conditions 48
5.4 BenQ 48
5.4.1 Branding Key Factors 48
5.4.2 Crucial Conditions 49
5.5 Comparisons 50
5.5.1 Branding Practices 50
5.5.2 Existing Resources 51
6. CONCLUSIONS & RECOMMENDATIONS 52
6.1 Conclusions & Implications 52
6.2 Recommendations to Taiwanese companies 54
REFERENCES 57

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