| Summary: | 碩士 === 國立交通大學 === 科技管理研究所 === 92 === Brands are everywhere. This research will be on the branding strategies of high-tech companies. The discussion will be from the perspective of a practitioner.
The research objectives are to provide a research framework on brand management to high-tech companies, to identify key issues in brand management for brand mangers or product managers, to reveal past and current brand strategies, and to deliver intellectual property knowledge to marketing practitioners.
Methods of literature review, case analyses, and content analysis are used in this thesis. Six companies: 3M Company, The Swatch Group, Royal Philips Electronics, Nokia, INVISTA, and LVMH Moët Hennessy - Louis Vuitton have been studied for their brand history and strategy.
After reviewing related theories and studying of case companies, the research concludes that high-tech company may adapt one of the following branding strategies: strong corporate branding strategy, individual product branding strategy (or co-branding strategy), and endorsed corporate brand plus product brand strategy. Since corporate value is very important when formulating branding strategy, the research suggests that brand managers: to cast corporate value into each one in the company thoroughly; to communicate brand value in a simple and clear way regularly; to follow the changing value of the customer swiftly; to create an elegant corporate identity currently; and to learn from fast moving consumer goods (FMCG) or luxury goods company constantly.
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