| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 94 === Based on how firms build brands distinguished from other competitors and on the profits of OEM and ODM getting worse, the research motive in this study is triggered. Besides, there is little research discussing the relationship among the factors, brand strategy, and brand equity. specifically, we examine the influence of the country of origin, core competence, and international talent on branding.
Samples include Top-500 firms of Taiwanese manufacturing industry and Brand International Promotion Association members. There were 600 questionnaires sent out to the respondents, and 106 copies were returned. After deducting 3 invalid returned questionnaires, there were a total of 103 valid responses. The valid response rate was 17.17%. The data is performed through SPSS 13.0. and Amos5.0. Both confirmatory factor analysis and the relationship between brand factors and brand equity are performed by structural equation modeling.
The results indicates that (1) Country of origin has no influence on brand equity. The image that products are designed or manufactured by Taiwan won’t have any influence on brand. (2) Core competence positively affect brand equity. The more superior core competence firms own, the better brand equity they will have. (3) There is a positive relationship between international talent and brand equity. Brand value and performance will be better if talents have abundant global perspectives and substantial skills. (4) After exploratory research, country of origin, international talent, and core competences may not effectively discriminate brand strategies, build, buy, and alliance. There are possibilities that making a branding decision needs to ponder more critical factors conditions, such as market reality. (5) Branding strategy has no obvious influence on brand equity. When own brand is originated from one of the branding strategies, firms still need more effort and determination to make an own brand success.
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