Brand Value Innovation: MAZDA Auto Taiwan Development Case Study

• Main Authors: Wei-Ming Wang, 王偉明
• Other Authors: Ruey-Shan Guo
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/35744483530793270152

碩士 === 臺灣大學 === 商學研究所 === 95 === The competition between corporations is getting more and more. To maintain sustainable strength, firms must considering their efforts to construct their capability. Considering value chain point of view, the most effective value added activities take place at both ends which are R&D and marketing sales. The case we study is successful because of brand value creation. The key reasons to success for this company are useful brand value innovation during the past eight years which help this company enjoy great sales from vary competitive auto industry. It is worth that we take a detail look into the key successful factor for this case. How they implement this brand value innovation and if the other companies can adapt those key actions or strategies they did? This discussion is based on case study to realize the selected company focused on brand value innovation when re-entered Taiwan auto market which made they success. The processes they took including: 1. Self diagnose and study the market trend. 2. Positioning and differentiation and target customer setting. 3. Full dimension brand management. 4. Innovative products introduction. 5. Channel value added innovation. The effectiveness of brand value innovation is rely on whether the brand positioning can avoid current competition, fit future market trend, delight target customers, differentiation from competitors and establish related advantage. To reach this purpose, firm must consider the physical value (product or service) that delivered to customer in terms of their feeling. We can increase consumers brand awareness, customer’s loyalty and additional profit which generals by premium price through brand value creation. The key reasons for selected company to success are: 1. Successful brand positioning. 2. Introduction of innovative products. 3. Full dimensions brand management. 4. Effective execution. It is obvious that selected company adapted right process and chose right direction during the development of brand value innovation which do help to brand value added. It almost proves the importance of brand value and equity which can be applied to other industries. Acer and Giant’s international brand building can be the perfect example for Taiwan enterprise. If we can pay more attention and resource on brand value creation and work on branding, product, channel and service together, combine with advantage differentiation which fulfill future market trend. With effective execution capability, the organization for sure will have a brilliant future.