A Study of the Application of IMC on Brand Establishment－A Case of acer Brand

• Main Authors: Hui-Chun Hsu, 許惠珺
• Other Authors: Tsau-Yi Ho
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/68537259877334849502

碩士 === 東吳大學 === 企業管理學系 === 95 === In the past, computer companies in Taiwan used to profit from original equipment manufacturing and original design manufacturing. However, the profit is getting compressed with the progress of the technology and wide spread of OEM and ODM, therefore, an enterprise has to possess its own brand and positive brand equity to create long-term profit. Integrated marketing communication (IMC) springing up in the late 1980’s is one of the ways to establish and maintain brand equity. IMC is a strategic business process used to plan, develop, execute, and evaluate brand communication program over time with consumers, customers, and prospects. It conveys consistent messages to targeted audiences through combining materialized and virtual media tools, intending to build cognitive brand equity and to influence their behaviors. This study develops a generalized IMC model to establish and maintain brand equity from the different points of IMC models in the literature. To understand the application of the generalized IMC model on the　establishment of computer brand, this case study is about acer brand which emphasizes the on OBM. The purpose of this study is to test the feasibility of the generalized IMC model through the process of IMC used by acer to build its positive brand equity. From the case study, this research got the conclusions as following: 1. The generalized IMC model is a feasible one to establish and maintain brand equity in the computer industry. 2. Consumer database is the foundation of IMC. 3. To execute IMC conforming to the trend of the environment, the enterprise has to combine marketing channels and media strategically. 4. Keep observing the development of the new media tools to involve in IMC.