| Summary: | 碩士 === 國立清華大學 === 科技管理研究所 === 100 === High technology foundries brought Taiwan a wave of economic growth but shrinking profit margins made many companies concern about “Industrial transformation”. Technological capabilities of Taiwanese companies accumulated in the past are an advantage of building ingredient branding. Therefore, this study is aimed at understanding the ingredient branding management by case study and it might offer useful information for who is interested in this strategy.
Ingredient branding belongs to B2B brand and there are few related case studies. This study selects DuPont Teflon as an object and analyzes its strategy from dimensions, such as time series, product policy and communication policy to know how to seize the principle and of Ingredient branding and to execute. Finally, this study sums up Teflon’s key to success which is cultivating the depth and breadth of ingredient. And ingredient’s Technology life cycle is thought to be related with Ingredient branding. On the basis of technology development curve, the company should expand the application field to make brand life cycle restarted before it enters into recession stage.
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