| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 100 === In Taiwan, all fields from government to enterprises are seeking for operation models and strategies that can enhance value added of products and enterprises’ profits, and developing OBM (original brand manufacturer) is the major project. HTC Corporation, which is the first Taiwan enterprise ranking among Top 100 Global Brands, established its own brand HTC in 2006 and has achieved effectiveness of brand implementation within 5 years, and thus demonstrates quite outstanding performance in developing OBM.
This study adopts framework of total brand management to deconstruct all brand development stages of HTC and its brand management strategies, and has following findings: HTC uses brand as a motive force of promoting overall enterprise development and develops a competitive-strategy idea of total brand management; brand development of HTC has integrated many aspects from development decision of company products to overall layout of value chain. Moreover, this study also generalizes seven key factors for HTC’s success in establishing its own brand. Process of brand development is very long and difficult. Each successful brand has a distinctive story, and these successful experiences can speed up marching toward the road of brand development. The case of HTC can provide an example for manufacturers of Taiwan communication industry to develop brand.
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