The Process of Brand Value Creation: A Case Study of an Industrial Personal Computer Manufacture

• Main Authors: Ying-ChengChuang, 莊英成
• Other Authors: Eade Wang
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/u3h9d2

碩士 === 國立成功大學 === 國際經營管理研究所碩士在職專班 === 101 === The majority of the Taiwanese high tech companies are original design manufacturer. The core competence of original design manufacturers is the ability to minimize production cost and maximize production process efficiency. The original design manufacturer has evolved into a mature sector in computer industry. As the competition becomes more intense, and the sector becomes more mature. Taiwanese firms need to consider how to generate momentum for future. Building brand equity is a good approach for Taiwanese high-tech firms. Brand culture is an important element for building a brand. The foundation of brand strategy is the perception of target customer and people foremost. Successfully building a brand requires integrating the consumer psychology with the orientation of cultural value. This study analyzes the case of one of the top industrial computer manufacturer which regards brand culture as the core value of brand positioning and brand strategies. This industrial computer manufacturer's customers with brand loyalty led to their brand equity accumulation, and excellent financial performance on the business development and market shares. This study provides an insight for Taiwanese enterprises that integrating the experience of manufacturing, technologies, Chinese culture and the foreign cultures learned from international business into innovation and creativity can be a formula for success. The most important point is to satisfy the customer based on their real needs as well as the potential spiritual and cultural needs. This study applies case study method to the case company, a most successful industrial computer design and manufacturer. This objective of this research is going to utilize the outcomes that the company achievement to extract the key success factor such as: (1) Establish a Brand Culture; (2) Positioning Brand for Success; (3) Cultivate brand loyalty; and (4) Create the Brand Equity, in the processing brand value creation. Brand value is found to be the combination of three main characteristics: strong customer equity, development of intangibles, and efficient business processes. In addition to the company's tangible products or services produces, brand driven differentiation and perceived value to customers. Brand optimizes three primary processes - product development, supply chain management, and customer relationship management, of any business and the resources that drive each. All are linked tightly together in order to create brand value.