A Case Study of Enterprise Brand Development Strategy

• Main Authors: Chueh-Chen Wu, 吳爵呈
• Other Authors: Wen-Yeh Huang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/27635046871650112053

碩士 === 元智大學 === 管理碩士在職專班 === 101 === In today’s fierce competitive business environment, various similar products in the market and the consumer’s requirement is getting more diverse, brand is the key factor for consumers decision in their act of purchase. For all enterprises, a successful brand is a symbol, a spirit and a belief. Not only does it represent product quality, but it also guarantees the profit for the enterprise. The purpose of this case study is to examine how P company transformed from Multi-brand strategy to Single Brand Strategy through brand integration. Comparisons with related bibliographies are made to analyze the pros and cons of the strategy change. The case study findings are summarized as follows: 1. Product characteristic should be considered during brand naming. 2. Limited resources might impact the result of Multi-brand strategy. 3. Product differentiation will help towards enterprise brand development. 4. Quality goods is essential for Brand extension.