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研究生： 利那達
ARIE - NARENDRA
論文名稱： 區域性品牌優勢之達成之個案研究-以台灣華碩公司為例
Achieving Local Brand Strength: A Strategic Brand Management Case Study of ASUS in Taiwan
指導教授： 劉代洋
Day-Yang Liu
口試委員: 曾盛恕
Prof. Tsang, Seng-Su
謝戎峰
Prof.Feng Xie Rong
學位類別： 碩士
Master
系所名稱： 管理學院 - 管理學院MBA
School of Management International (MBA)
論文出版年： 2012
畢業學年度： 100
語文別： 英文
論文頁數： 75
中文關鍵詞： Strategic Brand Management 、Brand Strategy 、Brand Communication Strategy 、ASUS in Taiwan
外文關鍵詞： Strategic Brand Management, Brand Strategy, Brand Communication Strategy, ASUS in Taiwan
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    • ASUS has been known as one of the best computer hardware providers in Taiwan. The brand awareness of ASUS in Taiwan has successfully brought their brand into the Top Three of Global Taiwan Brands 2011 announced by Interbrand. Furthermore, the recent booming product of ASUS, eeePC series has also successfully made them as one of pioneers in netbook market. The success stories of ASUS brand is not only widely known locally but also internationally.

    The purpose of this thesis is to capture the success key factors of brand strategy and brand communication strategy conducted by ASUS in Taiwan. Thus, this thesis mainly covers about ASUS’ initiation of their brand elements which successfully position their brand within the local customers’ perceptions and mindset more than only a product but more into loyalty feeling to the brand itself. This thesis also covers the brand communication strategy conducted by ASUS in order to deliver message they previously initiated in their brand elements to the potential customers, especially Taiwan’s customers. The analysis of ICT and computer hardware industry in Taiwan will lead the audience to know more about the market situation, supported by product segmentation as well. Therefore, the key lessons of Strategic Brand Management will be highlighted in this case study by using the Strategic Brand Management's framework to analyse the case study of ASUS.

    ASUS has been known as one of the best computer hardware providers in Taiwan. The brand awareness of ASUS in Taiwan has successfully brought their brand into the Top Three of Global Taiwan Brands 2011 announced by Interbrand. Furthermore, the recent booming product of ASUS, eeePC series has also successfully made them as one of pioneers in netbook market. The success stories of ASUS brand is not only widely known locally but also internationally.

    The purpose of this thesis is to capture the success key factors of brand strategy and brand communication strategy conducted by ASUS in Taiwan. Thus, this thesis mainly covers about ASUS’ initiation of their brand elements which successfully position their brand within the local customers’ perceptions and mindset more than only a product but more into loyalty feeling to the brand itself. This thesis also covers the brand communication strategy conducted by ASUS in order to deliver message they previously initiated in their brand elements to the potential customers, especially Taiwan’s customers. The analysis of ICT and computer hardware industry in Taiwan will lead the audience to know more about the market situation, supported by product segmentation as well. Therefore, the key lessons of Strategic Brand Management will be highlighted in this case study by using the Strategic Brand Management's framework to analyse the case study of ASUS.

    ABSTRACTI ACKNOWLEDGEMENTII TABLE OF CONTENTSIII LIST OF TABLESIV LIST OF FIGURESV Chapter 1 :INTRODUCTION1 1.1Research Background & Motivation1 1.2Research Objectives2 1.3Research Content & Flowchart3 Chapter 2 : LITERATURE REVIEW6 2.1The Definition of Brand6 2.2The Roles of Brand7 2.3Brand Equity Concept12 2.4Strategic Brand Management15 2.5Interbrand17 Chapter 3 : RESEARCH METHODOLOGY21 3.1Research Design21 3.2Data Sources21 Chapter 4 : INDUSTRY ANALYSIS24 4.1ICT Industry in Taiwan24 4.2Computer Hardware Industry in Taiwan30 4.3Overview of ASUS in Taiwan32 Chapter 5 : CASE STUDY ANALYSIS43 5.1Overview of ASUS’ Brand Strength43 5.2Identify and Establish Brand Positioning and Values of ASUS46 5.3Plan and Implement Brand Marketing Program of ASUS in Taiwan53 5.4Summary of Key Success Factors of ASUS Branding and Communication Strategy59 Chapter 6 : CONCLUSIONS AND RECOMMENDATIONS62 6.1Conclusion62 6.2Recommendations63 6.3Further Research and Research Limitation65

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