The Brand and Value Creation of The Enterprises：High Tech Computer Corporation(HTC)

• Main Authors: Chih-hao Chang, 張志豪
• Other Authors: Cheng-yi Shiu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/37648664039465838496

碩士 === 國立中央大學 === 財務金融研究所 === 97 === The global competition has become more and more intense. In order to extricate themselves from being low profit firms, some enterprises shifted their strategic focus from products customers. Building a brand name is one of the best choices by these enterprises. High Tech Computer Corporation (HTC) has outstanding performance in the brand domain. Therefore, this study tries to analyze the case of HTC in creating her brand name and to explore the relationship between the building of a name and the value creation of the enterprise. The purpose of the study is threefold: first, it analyzes why HTC determined to build her brand name? Second, it examines how did HTC build brand name? Third, it tests the value creation effect of the brand name building by using the Hirose Brand Valuation model. This study analyzes the growth history of HTC to find out what difficulties HTC had experienced and how did the firm deal with those difficulties. Next, it uses the HIROSE Brand Valuation model to find and compare the brand values of HTC before and after building a brand. Then, it uses the sensitivity analysis to determine the key success factors (KSF) of brands. The conclusions of study are as follows: first, HTC decided to build her brand name when the firm’s profit declined due to fierce competition. Second, HTC executed the brand strategy by evaluating the core competence of the firm before building a brand, being persistent in brand name building, focusing on the KSF and perfect supervision. The KSFs of HTC’s brand name building includes R&D technology and the quality of products. Third, according to Hirose Model, the value of HTC’s brand name after the building the brand name is about 500 times of that before building the brand name.