Critical Successful Factors of Consumer Electronic Enterprise's Brand Extension Strategy - A Case Study of ASUS Products

• Main Authors: HAN-LIN KUO, 郭翰林
• Other Authors: Hsiao-Chao Hsieh
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/2uy63z

碩士 === 東吳大學 === 國際經營與貿易學系 === 101 === The IT industry in Taiwan has developed over two decade. It became a major global OEM for IT products because of the rapid production with low-cost labor advantage, and mastered the computer peripheral product assembly and global supply chains. However, OEM prices tended to meager profit gradually. IT manufacturers in Taiwan expanded the high-end R&D and brand marketing management in order to pursue a higher added value and profits. The development of the brand not only need to invest enough capital for the R&D and brand marketing but also the corporate can tolerate the loss of profit and many other negative factors for a long time. Even if the enterprise successfully established its private brand, but usually only confined to a single product or product line, brand image can’t be successfully extended to the successor or other type of product itself. This study focus on ASUSTeK Computer Inc.- the domestic computer brand in the market has considerable influence on the company as a case discussion.With in-depth analysis of the 3C Electronic Products Group's development process on ASUS brand, the study explore the reasons for the success and failure from the motherboard and graphics card to the notebook, then extending to mobile phones, and the latest tablets PC. The study concludes the key success factors of ASUS brand extension strategy. The result of this study shows that the corporate brand extension key success factors is the foundation of the brand perceived quality and product patent technology. When consumers have more brand loyalty, brand awareness and brand association ability higher to this brand, enterprise's brand extension obtaining the chances of success is higher; In addition, when enterprise invests more in marketing budgets and have more marketing talent and marketing techniques, the success of brand extension is also higher. The company in this case also needs to find the right products and product lines to make the brand extension and develop the new markets in the future, strengthen its unique position.