A Case Study on the Brand Strategy Conflicts in BenQ Corporation

[[abstract]]This study focused on the strategies and conflicts in Taiwan?s technology industry and the brand conflicts in BenQ Corporation. The discussion of the conflicts for the industry from OEM to OBM, and were lasted over than twenty years. Among all the industry in the past, the first enterprise which developed brand was Acer. The technology industry in Taiwan was only one way to create their brand name. Also, the technology industry took the lead to overleap the brand marketing. Tracing the development of the OBM road, BenQ Corporation was a very special case. BenQ was independent from Acer in 1984. On the other hand, BenQ was very quickly to catch the consumer electronics row. The consumer electronics industry, for example the mobile phone marketing, had to always update the fashion and innovative messages. BenQ caught the current and did a very successful job on brand strategy in 2001. In Asia area, BenQ occupied a very important status, and not only brand name, but also the products marketing. To develop the globalization strategy, BenQ decided to merge the mobile phone department from Siemens. However, the decision to use the brand name, ?BenQ-Siemens? caused the conflicts. On the other hand, to create a new brand was not only fitted in theories, but also corresponded to the marketing experience. Almost at the same time, BenQ implemented the duo-brand strategy. As the observer, the merge case was not really proper for BenQ. The most important factor was the corporation of Siemens. Siemens was a style of paraded as safe and stable. As these kinds of style we can see the ideal conflicts inside the brand, ?BenQ-Siemens?. That was why the profits showed deficit in the short term of 2005. In order to evaluate the strategy conflicts, I adopted both in-depth interview and historical material analysis method to clarify BenQ?s strategy thinking information and process. In addition, this research also compared the environment and the changes of the corporation from 2001 to 2005. The finding was brand strategy can?t fight both front. For BenQ, the brand strategy might be more concentrative and careful. Because only be concentrative can avoid to end up with nothing