Exploring Key Successful Factors of Brand Management Taiwan

[[abstract]]In the past, enterprises in Taiwan were mostly OEMs or ODMs. After a long time, the technologies and experiences these enterprises are said to be of internationally renowned standards. However, looking at the international market, there are only a few international brands that are operated by Taiwanese enterprises. As the international market is getting more competitive during the last few years, in order to encourage Taiwanese enterprises to move toward internationalization, the Taiwan Government started promoting enterprises to have their own brands. Although the technologies and experiences of Taiwanese enterprises are much admired by international companies, there are not many international brands that are owned by Taiwanese enterprises in the international market. After all, a brand needs years of management and various other factors in order to be successful. Moreover, a brand is the most valuable intangible capital created by an enterprise. Hence, in the global competitive environment, the ways for Taiwanese enterprise to manage own brands are very important. Thus, in the research, HTC Corporation, the enterprise that is the most representative successful Taiwan brand was used as the research target to find out five major perspectives and 20 sub-criteria that are important to Taiwanese enterprises in terms of having their own brands. Analytic Hierarchy Process and Decision Making Trial and Evaluation Laboratory were then applied to obtain the priority order and the causal relationship of the criteria. In terms of priority order, brand loyalty, of the five major perspectives, had the top weight rating. In terms of causal relationship, satisfaction under brand loyalty was the sub-criterion that was most worth improving by enterprises; celebrity endorsement under brand familiarity was the sub-criterion that was most worth improving; product appearance under brand association was the sub-criterion that was most worth improving; quality content under perceived quality was the sub-criterion that was most worth improving