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Case Title:

Acer Inc.'s Spin-off, BenQ: Brand Building Strategies

Publication Year : 2006

Authors: Nusrat Jahan Maldar & Sumit Kumar Chaudhuri

Industry: Engineering, Electrical and Electronics

Region:Taiwan

Case Code: SPN0004

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
Taiwan's original design manufacturers (ODM’s) are anonymous companies that manufacture electronics components and products for global industry leaders like Nokia, Motorola, Dell, Sony and Apple. These contract manufacturers own some of the most efficient supply chains in the world, and are capable of competing with their leading customers but for the lack of a globally identifiable brand name. Acer, the Taiwanese computer maker's spin-off, BenQ, is an ODM, which is attempting to rise from obscurity by building its brand name using funds from its contract manufacturing business.

Pedagogical Objectives:

  • To highlight BenQ's brand building strategies
  • To provide scope to discuss BenQ's ability to sustain the branding efforts when its prominent customers are severing business relations as the company evolves into their competitor

Keywords : Original design manufacturer (ODM), Brands & Branding Case Study, Original equipment manufacturer (OEM), Taiwan contract manufacturing, Brand building strategies, Corporate logo, Consumer electronics industry, Semiconductor industry, Real Madrid, Siemens mobile phone business, Stan Shih, Two dagger approach, BenQ bringing enjoyment and quality, Acer Compal Quanta, Eric Yu, Motorola Nokia

Contents : 
BenQ: The Consumer Electronics Spin-off from Acer
Building the BenQ Brand
Ten Most Valuable Taiwanese Brands, 2005
BenQ’s Corporate Logo
Select Taiwanese Handset Manufacturers and Their Clients

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