Title page for etd-0019118-225427


[Back to Results | New Search]

URN etd-0019118-225427
Author Daniel Aschauer
Author's Email Address No Public.
Statistics This thesis had been viewed 5189 times. Download 0 times.
Department Master of Business Administration Program in International Business
Year 2017
Semester 1
Degree Master
Type of Document
Language English
Title An exploratory study on successful brand positioning of a
Taiwanese SME in the European AV market
Date of Defense 2018-01-12
Page Count 105
Keyword
  • country of origin
  • brand equity
  • AV industry
  • B2B brand
  • Taiwanese SME
  • Abstract This thesis aims to answer how Taiwanese SMEs can successfully build brand equity and introduce their brand to the European audiovisual market. The theoretical concepts of building brand equity and country-of-origin effect have been used to analyze the approach of Kaohsiung-based case company BXB, the successful Taiwanese brands Acer and Giant as well as competitors present at trade fair ISE Amsterdam. The posi-tive country-of-origin of Taiwanese products today has a positive influence on their brand equity; however European brands are often still preferred by local customers.
    Brand awareness has been identified as a critical barrier for Taiwanese SMEs entering Western markets that needs to be overcome; innovation is furthermore crucial in order to increase perceived quality. The target market has been identified as highly frag-mented and saturated, with system integrators being the major customers for producers of AV equipment. European competitors have been found to focus on high quality and usability with their branding, whereas Chinese players mainly stress their technical competence. Taiwanese SME BXB has been found to be lacking a clear brand posi-tioning focus between these two approaches, which should be overcome by adopting a new branding strategy based on the method of a successful Japanese competitor.
    Advisory Committee
  • Chun-Tuan Chang - chair
  • Thijs Velema - co-chair
  • Sung Chao-Hsien - advisor
  • Files
  • etd-0019118-225427.pdf
  • Indicate in-campus at 99 year and off-campus access at 99 year.
    Date of Submission 2018-01-21

    [Back to Results | New Search]


    Browse | Search All Available ETDs

    If you have more questions or technical problems, please contact eThesys