International Brand Management of Taiwanese Companies
| Thesis title: | International Brand Management of Taiwanese Companies |
|---|---|
| Author: | Liu, Tan-Ya |
| Thesis type: | Diploma thesis |
| Supervisor: | Štěrbová, Ludmila |
| Opponents: | Eickhoff, Matthias |
| Thesis language: | English |
| Abstract: | Nowadays business environment becomes more and more competitive; companies are forced to enhance their position through strengthening of their marketing strategies and brand management. To build a brand and to develop brand management is a huge challenge for Taiwanese original design manufacturers (ODMs) or original equipment manufacturers (OEMs) as they focus more on contract manufacturing. The thesis identifies main strength and weakness of Taiwanese original design manufacturers (ODMs) or original equipment manufacturers (OEMs). Moreover, the study focus on the path and development of Taiwanese notebook and PC manufacturers Acer and ASUS and how they can enhance their position in the competitive business world by adopting brand management. |
| Keywords: | Taiwanese manufacture of notebooks and PC ; Brand management; Marketing strategies |
| Thesis title: | International Brand Management of Taiwanese Companies |
|---|---|
| Author: | Liu, Tan-Ya |
| Thesis type: | Diplomová práce |
| Supervisor: | Štěrbová, Ludmila |
| Opponents: | Eickhoff, Matthias |
| Thesis language: | English |
| Abstract: | Podnikatelské prostředí se v současné době stává vice a vice konkurenčním; společnosti jsou nuceny posilovat své pozice prostřednictvím zesílení svých marketingových strategií a brand managementu. Vytvořit značku a vyvinout brand management je značnou výzvou pro taiwanské výrobce původních produktů (ODMs) nebo původních zařízení (OEMs). Studie se dále zaměřuje na vývojovou cestu taiwanských notebooků a výrobců osobních počítačů Acer a ASUS a na možnosti posílení jejich pozice v konkurenčním světovém prostředí prostřednictvím brand managementu. |
| Keywords: | taiwanská výroba notebooků a osobních počítačů; marketingové strategie; Brand management |
Information about study
| Study programme: | Ekonomika a management/International Business - Central European Business Realities |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of International Business |
Information on submission and defense
| Date of assignment: | 1. 10. 2008 |
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| Date of submission: | 2. 9. 2009 |
| Date of defense: | 5. 10. 2009 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/21743/podrobnosti |