INTERNATIONAL MBA PROGRAM.......................................................................................................................... 0
NATIONAL CHENGCHI UNIVERSITY..................................................................................................................... 0
CHAPTER 1 INTRODUCTION............................................................................................................................... 5
1.1 Research Motivation....................................................................................................................................... 5
1.2 Research Objectives ....................................................................................................................................... 6
1.3 Scope .............................................................................................................................................................. 7
CHAPTER 2 STUDY OF BRANDING................................................................................................................... 10
2.1 Characteristics of Global Brands ................................................................................................................... 10
2.2 Roles and Responsibilities of Brand Building ............................................................................................... 12
2.3 Guidelines of Effective Brand Building Programs ........................................................................................ 13
CHAPTER 3 METHODOLOGY............................................................................................................................ 15
3.1 Critical incident Technique Analysis ............................................................................................................. 15
3.2 Utilization of Critical Incident Analysis: ....................................................................................................... 16
CHAPTER 4 BACKGROUND OF CASES STUDIED.......................................................................................... 18
4.1 Trend Micro Incorporated............................................................................................................................. 18
4.2 BenQ............................................................................................................................................................. 22
4.3 Giant ............................................................................................................................................................. 25
CHAPTER 5 CRITICAL INCIDENT ANALYSIS OF EACH CASE STUDIED................................................ 28
5.1 Trend Micro.................................................................................................................................................. 28
5.2 BenQ............................................................................................................................................................. 31
5.3 Giant ............................................................................................................................................................. 34
5.4 How the Critical Incidents of TrendMicro , BenQ and Giant Link ............................................................... 36
CHAPTER 6 CONCLUSION AND SUGGESTED FURTHER STUDIES............................................................... 38
6.1 Summary....................................................................................................................................................... 38
6.2 Research limitations and suggestions for future research.............................................................................. 39
APPENDIX I 2003 TAIWAN TOP 10 GLOBAL BRANDS.................................................................................. 41
APPENDIX II 2004 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 44
APPENDIX III 2005 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 47
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Private and Confidential 3
APPENDIX IV 2006 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 50
APPENDIX V 2007 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 53
APPENDIX VI 2008 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 56