2. The Team

3. Agenda Our team work experience BenQ at a glance The major issues & teaching objectives Progress report

4. Our Team Work Experience At first it was textiles Switched to electronics company BenQ & Acer…and Motorola (OEM) WHY? (the switch)

5. Come to meetings prepared (secondary data) Record your meetings Put up a networking tool: Resource Center Compromise HOW? (recommendations) Our Team Work Experience

6. Deciding Upon a Focus OEM Textile ACER Branding

7. BenQ's branding strategy at a glance

8. The Major Issues Going global Why branding? Managing talents Whose backyard to tap? Limited resources

9. Going Global Issues Global branding for a developing world company –Asian Stereotypes: Technology know- how –Country-of-origin effect Teaching Notes Perceptions of Taiwan: Manufacture or a Creator Influence of country-of origin effect Remedies: country awareness schemes

10. Why Branding? Issues Low profit margins from OEM/ ODM business Risk to lose OEM/ ODM clients Teaching Notes Price war (Dell) Branding as a differentiation strategy OEM & Brand: Conflict or Synergy

11. Managing Talents Issues Ability to attract best marketing talents Communication the BenQ branding strategy: utilization of expatriates Teaching Notes Lack of brand awareness Branding globally through local people

12. Whose Backyard to tap? Issues Europe Asia: -Taiwan -China -India Teaching notes European acceptance Europe imports a lot of IT products Competitive U.S. market

13. Limited Resources Issues BenQ’s brand value worth US$ 280 million Samsung brand value worth US$ 10.85 billion Teaching notes How to do global branding with limited resources

14. Progress Report Interview with BenQ PR Officer Finalizing Case draft Teachers notes CD  Doc. And PPT. files as main sources  BenQ profile  BenQ Advertisement (interactive tool)