Insight
Brand power is a standard feature when it comes to breaking through in a trending industry.
Recently, I participated in the "Foresight 2018 Global Brand Industry Summit" organized by the Global Brand Management Association, in which it was pointed out that on the basis of the 2017 Global Brand Strategy, it is proposed to adopt the "New Orientation Strategic Framework" in 2018, with two major niche industries, including the "Great Health Industry" and the "Intelligent Manufacturing, Intelligent Marketing and IoT Branding", as the entry point for the Taiwan government and enterprises to focus on.
Prof. Chunshan Chen, Chairman of Global Brand Management Association, mentioned that due to the change of Trump's trade policy and the political uncertainty across the Taiwan Strait, the Association believes that it is necessary to invest in the U.S., establish the relationship between the two sides' industries, and use mergers and acquisitions and the transformation of the business model to gain profits for the industries and to gain a proactive position in the international trade for Taiwan, and hereby advocates the new eastward plan combined with the new southward plan for the benefit of the development of Taiwan's brands. We hereby advocate the New Eastward Program, combined with the New Southward Program, to facilitate the development of Taiwan brands.
Therefore, the Association suggests: (1) Continuing the 2017 global brand strategy (promoting English as the official language, establishing a friendly internationalization environment, expanding global brand awards, co-constructing a brand flagship park, and a southward talent recruitment program.) (2) The New Southbound Policy must be sustained in order to move towards globalization (cooperation between industry chains and talent chains, establishment of a platform business model and M&A model in East India, laying the foundation for diverse partnerships in the New Eastbound), and (3) The New Eastbound Policy must be pursued (industry funds first, closer integration of talent and academia, building a civil society as well as a national brand).
In addition, Mr. Wang Jian-lin, Vice President of the Chung-Hua Institution for Economic Research, pointed out in his speech on "Taiwan's Economic Trends and Industrial Transformation in 2018" that one of the dilemmas of Taiwan's industrial development model is the series of socio-economic problems triggered by the "cost down" model, and that if we want to break the vicious cycle, we need to focus on the human being and change to the mindset of "value up" in order to increase value. One of the strategies is to develop towards differentiation, for example, Switzerland has invested in R&D, IP and brand development to increase the value-added and become a gathering place for important global enterprises.
In the face of the global ageing era, Yin Shutian medical consortium corporation Shutian urology eye clinic Shutian Hospital vice president Liao Shijie analysis, intelligent health care and remote care, information innovation VR / AR and health industry, health care parks and the silver hair long care, precision medical (blood cancer screening, personal genetic testing, regeneration of medical) and other four areas, will be the direction of development of the brand of the large health industry.
Huang Yen-Nan, Director of the Center for Information Technology Innovation, Academia Sinica, said that the global manufacturing industry is developing towards informationization and intelligence; and under the Internet of Things framework, manufacturing service and service intelligence are even more imperative. In addition to intelligent services and marketing, branding is the key project to enhance customer trust and satisfaction.
Echoing the views of the experts in the forum, the author also observes that Taiwan enterprises are relatively outstanding in R&D technology, product service, and channel layout in the above industries with development prospects; however, it is a pity that the attention and resources invested in the key element of branding (brand identity design, brand experience, and brand communication) are relatively insufficient. Unfortunately, the attention and resources invested in brand building (brand identity design, brand experience, and brand communication) are relatively insufficient. The prevalence of "inconsistency between the outside and the inside" (the inability of external perceptions to accurately convey core competitive advantages) is not conducive for individual enterprises to stand out among the many competitors in the world, let alone the shaping and accumulation of the national brand as a whole.
In Taiwan, we have assisted a number of corporate partners in the healthcare and manufacturing industries in their branding efforts: the healthcare industry includes MiCareoThe company's name is Tianjian Huaxia,Axia (Tw)Manufacturing industries such asPRORIL Fangsheng Electric Machine、CTC Spectrum Electronicsetc.
MiCareo（MiCareo is a biotechnology research and development company co-founded by a professor from the Department of Chemistry at the University of Washington and the YFY Group. MiCareo's main product is a cancer detection platform that uses microfluidic chips to detect the number of circulating tumor cells in the bloodstream as an indicator for cancer diagnosis, and it is expected to lead Taiwan towards the innovation of in vitro diagnostic devices.
SJM's original brand identity was not strong enough to be clearly perceived from the fierce competition. In order to communicate more effectively with customers, Pro optimized the original brand logo and established a new brand identity that fully echoes and demonstrates the product characteristics of "high-end technology" and the brand spirit of "precision and sharpness".
Another example is CTC Spectrum ElectronicsFounded in 1987, Spectrum Electronics, Inc. Founded in 1987, Spectrum Electronics is dedicated to the research and development and manufacturing of AC/DC power converters. Early on, the company started with the production of coil winders/transformers, and now it focuses on the provision of power converters to provide brand-name companies and electronic OEMs with high-end power supply solutions in small quantities, customized, and high-quality products and services.
Like many of the companies that we have helped, Spectrum is facing a critical moment of industrial transformation. As we reach the 30-year milestone, we need to innovate our services and products, and gradually change our business strategy from being a foundry to a comprehensive solution provider, with the promise of becoming a long-term business partner for our customers. In the face of this change in role, Spectrum needs a brand new corporate image to continue its entrepreneurial spirit and to communicate its vision of future development both internally and externally.
In response to this, Pro continued to optimize the impression that the old logo had accumulated in the market and in the minds of customers, and presented a new, exciting and positive image. The logo combines the classic flag with a curve that symbolizes electricity, and the use of red gradients not only makes it look richer and more vivid, but also increases the flexibility of future applications. In addition, considering the different application environments, Prodigy developed an icon to differentiate various industry categories and to organize the contents of marketing materials, presenting the competitiveness of products with clear information images and data, and simplifying and clarifying the procedures of business communication. For more information about the branding process, please refer to: Case Study - Evolution and Re-value Spectrum Electronics' Re-branding Process.
In the process of brand building, the above enterprises have gained the following benefits:
1. To sort out the direction and strategy of the company's future development, and to ensure that the brand construction and design meet the needs of the organization's development.
2. design a consistent brand identity that meets international design standards and establishes a clear brand identification system.
3. According to the brand identity elements, design consistent and visually appealing brand promotion and sales support materials to make the brand more competitive.
4. Compile brand identity system management manuals and establish design standards as a tool for effective long-term brand maintenance.
The brand building process based on the premise of "co-creation" cultivates a clear understanding of the brand among employees and promotes their recognition and centripetal force towards the corporate brand, making them brand ambassadors for external promotion.