Insights

Organized by the Taiwan Institute of Directors and the Chinese Family Business Alliance, the 7th Chinese Family Business Forum was held on November 21, 2018. In addition to the release of the 7th annual "Chinese Family Key Report," the Forum also featured multinational experts, such as Shih Chun-Jung, Founder of Acer Group, Prof. Toshio Goto from Japan, Dr. Hiu-Lu Lee from McKinsey & Company, and Martin Kessler, Founder of Pro Brands Group, to discuss the importance of family unification, governance, inheritance, and sustainable management. Experts gathered together to explore the ways of family unification, business management, inheritance, and sustainable governance.

It is not an easy process to build and design a brand that represents the image and reputation of an enterprise. However, many enterprises often because of weak brand planning awareness, or a moment of negligence, did not register its trademark in time to protect the brand, the result is that other enterprises registered first or imitation, which not only brings enterprises huge economic losses, but also will make the enterprise painstakingly operated by the brand reputation and image of the serious damage.

It is only through hard work that one can win! Under the wave of globalization, many Taiwanese SMEs have defied competition and actively transformed themselves to secure a place in the global industrial chain, which can be regarded as the invisible champions in the industry, and it is worthwhile for enterprises in the midst of transformation and upgrading to learn from them.

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.

Many new companies often neglect to protect their brand and trademark rights at the beginning of their establishment, and as a result, they may have to spend more time, money and effort to deal with the subsequent problems. Therefore, from the standpoint of brand building, let's talk about how companies should lay out and pay attention to in order to protect their trademarks and brands from unnecessary losses due to infringement.

"Our products are so good, why don't consumers buy them?" Many enterprises often have this kind of doubt. They have spent a lot of money on publicity, but the sales effect is still not as expected; or, in the competitive market, they cannot make consumers have a deep impression on the brand.

There are many stages in brand building, and in addition to the corporate identity, the visual composition of the corporate image plays an important role in today's branding program.