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Walking into zero zero urban environmental protection store, blue and green logo, simple and fresh lines, bright and clean space, just like the most popular cultural and creative store, until the neighboring mothers and mothers, with all kinds of recyclables into the classification weighing, people realize that this is a resource recycling station!

Whether they have successfully made a name for themselves in Taiwan and want to further expand internationally, or they have to start thinking about expanding into other markets in anticipation of a shrinking domestic market, what preparations should be made before entering a foreign market in order to win a good battle?

For a family business with an established customer base and revenue, it was a challenge to optimize the brand and aim for international expansion. 25 years ago, the company started from the Fool's Farm in Shamkeng, and this year, under the strong encouragement of the company's second-generation brand director, Huang Yongchun, the company is carrying out a great evolution of the brand and the family business under the name of "primona Dreamy Chicken".

Martin Kessler, founder of Process Pulo Brand, believes that "regardless of whether it's a big company or a small business, the method of building a brand is the same." Markus Gut, CEO of Process Pulo Brand, also pointed out, "A brand is more than just a logo; it's a tree. The roots are analysis, the trunk is content, and the canopy is customer experience. What happens to a brand if any one of these elements is missing?" What principles should businesses be aware of when building a brand?

Are customers coming to us because our products are of good quality and other customers are not interested? The management has more important things to do than branding, so brand management is only for the marketing department? Process is honored to be hosted by the Taiwan Machine Tool & Component Association for the "How Branding Can Increase Business Value" course, which provided answers to the questions of the business owners and managers in the meeting.

Spectrum's General Manager, Mr. Cheng Chih-Hang, discusses corporate succession and transformation: "Hardening the company's unique strengths and values is expected to become an important driving force for industry development in the future.

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.