Abstract
Taiwan enterprises operate the business model of Original Equipment Manufacturing (OEMs) to Original Design Manufacturing (ODMs). Since it has entered the highly competitive and low-profit era, the future of this island has been rethinking. The business model of OEM and ODM can be no longer maintain the low-cost competitive advantages, many industry experts and scholars starts to develop toward the own brand manufacture (OBM). Korea, which has the similar economic background as Taiwan has been the same status in Asia. The focus on brand development has been developed these years. In this way, Korea has more competitive strategy within the region area and then entered into the world. The thesis studied the branding practices of Samsung. It focused on its company marketing strategy, the brand value and discussed how Samsung become the global enterprise these years; meanwhile, Taiwan enterprises can learn different experience from the Korean enterprises. There is no short cut to build the brand, Taiwanese company need to develop their brands for certain values and deliver it constantly. Based on the “soft power” of Taiwan enterprises and entrepreneurs, it’s believed Taiwanese brands shall be successfully developed and Taiwan enterprises may enhance the vitality as well as the potential of the enterprises while facing the new challenges. Key words: Branding,OEM, ODM, OBM, Samsung