Abstract
The industry development of Taiwan was focused on manufacturing the competitive advantages of high quality, high cost benefit and economic of scale in the past. Yet the value created by the competitive advantage is gradually being compressed along the industrial production standardized, mature and stabilized. Enterprise in sequence to gain competitive advantage in low profit environment must solid the capabilities, shifting from the manufacturing role to developing innovation and design, high value added brand and service. The firm must continue to provide a level of differentiation of its products or services from competitors to effectively establish its own brand. the higher differentiation degree from its competitor will bring the stronger bargain power and sustainability. This case study will examine a self-brand tape dispensers manufacturer – E company. By using the five forces analysis framework to evaluate the key success of the brand competition strategy and outline the advantages and drawback of the projects of E-company that may be able to set as reference strategies and transform to the other company. Finally, the expectation of improvement program and recommendation of future development that expects to exerts and benefits the brands.