Abstract
The topic of this research focus on finding out success factors of branding in HTC (High Tech Computer Corporation), which is the leading company in smart handheld device industry. We can easily find many cases in operating own branding and OEM in Corporation development in Taiwan. However, there must have conflicts between own branding and OEM finally base on many cases. But we can see HTC's total revenue and profits from 2006 to 2007 increase by more than 20%, which means HTC has remarkable achievement in developing own branding area. The information and engineering industry in Taiwan, most companies adopt OEM and ODM as the main forms. In this way, the advantage is production capability and total revenue increase year by year, but this also yield another issues: OEM forms will result in empty industry effect and OEM makes less and less profit under cutting price down. Many corporations realize OEM result in less profit can solve by construct own branding (OBM). High Tech Computer Corporation is a typical case to probe into deeply. This research will using case study interview, HTC as a research goal, in narratives way to conclude the success factor of branding in HTC. The research indicates HTC promote own branding successfully for five factors: (1) cooperation with Microsoft: first adopt Microsoft CE OS; (2) building cooperation network with global telecommunication company;(3) customize device and quality control ability; (4) Time to market;(5) well-construct information system.