Abstract Due to relaxed regulations and the active attitudes of Taiwan government¡¦s applying international organizations; Taiwanese firms are facing steeper competitions from international brands and transformation challenges. Although Taiwanese firms possess top-tier techniques in several aspects, brands managing are ignored for a long period. With international brands¡¦ experience in marketing, consumers are more likely to purchase foreigner brands instead of Taiwanese brands. For Taiwanese brands, consumers¡¦ attitude will be the prime supporter for branding. Thus, Taiwanese brands should consider on how to boost loyalty of high-brand-identity consumers and to induce low-brand-identity consumers to purchase. The utmost task for Taiwanese brand breeders is to understand the brand identity of Taiwanese consumers. Different alternatives should be planned to focus different consumer types. Consumers¡¦ feedbacks should also be considered for the sustainability of the brands. Due to branding efforts paid by firms and Taiwanese governments, this research served a psychological concept ¡V identity ¡V as a tool in explaining the concept of ¡§overall Taiwanese brands¡¨ and identity of Taiwanese consumers. This research serves ¡§firm side¡¨, ¡§government side¡¨, ¡§consumer side¡¨ and ¡§the latest satisfaction¡¨ as the dimensions in discussing their relation with ¡§Taiwanese brand identity¡¨. Researchers studied several aspects via serving a specific brand as an example. In ¬x¶¶¼y¡¦s research on Taiwanese brand competitiveness, he serves the study as a direction of Taiwanese firms which are intending to develop brands. Yet no previous papers have studied on the topic of brand identity, thus this research is an innovation. The outcomes indicate that consumers possess more positive attitudes toward 3C products than before. Three out of the four independent variables ¡V ¡§brand marketing¡¨, ¡§personal characteristics¡¨ and ¡§the latest satisfaction¡¨ ¡V have significant positive relation with Taiwanese brand identity. On the other hand, the results indicate that modifying effects exist only in (1) ¡§Gender¡¨ and ¡§the marketing popularity of enterprises which owns Taiwan brand¡¨ and ¡§Taiwanese brand identity¡¨, and (2) ¡§Average monthly income¡¨ and ¡§the marketing popularity of enterprises which owns Taiwan brand¡¨ and ¡§Taiwanese brand identity¡¨. The analysis of ¡§demographics¡¨ and ¡§Taiwanese brand identity¡¨ shows that the interviewees¡¦ Taiwanese brand identities possess insignificant differences on five demographic variables.

Small and medium-sized enterprises are the foundation of Taiwan¡¦s Enterprises. With their flexible and efficiency manufacturing characteristics, SMEs are the most contributors for Taiwan¡¦s economic growth. In the past, most Taiwanese firms focus on OEM or ODM business. But in recent years, the growing wages caused manufacturing cost raise and Taiwanese firms faced the threat of severe global manufacturing competition. The situation has become increasingly difficult for many companies in Taiwan to stay in business. To build an own brand becomes an important strategy for Taiwan companies. This study explores the international branding strategy of Taiwanese enterprise. A qualitative case study approach was employed in this study to study six Taiwanese firms which attempt to build their brands in the international market. The result shows that (1) In order to quickly respond to environmental needs, the integration of internal resources (evaluate core capability) and the analyzation of external environment (market size) are required. (2) Entry mode: In order to lower the risk, Taiwanese firms prefer to cooperate with local companies instead of foreign direct investment, unless the market size is big enough. (3) Operational strategy: Unlike other global brand, Taiwan brand developed a unique business model. (4) International organization: Headquarter and branch must coordinate and build two-way communication to deliver a consistent brand value.