Within a highly competitive business environment of globalization, Taiwan's traditional manufacturing OEM based mode of operation is gradually coming under threat. With the convenience and rapid spread of information, the cost of the manufacturing sector is gradually transparent. As a result, distributors and brands continue to review the cost and using price comparison to get the low cost products. Lead to domestic manufactures¡¦ price competition in order to gain the business. Except the profits has been reduced and the trend of diversified products. The manufacturers had to give way to foreign buyers, a highly customized products is sold for affordable, not only have to increase production costs, must also be a compromise in low profit environment. Therefore, aim for running own brand business is one of options of way out; Own brand business is popular now. Running own brand business is becoming increasingly important; many manufacturers attempt to get rid of the OEM image and replace it with the brand strategy planning and execution of the mode. How to develop a global branding has become the focus of one of many Taiwanese business objectives. Therefore, this dissertation will see Company X as a case study, to discuss the own brand strategy planning and execution of the traditional industries. In this dissertation, brand definition as the start then using five forces analysis and competitive analysis to identify the so-called competitive advantage and core competencies, and then to develop the own brand strategy. The results of this study will be able to reference and basis for future implementation of own brand in company X.