LG has become a strong brand since it entered Taiwan in 2001. According to the Ideal Brand Survey in Taiwan, LG is the number one in refrigerator and washing machine, and number three in TV in Taiwan. LG defeated many Japanese and Taiwanese companies of home appliances. This thesis aims to explore how LG Taiwan builds a strong brand.
This thesis based on Keller¡¦s study ¡§The Model of Customer-Based Brand Equity¡¨ in 2008 and used the case study method to interview with the employees. This thesis finds that LG hires many local employees after entering Taiwan and thus is familiar with the market within a short time. LG Taiwan emphasizes creativity and is able to deal with contingencies in a short time. The management authorizes the employees to do many things in work. LG Taiwan provides customers with high quality products which are easy to use and customer service that is certificated by ISO-9001. LG Taiwan also works harder in marketing promotion to enhance the brand identity. The target customers of LG are those aged from 25 to 45. The products are fashionable and have a longer warranty. Customers think that LG is a spirited brand and it is willing to help them to improve their life quality. LG Taiwan also builds friendship with dealers and chain stores. As a result, LG Taiwan established a higher brand loyalty.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0621112-003254 |
| Date | 21 June 2012 |
| Creators | Wu, Jiun-Jie |
| Contributors | Huei-mei Liang, An-lin Chen, Min-Hsin Huang, Jiun-Ying Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0621112-003254 |
| Rights | unrestricted, Copyright information available at source archive |
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