Branding? Bah!

Interestingly, some tales end right at the point where they started. December 2001 saw the birth of BenQ Corp. as a separate brand to differentiate itself from its parent company Acer. After facing a rather bumpy ride during these 5 years, the company recently declared to go back to its roots of contract manufacturing and bid a farewell to the branded business. The company has got a new name, Jia Da Corp. (meaning excellent achievement) and will carry on making consumer electronics under the BenQ brand.

The new unit will be a 100% owned subsidiary of Jia Da Corp. and is being set up to lift up the operating efficiency and toughen the business competence of BenQ. “This announcement is a continuation and fulfilment of our Dual Core Competency Strategy, which allows the BenQ Group to focus on two very specialised fields of ICT industry,” said K.Y. Lee, Chairman of BenQ Corporation.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2006

An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative

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