The desired brand image is for customers “to trust BenQ to bring enjoyment to work, leisure, learning, and entertainment with the broadcast range of top-quality networked digital lifestyle devices.” According to Lee, BenQ puts stress on “Enjoyment matters” because our lifestyles fall into four categories: work, learning, entertainment, and leisure. We put emphasis on giving everyone a better technological tool. Nowadays technology has widely advanced and personal lifestyle has improved, which leads people to spend more on entertainment. It is difficult to distinguish among entertainment and leisure from work, so technology should provide the means to place both together.
This is the spirit of the BenQ brand – a belief that work and play ought to be intertwined, and can be; hence the brand mission. To achieve an easy linkage between people and digital IT products, so as to enable every person to gain entertainment from work, Wang initiated the idea of “Enjoyment network” – an open standard platform for accessing and sharing data among different types of digital devices that can be easily linked together via a simple user interface, allowing users easily to truly enjoy the benefits of digital technology.
This seems to me to be reminiscent of many high-tech firms who seem to be trying to bridge the gap between technology and humanity. But, of course, while objectives might be similar, it is how you do it that counts.
BenQ’s initial growth strategy has been more sales – than brand-driven, as it needed to rapidly gain brand recognition, but that is now changing. It has established its technological capability and a strong overseas operation, two of the three qualifications for building is brand marketing.
没有评论:
发表评论