The overall goal of the company is to make BenQ and international, globally recognized brand. Its original parent, Acer, never made it as a global brand, but BenQ certainly is determined to do so. As lee says, a brand is a bridge for communication between a company and consumers. When a company’s internal essence is made “visible,” it can influence the positive feelings that consumers have toward the company, and such feelings will in the end have an effect on their buying behavior.
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