Taiwan as a second mover in the global branding battleground, there must be numerous particular obstacles need to overcome. This study aims to compare enterprise performance before and after branding, targeting ASUS and HTC as the study cases.

After calculating the EV/EBITDA ratios of both companies since they has gone public, collecting brand values provided by Interbrand, and conducting security valuations by two models, the results show two different stories: a steady-growing and a risk-taking one, which are ASUS and HTC, respectively. Investing in innovation and branding might not get the pay-off in a short run; however, the earlier enterprises start, the more they can learn from it. Owing to the precious experiences provided by ASUS and HTC, if executives and investors change their mindset to the sustainable development, the branding future of Taiwan is worth waiting.

CHAPTER 1 INTRODUCTION
CHAPTER 2 LITERATURE REVIEW
2.1 Industrial Footprints in Taiwan
2.2 OEM, ODM and OBM
2.3 Postindustrial Possibilities and Manufacturing Servitization
2.4 Branding in Taiwan
CHAPTER 3 METHODOLOGY
3.1 Research Method
3.1.1 EV/EBITDA Ratio
3.1.2 Multiple Discriminant Analysis and Logit Analysis
3.1.3 Interbrand’s Multiplier Model
3.2 Research Process
CHAPTER 4 CASE STUDY AND COMPREHENSIVE DISCUSSION
4.1 Case Overview
4.1.1 ASUS
4.1.2 HTC
4.2 Enterprise Performance Before and After Branding
4.2.1 ASUS
4.2.2 HTC
CHAPTER 5 CONCLUSION
CHAPTER 6 REFERENCES

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