BENQ’S DEAL OF THE CENTURY?. B EN Q’s Deal of the century? . International Marketing STUST . FOCUS NANTAI. 1. INTRODUCTION. B EN Q is a Taiwanese firm . It is a consumer-electronics maker. The company’s core products include: -Flat screen TV sets. -Notebooks. -PC monitors.
-Flat screen TV sets.
-Other consumer electronics gadgets.
-The rights to the Siemens trademark for 18months.
-Co-branding rights for 5 years.
-It also gain access to Siemens intellectual property.
-Transfer of technology.
-Gain new market/prospect/outlet Access to Siemens customer base in Europe & Latin America.
The value of having a well-known brand name, so can generate more money from products with that brand name than from products with a less well known name.
an asset in building long term brand reputation.