A Study Of The International Consumer Electronics Brands

The paper aims to reveal the characteristics of the International Comsumer Electronics Brands by analyzing the fourteen brands introduced in the book Encyclopedia of Consumer Brands (1994) and taking advantage of the brand websites. IBM, Sony, GE(General Electric Appliance), HP(Hewlett-Packard), Toshiba, Panasonic, Emerson, Sanyo, Sharp, Pioneer, Hitachi, Quasar, Zenith, Magnavox are the fourteen international brands studied. The analysis shows that the international comsumer electronics brands hold the following traits related to brand building: (1) having a brand-building history of more than twenty-five years; (2) the technology revolution bringing the electronics industry, because nine brands set up during the time; (3) Japan and America being top of the electronics industry, holding thirteen seats in all; (4) paying great attention to product research and development, and putting 5-9% profit to develop new technology and products; (5) attaching importance to brand distinction, especially the attraction and acceptability of a brand name; (6) emphasizing adverting investment; (7) seeking active ways to avoid trade obstacle; (8) internationalizing with the developed countries as the first step, and being careful of the first country; (9) placing much emphasis on company layout.