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Qisda Corporation
BenQ
BenQ Corporation is a Taiwanese multinational company that sells and markets technology products, consumer electronics, computing and communications devices under the ‘BenQ’ brand name.
For a Taiwanese business-to-business company, to move into a global competitive consumer space would always present major challenges, particularly when the competitors were large, well established and extremely well-known.
The existing brand identity had failed to gain recognition within the initial twelve months. Retaining existing elements and creating a broader visual brand language transformed and added identifiable personality provided a platform for global expansion.
The two halves of the same photograph demonstrate the brands’ ability to individually respond to different marketplaces the upper half illustrates the strong use of colour familiar in the Chinese and other Asian marketplaces, while the more restrained neutral tones fit comfortably into the more refined European markets.
Qisda Corporation
BenQ
BenQ Corporation is a Taiwanese multinational company that sells and markets technology products, consumer electronics, computing and communications devices under the ‘BenQ’ brand name.
For a Taiwanese business-to-business company, to move into a global competitive consumer space would always present major challenges, particularly when the competitors were large, well established and extremely well-known.
The existing brand identity had failed to gain recognition within the initial twelve months. Retaining existing elements and creating a broader visual brand language transformed and added identifiable personality provided a platform for global expansion.
The two halves of the same photograph demonstrate the brands’ ability to individually respond to different marketplaces the upper half illustrates the strong use of colour familiar in the Chinese and other Asian marketplaces, while the more restrained neutral tones fit comfortably into the more refined European markets.
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