The Key Success Factors for Developing a Private Brand

This study applied the modified Delphi method to  explore the key success factors for HTC Corporation (formerly High Tech Computer Corporation) to develop its own brand. This research obtained the key success factors for HTC to develop its own brand through literature analysis and identified the most important eleven ones among them through the questionnaire analysis and by the application of the modified Delphi method. The order of importance was : (1) obtaining the leading patented technology, (2) continuous introduction of new products, (3) excellent research and development team, (4) making good use of marketing strategies, (5) strict quality control, (6) seizing the initiative, (7) Blue Ocean Strategy, (8) entering the Chinese brand market, (9) learning from the foundry experience, (10) developing into a global brand through cross-industry alliances (11) strategic product layout. As a result, this study determined that the above eleven factors are the key success factors for HTC to develop its own brand. By virtue of these factors, HTC laid the foundation for its own brand. Therefore, the aim of this study is to provide reference and an example for other industries and enterprises in Taiwan to develop its own brand in the future through the analysis of results and to promote their development and transformation.