From OEM to OBM - A Case Study of Branding Taiwan

  • Hui-Yun YenEmail author
  • Yu-Ju Lin
  • Yige Jin
  • Rungtai Lin
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9180)


Recently, product design in Taiwan has entered the original brand manufacturer era, which involves the evolution of Taiwan design development. Taiwan is eager to transform its economic development to “branding Taiwan.” Based on previous studies and experience in Taiwan, this study proposes a conceptual framework to study Taiwan design development, which has transitioned from “use” to “user,” “function” to “feeling,” and “hi-tech” to “hi-touch.” Hence, this study aimed to provide designers, companies, and organizations with a design strategy that is tailored to the current market. The results are presented herein to provide an interface for examining Taiwanese design development across cultures and to illustrate the relationship between local design and the global market in Taiwan’s economy, industry, and design development.


Branding Taiwan Product design OEM ODM OBM 



The authors gratefully acknowledge the support for this research provided by the Ministry of Science and Technology under Grant No. MOSY-103-2410-H-144-003 and MOST-103-2221-E-144-001.


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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Department of AdvertisingChinese Culture UniversityTaipeiTaiwan
  2. 2.Graduate School of Creative Industry DesignNational Taiwan University of ArtsBan Ciao, TaipeiTaiwan
  3. 3.Shanghai Art and Design AcademyShanghaiChina

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