From OEM to OBM - a case study of branding Taiwan

Abstract

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.