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In short, in comparison to other markets HP in Taiwan does not enjoy the same brand prestige nor employ the mass media as effectively. It still needs more work to improve its brand strength with the higher standard and competition in the Taiwan notebook market. Some recommendations will be suggested in the following section.

Recommendations for HP

Base on our research, this part suggests the potential for brand and marketing communication strategy to HP business development in the Taiwan notebook market. Although a single case study can not reveal everything about the consumer perceptions and different notebook brands' strategy in the Taiwan market, this study is able to suggest some directions to HP for the future development. Obviously, HP needs to strengthen its present levels of brand positioning and brand loyalty levels through integrated marketing communications.

Maintain a Reputation for Reliability

Compared to Asus and Acer, HP has managed to achieve a strong reputation for reliability and popularity by meeting consumers' expectation for a premium product and service quality (the most important product attributes). From the long term perspective, HP should endeavour to maintain this reputation for reliability. The reputation comes from brand image and the recommendation of both consumers themselves and their friends.

Although HP has achieved reputation of reliability because of its product and service quality, which has given it a competitive advantage and its current market share, it needs to maintain and reinforce this unique advantage through various public activities with linkage of its desired image-technology leadership and innovation, for example, how HP's new technology improves product quality. This reputation should be built not only on stable product and service quality but also its ability to maintain technological leadership and innovation. Therefore, it needs to focus on these factors to maintain and improve them in order to retain and strengthen its brand image in the Taiwan notebook market.

Improve the Sense of Value and Fashion

Based on the research, we know that function, price and appearance are also regarded as important product attributes from a consumer point of view. Actually HP has got a good image of reliability among its main competitors. However, other attributes are showed weaker scores than Asus and Acer. Thus, to expand market share HP should associate its brand image with important product attributes by emphasising that its function brings more value than its actual price and its appearance is fashionable. Indeed, HP's new imprint technique has created an attractive selling point for HP but HP only highlights its new innovation and technology.

It would be better and more cost efficient if HP focuses more on its fashionable appearance achieved by new imprint technique. This mage can be also built up by link本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。