31 AUG 2007
Based on an institutional program, the China Productivity Center of Taiwan invited Univisual to undertake a Program aimed at developing local businesses.
In this particular context of turmoil of the Country, where the brand becomes protagonist, CEO Gaetano Grizzanti presides a training Convention held at the official headquarters of CPC in Taipei, from August 25th-30th.
The majesty of a Country lies also in its spirit of initiative: in fact, it is interesting to underscore how a population with significant production know-how, implemented a development program to learn how to create and build a brand.
We are talking about a national program of seven years, that began in 2006 from Taiwan Industry with a budget of 61 million US dollars, aimed at developing a branding culture, in particular by small and medium enterprises.
In understanding the risks that they would incur if they didn’t evolve their approach to business – today solely focused on the product – towards an economy aimed at asserting a brand, they constituted a Branding Investment Fund of 6 million US dollars, involving various institutions like the Ministry of Education and Ministry of Economy Affaire.
Taiwan is the sixteenth economic power at international level, it boasts its own currency (the Ntd, New Taiwan Dollar), a certain freedom of expression and a Westernised approach to business. Moreover, not everybody knows that – strange but true – Taiwan is the main seller of patents in the world. We remind that over 90% of laptops are “made in Taiwan” and, just to mention a few Taiwanese brands, there are Acer, BenQ and Asus, known at worldwide level.
The Program consisted of three appointments:
a Plenary Conference, reserved to politicians, managers of institutions for economic development and entrepreneurs, dedicated to official presentations and the explanation of brand in quality of asset of the business strategy for enterprises of the third millennium (about one hundred people were invited);
a Workshop of three days focused on elements that make up a brand and phases to define it, with the review of some case-studies and execution of a final group test (approx. twenty participants, among which professionals university teachers and entrepreneurs);
three Individual meetings with selected enterprises – enterprises of medium sizes which are creating their own identity, with the aim to create an international brand – which were explaining their strategies to Mr. Grizzanti, asking advices and evaluations.