Recently, markets for many technology oriented products have matured rapidly. In case of Personal Computers, consumers are buying with the idea of "total cost of ownership". They are willing to pay premium price for brands they purchase to get more security from risks. Thus, brand name decisions become one of the most important strategic decisions.
To evaluate branding alternatives of a PC maker of a developing country in U.S. market, this study analyzes the case of ACER. A two-dimension-four strategy model proposed by Vijay Vishwanath and a brand extension strategy model by Peter Doyle are applied for case analysis.
According to the analysis, the company is recommended to enter the retail channel rather than the commercial channel. Also, it should use its newly acquired individual brand along with its existing company brand to focus on subsegment markets differentiating products from their competitors.
