Abstract
Brand and product developments are the cores for small and medium-sized enterprises (SMEs) to keep their long-term competitiveness. The goals are to plan products which satisfy customer requirements and to ensure products are developed timely and to fit the market trend. This study began with research references related to resources, product benefits, and brand strategies for SMEs. The analyses include the development of technical cross-platform products, and a successful business model of brand marketing strategy. The concept of technology diamond model (TDM) was proposed to technological SMEs along with the brand and product strategy. The way of introducing this strategy into actual practices, the purpose is to provide a systematic process to proceed with plans of product developments against basic market and customer requirements. To develop a set of brand strategies which meet enterprises' requirements to contribute to enterprises' sustainable development and keep their competitiveness.
Published Version
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