The announcement was made to clarify the brand difference following the recent announcement of a new brand name Benq, by Acer Group affiliate – former Acer Communication and Multimedia, now known as Benq Corp.
The pan Acer Group will now employ two distinct brands, Acer and Benq, in two different arenas and expand its new global brand territory. Since year 2000, Acer brand has extended beyond its renowned PC products to information appliances and e-Enabling services. The newly established Benq brand will reinforce its core focus on cross-media digital devices.
Both Acer and Benq demand individual brand personalities in their own markets. Acer brand shall position itself as an eEnabler through its IT products and MegaMicro services, aiming to break the barriers between people and technology. On the other hand, Benq’s brand characteristics emphasize its capability to use technology to bring enjoyment and fun to users.
In short, the two brands are represented by:
Acer : technology & service
Benq : technology & enjoyment
As Chairman of both Acer Inc. and Benq Corp., Stan Shih reveals his life-long endeavors on branding business, One more global brand from the pan Acer Group will definitely enhance the visibility of Acer and, in general, create a stronger overall brand image to impress our potential customers. Starting as a small company in Taiwan, Acer was founded twenty-five years ago with only one million NT dollars. Acer’s co-founder and Chairman Stan Shih is very pleased to see the tiny organization become a well-known Asian giant conglomerate at this time, with two global brands, Acer and Benq.
