OA team from Southern Taiwan University of Science and Technology won the
championship in the 2015 Global Brand Design and Planning Competition

OA team, directed jointly by Professor Ya-Jane Yang from the Department of International Business and Jia-Jin Lin from the Department of Innovative Product Design, Southern Taiwan University of Science and Technology, won the 2015 Global Brand Design and Planning Competition, organized by the Global Chinese Marketing Federation Headquarter in Singapore's on June 13. They outdistanced other college teams from Taiwan, China, Hong Kong, Singapore, Malaysia and other territories and won the championship and glory for the country.

【Southern Taiwan University of Science and Technology participated in the finals of the 2015 Global Brand Design and Planning Competition: OA team was making their briefing (from left to right: Huai-Yin Chen, Yi-Tzi Lai, and Tsai-Shin Zheng)】

To train students for better practical experience, the Department of International Business, Southern Taiwan University of Science and Technology, have kept in cooperation with the manufacturer Ocean Attitude, which is one of the few iron lure manufacturers in Taiwan. In recent years, due to the rise of environmental awareness, people now use fake bait in fishing, which is called "lure fishing." The brand design and planning of OA team is executed by 5 students from the Department of International Business: Chao-Lun Li, Jun-Fu Wang, Wei-Jane Yang, Yi-Tzi Lai, Tsai-Shin Zheng. OA team worked together with the Department of Innovative Product Design for the brand design drawings to show new looks. They mainly focused on product features of OA iron lures, applied the five strategic experiences and the 4 value exchanges of created experience proposed by Bernd Schmidt from Columbia Business School, and thus created new value of the brand OA for customers.

【Southern Taiwan University of Science and Technology "OA team" won the championship in 2015 global brand planning competition (from left to right: Professor Jia-Jin, Chao-Lun Li, Jun-Fu Wang, Professor Huai-Yin Chen, Wei-Jane Yang, Yi-Tzi Lai, Tsai-Shin Zheng, Ya-Fei Tsen, Founder of GCMF)】

OA team applied their theoretical knowledge to actual brand planning, thereby capturing the judges’ favor. At the same time, OA team made use of bilingual newsletters to highlight the fruit of internationalization and competitiveness of Southern Taiwan University of Science and Technology. With the addition sound and movement to the content of their newsletter, the lively way of their newsletter presentation won the full agreement of all those in the competition. Moreover, Yi-Tzi Lai won the special award of "Best Speaker." OA team planned brand with correct brand positioning; their planning was highly feasible and creative, together with their energetic, impressive briefing, helped them overwhelmingly won the champion.

【Deputy Secretary Yiao of CCPIT (left) presented the Best Speaker Award s to Yi-Tzi Lai (right)】

The Department of International Business, Southern Taiwan University of Science and Technology, which has been actively cultivating international trade and marketing personnel, has in recent years won funds from the Ministry of Education for its plans and has become a model of excellence in teaching HKUST personnel and training plan for funding assistance and inter-college cooperation. It has also been actively participating, with excellent performance, in the competition for the practice of "learning by doing.”