Brand Building Of ArcSoft

With the advent of the mobile Internet era, various software manufacturers and enterprises are beginning to actively make the preparation for grabbing the leaping-forward opportunity. Especially for some enterprices who dedicated to serving OEMs, want to build their own brand and marketing channels to expand their business by seizing this opportunity. For a long time, the core competitiveness of the software industry is technology. However, with the changes of the user experiences, advancements of industry technology, decreasing of technical barriers, and the gradual improvements of the users’ experience of supporting hardware, on one hand, there are less and less differences aomong competitors, on the other hand, the comsumer require more beyond the functions and easy to use of program. For example, the editing application for makeup and producing the personality is next big chance in the area. The paper study how the enterprise chooses the right product and marketing channel to build its brand in the situation of transformation from OEM provider to the independent brand.This paper discribe the development of software industry, analysis the courses and opportunities for multimedia software area. By reseaching the current situation of ArcSoft, mostly the product, brand, opportunities and challenge based on the OEM business, the paper point out the problem that ArcSoft had no contribution on the consumer brand but now we have the chance to make a break. the view of building its own brand while developing OEM marketing int the same time. With the help of powerful technologies and intellectual property, along with the industry benefit and brand building theory, ArcSoft should take the chance and make the first step.This paper uses a combination of theoretical and practical approach to analyze and case-studying the branding of software applications in mobile Internet era, providing some references for ArcSoft branding in the consumer market.