If you think of DIY computer peripherals, you can't help thinking of the Thermaltake brand name. Although it only made its first IPO (Initial Public Offering) on Dec. 12, 2007, its products and brand name have been widely accepted within the global PC DIY market. According to Wagner Chen, Executive Assistant & Spokesman, 'We keep working on telling customers about the idea of DIY (Do It Yourself). We're introducing the idea to institutions, schools, and more¡Xinviting consumers to join us and have fun with DIY.'. Established in 1999, Thermaltake Technology has made good use of its worldwide channels by providing three key products¡Xcases, PSUs (power supplies) and cooling systems.

 

In contrast to similar companies with their own brand, Thermaltake has not only created a shining new brand name, but has also imbued it with a clear image: 'Key 3 Spirit'¡X'Quality, Performance, and Reliability' Every product is aligned with this concept. 'We hope consumers will think of Thermaltake and the Key 3 guarantee whenever they see our logo,' said Chen.

 

The key to successful brand management lies in systematic and serious PLM (Product Lifecycle Management), ERP (Enterprise Resource Planning) and CRM (Customer Relationship Management). This structure acts as a system platform which enables the company clearly to understand the demands of end-users and customers, conveying viable ideas and concepts from RD and PM via marketing to the global channels. Through a chain of cooperation with partners (manufacturers), products, and customer relationship management, the image of Thermaltake has been rooted in service marketing with continuously interacting. In this way, it further affects how consumers look at the performance of their system and products.

 

'As our management guide, our opinion leader works on the assumption that end-users and clients should be the centre of attention in Taiwan. The key to success is brand management, and so is branding the name Taiwan on the world stage,' explained Chen. 'We have succeeded in increasing our revenue from global markets in recent years. This year, we are also going to establish a branch office in Russia to serve our customers there.'

 

Thermaltake's target clients are users who pursue the ultimate product or enjoy DIY computers. Chen admits that they have targeted consumers at the top of the pyramid, especially those gamers who need high-end and eye-catching products. 'Even some consumers at the bottom of the pyramid (or 'entry-level users') also prefer to change to use our peripherals.'

 

Thermaltake always emphasizes the concept of 'Life' and how it links to their products. The company wants to provide more than just utilitarian products, and discovering how to make synergistic products has played an important role in design. 'Our RD has definitely done a great job,' said Chen.

 

For example, for Thermaltake's latest super tower LCS (Liquid Cooling System) chassis, XaserVI LCS and Armor+ LCS products for example, the design concepts came from a principle involved in the manufacture of vehicle engines. The exclusive liquid cooling system is 30% more effective than ordinary coolers, and with the LCS pre-installed in the chassis, it only takes the user a few minutes to follow the five simple steps to installation. Both XaserVI LCS and Armor+ LCS feature a sliding removable hood on top for easy maintenance, optimized design for both liquid-cooled and air-cooled systems, and a sliding motherboard tray and PCI slot for easy expandability.

 

Chen explained, 'The looks of the XaserVI LCS and Armor+ LCS have been designed differently, but both are very convenient for users and gamers as they are fully portable. With these devices, problems of over-heating can easily be ruled out. At this year's COMPUTEX, we will introduce a whole new Liquid Cooling System to show more customers how reliable it is. And shipments will grow this year.'. Moreover, Armor+ LCS is NVIDIA ESA (Enthusiast System Architecture)¡Xa product certified by the first industry standard offering enthusiasts the highest performance and the quietest and most reliable PC platform to take control of their system.

 

If you're looking for green products, it's worth taking a look at Thermaltake's Eco-friendly QFan Power Supply series. The Toughpower QFan series has been specially designed for 80plus compliance. It also provides about the quietest and most efficient thermal dissipation you can find for a PSU. In order to meet enthusiasts' demanding requirements, this new range of PSUs also includes higher power models at 750W/850W/1000W. All models feature the unique design of a patented blade shape and a 360¢X open frame that effectively reduces noise.

 

For Thermaltake, getting closer to end-users is much more important than ever before. That's why the company has taken to setting up online forums where they can interact with consumers. 'For most reviewers and consumers, it's all about what groups you belong to. As part of the group, they feel comfortable and satisfied because they realize their dreams can come true no matter how old they are or what job they do. And our mission is to provide what they really need,' said Chen. Consumers and resellers can freely express their opinion and requests through product blogs and even market survey websites. In this way, not only is Thermaltake's brand image strengthen, but the company is also building a good mode of communication with buyers and users.

 

Of course, management is always the top priority for Thermaltake. By maintaining good relations with the media and building up cooperative partnership arrangements, the company has created a shining new brand name. Thermaltake has already succeeded in branding itself as a design provider that will continue to make dreams come true in the future.