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with the HP brand (3.60) in relation to other attributes, yet, HP products gave just half of respondents a sense of good value for money, while a further 35% expressed neutral positions. Even 11% gave negative marks about the value of HP products.

In comparison, Asus and Acer have good value reputations with 85% and 77% of respondents respectively identifying them as good value brands, while a further 8% and 20% of respondents respectively giving neutral answers. In fact only 8% and 3% respondents disagreed or strongly disagreed that these two brands represented good value. Lenovo, on the other hand, had a poor reputation for value with only 28% responding positively.

Two hot issues in the Taiwan consumer market recently have been the environment friendly and brand luxury. The two image attributes, 'green' and 'luxury', can be unique factors bringing some companies into competitive positions with positive perceptions and profitable performances. We tested these two elements to examine if they were associated by notebook brands. People participating in this survey did not tend to associate these two attributes with four notebook brands. 'Green' (3.45) and 'luxury' (3.09) are listed in the last two places among the 10 researched attributes in appendix F, as well as in the HP brand image attributes list in Table 4-8 with figures of 3.57 and 3.28 respectively.

Nonetheless, HP still has tried to deliver a green image with environmental friendly practices. For example, some notebooks which are certified through by ENERGY STAR meet strict energy efficiency guidelines set by the U.S. Environmental Protection Agency and the Department of Energy (Hewlett-Packard 2008d). HP states that it is committed to offer products and services worldwide that help customers save money, conserve energy and improve the quality of our environment. However, these efforts have not been noticed by Taiwan consumers.

We can see that 60% of people choose a neutral response to the 'green' attribute and only 28% of respondents agreed or strongly agreed that HP wad a green brand. Lenovo was in fact regarded as non-green brand with a score under 3. Luxury was the only attribute marked with an overall score of less than 3. It is thus clear that most people did not have an association between notebooks and luxury.

In summary, from these factors researched, we can see that the 'reliable' (4.01) and 'popular' (3.78) attributes are regarded as most important and notable elements of the HP brand image. Only one factor, reliability, gained the highest rating in comparison with competitors- Asus, Acer and Lenovo (Appendix F). Other attributes got lower scores than Asus and Acer but higher scores than Lenovo. although HP was seen as more luxurious than other competitors with exception of Asus. Aperceptual map of reliability and popularity illustrates as following Figure 4-7. Moreover, if we assume the most important product attribute 'quality' results in the 'reliable' image and 'function' and 'price' result in the 'value' image, the perceptual map by reliability and value.

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