Looking at BenQ's bottom line, analysts note that half of an estimated NT$8.23 billion in earnings come from its liquid-crystal-display (LCD) affiliate AU Optronics Corp (友達光電) rather than the core business.
Heavy marketing expenditure, which is seen as the norm for companies to boost brand awareness, is also a concern.
"BenQ skimps on brand marketing. But we also fear that drastic increases in spending could be a burden," said Vincent Chen (
BenQ has in the past years spent about 6 percent of its total annual sales to market branded electronics, according to BenQ's Yu. The percentage is well below the 10 percent Samsung spends every year.
"Running a brand is a long-term effort. It is hard to judge now whether BenQ will succeed, but BenQ has already caught the world's attention," Chen said.
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