無線網路 (WLAN) 產業，已成為網通史上最快速成長的網路技術之一。其應用層面起源於個人電腦(PC)與無線存取點(access points)之間一般的數據(data)資訊的傳輸。隨著更新更高速的技術演進，無線網路的應用領域也隨之拓展到消費性產品，如智慧型手機、網路電視、藍光播放機、無線機上盒、等等。而其應用層面也更擴增至網路監控、高畫質之影音傳輸、乃至於智慧電網等等。
無線網路一代接著一代的問市，許多晶片商也相繼投入於無線網路產品之競爭行列。其中有些廠商曾經成為產業的先鋒，主宰無線網路市場一時，卻因未能保持其競爭性而落得失去市場的命運。Broadcom在無線網路市場上並不是第一個有產品問市的晶片商，卻也隨著無線網路技術演進的過程，成功的獲得相當大的市佔率。而台灣晶片商的加入，使得無線網路市場進入戰國時代，無線網路技術快速的低價化，價格競爭也日益激烈。
802.11ac新一代的無線網路技術又即將問市，並且可望在2012年底至2013年初開始大量生產。Broadcom 決定採取一連串的產品品牌與品牌聯合策略。此論文乃針對Broadcom之5GWiFi品牌策略活動之研究，並且探討其如何影響Broadcom之無線網路事業。

The WLAN industry has become one of the most fast growing technology implementation in the history of networking. Its application originated from PC to access points, transmitting only data information. As newer and faster technology being introduced to the market, WLAN has extended its footprint into other consumer devices such as smart phones, televisions, blue-ray players, set-top boxes, etc…with a broadening range of application including surveillance, video streaming and potentially smart grid.
Several generations of WLAN standards have been introduced to the industry. Various semiconductor solution providers participated in the competition. Some players were pioneers and dominated the market for a certain period of time but eventually exited the market due to lack of competency. Broadcom is not the first to market but has successfully gained significant market share over couple of generations of WLAN evolution. Taiwanese suppliers entering the market resulted in severe price competition and commoditization.
A new generation of WLAN – 802.11ac is being standardized and anticipated to launch in volume starting end of 2012 to 2013. Broadcom has decided to promote it’s new product branding and ingredient branding strategy. This is a study of Broadcom’s 5GWiFi branding strategy and how it impacts Broadcom’s WLAN business.

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