Forget tech specs. In the world of selling flat-screen televisions, Taiwan's Hannspree has Bugs Bunny on its side, along with Daffy Duck, Disney, the NBA, NFL and Major League Baseball. Wander through the company's showroom in Taipei and see plenty of designs - from soccer balls to stuffed cows - but you will struggle to find a spec sheet or tech guide anywhere. In fact, you have to ask the smartly dressed showroom staff for one. 'We want to target customers who care about design, not technology,' said marketing director Freda Chen. 'We want to balance external design and internal, so we don't want to focus on the technology.' The quality of Hannspree's LCD monitors and TVs is nothing to crow about, being on a par with mid-range LCD models now available. Founded last year, Hannspree is a spin-off from Taiwanese LCD maker Hannstar. The company is a pet project of Hannstar chairman Chiao Yu-chi, who is hoping to use Hannspree to build a brand and prestige for the mother company. Within three years, Hannstar is predicting that Hannspree will be its largest customer for LCD panels, a goal that seems a long way off, given the low shipment volume for the fancy, high-priced screens.'We have confidence that we will be the biggest customer of Hannstar, but we're not concerned in the beginning about volume,' Mr Chen said. To reach that long-term goal, Hannspree is using an innovative strategy to build its brand - other brands. Most screens in the showroom are designed around other names, whether NBA teams or Disney characters. This design strategy gives the screens instant recognition, even if the Hannspree name is not known to consumers. In each case, the Hannspree name is somewhere to be seen, making the monitors and TVs effectively co-branded products. The company makes no secret of the fact that it is piggybacking off the star quality of others. 'We can save marketing costs because people already know Bugs Bunny,' Mr Chen said. Consumers, however, might baulk at the price. A 15-inch branded LCD TV carries a list price of more than US$1,100, while a 23-inch version costs US$1,800. Perhaps recognising the price could be tough to swallow, Hannspree recently cut prices on NBA-branded models by about 30 per cent, but even then it is a hefty sum to pay for a TV that looks like a basketball. Whether consumers will pay a hefty premium for novelty designs remains to be seen.