Smartphone producer HTC Corp. remains Taiwan’s most recognized global brand with an estimated value of US$2.75 billion, according to a Taiwan External Trade Development Council (TAITRA) survey released Sept. 25.
PC-makers Acer Inc. and AsusTek Computer Inc. came in second and third on the list at US$1.68 billion and US$1.63 billion, respectively.
The trio were followed by network security solution provider Trend Micro Inc. at US$1.36 billion and Tinyi Holding Corp., which markets food products under the Master Kong brand, at US$1.31 billion.
“The latest rankings reflect distinctive, diversified brand development, with the food service sector fast gaining consumer recognition,” a TAITRA official said.
This trend is reflected in the No. 10 ranking for 85C Cafe, which saw its brand value grow 25 percent to US$272 million, topping the other 19 firms.
Wowprime Corp., which owns several restaurant franchises including Wang Steak, made the list for the first time with a value of US$82 million, up 16 percent year on year.
Branding consultancy Interbrand, which helped conduct the survey, said the combined value of the top 10 brands surged to US$10.84 billion, up 204 percent from US$3.56 billion in 2003, the first year of the study.
“Despite severe challenges at home and abroad, 16 of the 20 brands still posted growth in their value,” an Interbrand official said.
The annual survey is part of a Ministry of Economic Affairs drive to create five US$1 billion brands before year-end. Of these, two will each exceed US$1.5 billion, with the top 20 brands reaching a combined value of US$10 billion-plus.
An MOEA official said the ministry achieved its branding goals in 2011 and will continue working to strengthen Taiwan’s brand profile worldwide. (JSM)
Write to Meg Chang at sfchang@mofa.gov.tw