According to the survey results released Sept. 14, personal computer maker Acer Inc. again topped the list with a brand value of US$1.4 billion, or a 12.9-percent gain from last year.
The Bureau of Foreign Trade under the Ministry of Economic Affairs, the supervising agency of the annual event, attributed Acer’s dominance to strong sales of its notebook computers worldwide, successful marketing campaigns in emerging markets and its partnership with mainland China’s PC supplier Founder Technology Group Corp.
Smartphone producer HTC Corp. came in second with a brand value of US$1.37 billion, thanks to its highly flexible business model and innovation capabilities. AsusTek Computer Inc. and Trend Micro Inc., two other premium brands from the local IT industry, finished third and fourth with a brand value of US$1.29 billion and US$1.23 billion, respectively.
Tingyi Holding Corp., whose Master Kong instant noodle brand is valued at US$1.07 billion, is the only non-tech firm to have made it to the top five spots this year. The company is also the fastest growing firm of the top 20 brands.
In the eight years that the survey has been held, the combined value of the top 20 brands has never been higher, according to Interbrand, a global consultancy firm in charge of appraising the value of the companies surveyed. This year’s superior performance can be attributed to efforts by the companies to develop the so-called BRIIC markets, or Brazil, Russia, India, Indonesia and mainland China, Interbrand added.
The Taiwan Global Brands Value Survey, launched in 2003, is an annual rating of Taiwan’s listed companies with internationally recognized brand names. Following the same approach adopted by BusinessWeek’s Best Global Brand survey, the ratings are based on firms’ estimated brand value.
The annual survey is supervised by the BOFT, organized by the Taiwan External Trade Development Council (TAITRA) and co-conducted by the locally based BusinessNext Magazine and Interbrand. (HZW)
Write to Meg Chang at meg.chang@mail.gio.gov.tw