AsusTek claims the top honor for the third year on the ranking of Taiwan’s Best 20 Global Brands

The 2015 Taiwan Global Brands Value Survey, organized by the Industrial Development Bureau under the Taiwan Ministry of Economic Affairs (MOEA) and conducted by the Taiwan Institute of Economic Research and world known brand consultancy, Interbrand, was released on October 27, 2015.  According to the survey, AsusTek Computer Inc. (“AsusTek”) topped Taiwan’s most valuable global brand rankings again, while Trend Micro Inc. and Want Want Holdings Ltd. remained unchanged at the 2nd and 3rd position, respectively.  MediaTek Inc. and Chlitina got their first entry in the list and Chlitina is the only one company from the beauty industry.

In addition to AsusTek, Trend Micro Inc., and Want Want Holdings ltd., the other companies that rounded out this year’s top 20 also included Acer Inc. (宏碁), Giant Manufacturing Co. (巨大機械), HTC Corp. (宏達國際), Advantech Co., Ltd. (研華科技), Merida Industry Co. Ltd. (美麗達工業), MediaTek Inc. (聯發科), Maxxis (正新輪胎), Synnex Technology International Corporation (聯強國際), 85 °C Bakery Café (Gourmet Master Co., Ltd.; 85度C), Chailease Holding Company Limited (中租控股), Delta Electronics Inc. (台達電子), Uni-President (統一企業), Transcend Information Inc. (創見資訊), Johnson Health Tech (喬山健康), D-Link Corporation (友訊科技), ZyXEL Communications Corp. (合勤科技), and Chlitina.

With an estimated brand value of USD1.78 billion, AsusTek remained No. 1 as the most valuable brand in 2015 thanks to its diversified product lines and strong market performance.  MediaTek joined the ranking of top 20 valuable brands for the first time by demonstrating their strong brand competitiveness as a result of their aggressive market expansion and product lines merger and repositioning and also their newly placed focus on product development targeting the Internet of Things and home entertainment.  By virtue of brand communication activities and operation of virtual channels, Chlitina successfully elevated their brand recognition to break into the top 20 valuable brands list. 

The 2015 rankings reflected the diversification of brand developments in Taiwan.  The 2015 top 20 valuable brands were those from the consumer electronics industry (AsusTek, HTC Inc., and Acer), sport and health industry (Giant Manufacturing Co., Merida Industry Co., and Johnson), technology industry (Advantech, Delta Electronics, and MediaTek), leasing services industry (Chailease Holding), and the beauty industry (Chlitina).  Four brands among the top 20 delivered especially remarkable growing performances; they are Advantech Co., Ltd. (No. 7 with growing brand value by 19%), Chailease Holding (No. 13 with growing brand value by 17%), Delta Electronics Inc. (No. 14 with growing brand value by 17%), and Merida Industry Co. (No. 8 with growing brand value by 11%). 

According to the survey, the combined value of Taiwan’s top 20 global brands reached TWD8.956 billion, which was a 2.6% year-on-year growth from TWD8.728 in 2014.  The technology industry saw their continued dominance in brand value increase of 29.1%, while the sport and health industry, 8.5%.  Moreover, if surveyed and compared individually, 13 brands had presented continued and stable rise in their respective brand value, including AsusTek, Trend Micro Inc., and Want Want Holdings Ltd., and two brands, MediaTek (No. 9) and Chlitina (No. 20) were newcomers on the list.  The foregoing substantiates the sustained efforts of these Taiwanese operators of the named brands. 

Targeted at the listed and over-the-counter Taiwanese brands with international involvement, this annual survey is conducted by incorporating the methodology of Interbrand’s annual Best Global Brands report and applying quantitative financial analysis and qualitative role-of-brand and brand-strength analyses to help Taiwan businesses assess their brand value and positioning in the global marketplace.   (October 2015)
/CCS