AsusTek remains nation’s top global brand

2015/10/29

PC and electronics maker AsusTek Computer Inc. is Taiwan’s most valuable global brand, according to a survey released Oct. 27 by the Industrial Development Bureau under the Ministry of Economic Affairs.

With an estimated brand value of US$1.78 billion, up 3 percent from 2014, AsusTek claimed the top honor for the third year in a row thanks to its diversified product mix and strong market performance, according to the annual IDB report.

Network security solution provider Trend Micro Inc. came in second with a value of US$1.32 billion—an increase of 5 percent year on year. It was trailed by food and media conglomerate Want Want Holdings Ltd. at US$1.1 billion, up 4 percent.

While PC maker Acer Inc. moved up one place to fourth, its value of US$580 million was down 14 percent from last year. Bicycle maker Giant Manufacturing Co. Ltd. also climbed one notch to fifth place and saw its brand value gain 9 percent to reach US$458 million.

Down two spots to No. 6, smartphone maker HTC Corp. continued to experience significant losses, declining 36 percent to US$453 million following a 38-percent dive the year before.

“The consecutive drops in brand value show that HTC has yet to pull out of its downturn,” an IDB official said, adding that the report, which was completed in September, did not take into account the firm’s latest product offering.

Making the top 10 list for the first time, fabless semiconductor heavyweight MediaTek Inc. came in ninth with an estimated brand value of US$354 million, thanks to the firm’s newly placed focus on product development targeting the Internet of Things and home entertainment.

According to the IDB, the combined value of Taiwan’s top 20 global brands stands at US$8.96 billion this year, which is a slight increase of 2.6 percent.

“Given the changing dynamics of the global economy, the best strategy for Taiwan firms to grow their brands, especially those in high-tech sectors, is to transform into turnkey solution providers integrating hardware manufacturing and software development,” the official said.

Now in its 13th year, the annual survey is a product of collaboration between the IDB, Taiwan Institute of Economic Research and U.S.-based brand consultancy Interbrand.

By incorporating the methodology of Interbrand’s annual Best Global Brands report, the survey is intended to help Taiwan businesses better assess their brand value and position themselves in the global marketplace.

Source: Taiwan Today (http://taiwantoday.tw/ct.asp?xItem=238272&ctNode=2194&mp=9)