Three companies and their brands have a chance to crack the Taiwan Top 20 Global Brand list for the first time this year with their high brand value and promising business outlook, the Taiwan External Trade Development Council (TAITRA, 外貿協會) said yesterday.
The three firms and their brand names are MSI (微星), a manufacturer of consumer electronics and industrial computers; Leadtek (麗臺), which focuses on research, design and development of graphics cards; and Biostar (映泰), a motherboard and graphics card manufacturer supporting Intel and AMD processors, a TAITRA statement said.
These three firms are among 21 companies that have been selected in leading global brand consultancy Interbrand’s Taiwan Top 20 Global Brands survey and will be cited by President Ma Ying-jeou (馬英九) at a ceremony next Tuesday, the statement said.
Of the three new firms, one will be honored as an “emerging brand” rather than as a new entry on the top 20 list, the statement said.
Other brand names making the list this year are, in alphabetical order, Acer (宏碁), Advantech (研華), Asus (華碩), D-Link (友訊), Depo (帝寶), Genius (昆盈), Giant (巨大), HTC (宏達電), Johnson (喬山), Master Kong (康師傅), Maxxis (正新), Merida (美利達), Synnex (聯強), Transcend (創見), Trend Micro (趨勢), Uni-President (統一) and Zyxel (合勤).
Also on the top 20 list this year is last year’s emerging brand, Danze faucets and bathroom accessories by Globe Union Industrial Corp (成霖).
TAITRA figures showed the nation’s top 20 brands were worth US$9.14 billion as of June 30, exceeding the US$9 billion mark for the first time.
The top 10 brands had an estimated value of US$7.54 billion.
“These values indicate that in a declining global economic environment, these Taiwanese companies that have been building their brands have been able to establish their images in competitive markets, have attracted consumer support and resisted downward economic pressures,” TAITRA said.
Meanwhile, BenQ (明基), which ranked sixth in an Interbrand survey of the top 10 Taiwanese brands last year, did not make the top 20 list this year as a result of corporate restructuring over the past year.
In ranking the value of Taiwan’s top 20 brands, Interbrand evaluated brand value in the same way any other corporate asset is valued — on the basis of how much it is likely to earn for the company in the future.
Interbrand uses a combination of analysts’ projections, company financial documents and its own qualitative and quantitative analyses to arrive at a net value of those earnings. This year’s brand values are based on data collected during the 12 months prior to June 30.
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