For the fourth straight year, ASUS retains the title as Taiwan’s most valuable brand in 2016, according to a study on the value of Taiwan’s international brands, conducted by the Ministry of Economic Affairs.
Trend Micro and Want Want Holding also remain as the second and third most valuable Taiwanese brands, respectively.
The study, released on Nov. 29, puts the total value of the top-20 international brands in Taiwan at US$9.243 billion, up 3.21% from US$8.955 billion in 2015.
In the study, ASUS boasts US$1.748 billion of brand value, created mainly by its innovative ability which enables it to extend its business scope continuously. Trend Micro’s brand is worth US$1.36 billion in value, which derives from its constant technological innovation and professional service. It has been on the top-five list for 14 consecutive years in the study.
CTBC Financial Holding muscles into the ranks for the first time, standing at the fourth spot, the first financial brand on the list ever. The MOEA attributes its extraordinary performance to its ability to cross the threshold of internationalization for a financial firm and its transformation into an aggregate platform of solutions, on top of its effort in forging digital experience for customers.
Other brands on the top-20 list are, in descending order, Giant, Advantech, Acer, Merida, MediaTek, HTC, Gourmet Master, Cheng Shin Rubber, Synnex, Chailease Holding, Delta, Uni-President, Johnson Health Tech, Transcend, Chlitina, and Zyxei.
The study was carried out by Interbrand, a leading international brand-value investigative body, under the commission of the Industrial Development Bureau, MOEA, targeting Taiwanese brands with internationalized operation listed on the centralized and OTC markets.
In executing the study, Interbrand embraces a brand appraisal system, similar to the one which it uses in investigating the values of the world’s top 100 brands. The IDB notes that the system assesses the capability of corporate brands in creating steady incomes in the future, covering financial analysis, intensity of demands, intangible benefits, role of brands, benefits of brands, and brand strength. It gauges the global competitiveness of Taiwanese brands.
The list consists of brands in diverse fields, including consumer electronics (ASUS, HTC, and Acer), exercise and health (Giant, Merida, and Johnson), hi-tech (Advantech, Delta, and MediaTek), finance (CTBC, Chailease), food (Want Want, Gourmet Master, Uni-President), and beauty treatment (Chlitina).