The 2011 Taiwan Top 20 Global Brands Announced
HTC Claims the Crown, Challenges the World’s Top 100 Brands
ACER, ASUS Promoted to the US1.5-Billion Branding Club
85⁰C, DELTA, KGI Make First Appearance
Top 10 Total Brand Value Breaks the US $10-Billion Mark
(Taipei, September 21, 2011）
“The 2011 Taiwan Global Brands Value Survey” revealed the Taiwan Top 20 Global Brand value and ranking at the Taipei International Convention Center on Sep 21st, 2011. The survey is supervised by the Bureau of Foreign Trade, Ministry of Economic Affairs, organized by the Taiwan External Trade Development Council (TAITRA), and co-organized by the BusinessNext Magazine and the world renowned brand consultancy, Interbrand. Vice President Vincent Siew attended the ceremony and personally gave out the awards, with Economic Affairs Minister Yen-Shiang Shih and Chairman of TAITRA Chih-Kang Wang giving congratulation speeches.
In this year’s survey, the aggregate brand value for the top 20 and top 10 both broke the US $10 billion mark. This was attributed to Taiwan’s great achievements in the development of the European and North American markets and emerging markets, the continuous improvement of cross-strait economic interaction, and the economic effects brought by ECFA. What more, the growth rate for the two categories increased 40% and 43.9%, respectively, the best showing in the survey in recent years.
HTC claimed the crown for the first time with a remarkable 163% growth rate. The growth was attributed to the company’s successful seizing of the smartphone market over the past year and its active purchase of various companies for the future development of the cloud market. According to Interbrand, which conducted the brand valuation for the survey, HTC’s success in establishing its distinctive image worldwide stems from its strong capacity for echoing its "Quietly Brilliant" slogan in product development, its consumer-experience-and-demand-based product innovation, and its breakthroughs in marketing. Hopefully, HTC will be able to secure a place among the 2011 Best Global Brands with its brand value, which at US $3.605 billion is higher than that of UK boutique Burberry, which at US $3.11 billion was ranked at No. 100 in the 2010 Best Global Brands. We eagerly await the release of the 2011 Best Global Brands on Oct. 5th.
Last year’s brand value champion, Acer, faced a great deal of organizational reengineering this year. When making its evaluation, however, Interbrand considered the fact that Acer’s brand foundation in the Europe and America markets is still strong. In addition, the company has been hugely successful in the China market since beginning its cooperation with China PC brand Founder. Another factor to consider was that the PC market strategy of Acer’s number one competitor, HP, was also in the adjustment stage. In its brilliant 2010 annual fiscal report, Acer’s brand value climbed to 38.5%, reaching $1.94 billion US dollars.
ASUS, meanwhile, has actively invested in cloud-related services and successfully won a place in the new tablet market with its "Eee Pad Transformer", which has received a great deal of praise. ASUS won the 3rd prize in this year’s survey with a growth rate of 27.4% and a brand value of US $1.637 billion.
The aggregate brand value for the top 20 this year was US $13.103 billion, rising 40% from last year. The aggregate value of the top 10, meanwhile, soared to 43.9%. The three major goals of the Ministry of Economic Affairs’ “Branding Taiwan Plan”, launched in 2006, have therefore all been reached ahead of the original 2012 target. The goals were: the brand value of the top 5 break US$ 1 billion, two brands surpass US $1.5 billion, and the total brand value of the top 20 break US$ 10 billion. This shows that over the past 6 years, clear achievements have been made via efforts to actively encourage Taiwanese industries to pursue brand value growth. These successes represent the best possible gift for this year’s R.O.C Centennial.
With regard to the overall industry, we can already see the results of diversified brand industry development in this year’s list. Among the top 20, nine companies, close to half of the total, were not in the technology sector. For example, the brand value of this year’s No. 6, Want-Want Food, grew by 53.5%, while the ranking of the bicycle manufacturer MERIDA rose from No.15 last year to No.13, boasting a 28.1% growth in brand value.
Three new companies entered the list this year. Among them, the well-known food and beverage chain brand 85⁰C won 11th place with a brand value of US $219 million, setting a new milestone in the branding development of the food and beverage service industry. This was attributed the company’s strategies for successfully strengthening its brand characteristics. The chain, which has over 500 retail stores both in Taiwan and China, offers good quality, fair prices, and diversified service. With the quality and innovation Taiwan has established in the Chinese restaurants and catering sector, it is believed that more local food chain brands will enter the ranking in the future.
Leading power supply company DELTA Electronics broke into the top 20 list this year for the first time as well, ranked at No. 17 with a brand value of US $139 million. As Interbrand pointed out, under the leadership of Chairman Bruce Cheng, Delta Electronics has cultivated its role in the field of power management for such a long time with “the true power” that it had built a profound basis in the market. The company made a public declaration of its brand strategy, "Delta Outside", with the goal of becoming a world class “Energy-Saving Solution Provider”. And with their three major products, the Industrial Automation, the Telecom Power System and the Uninterrupted Power System, meeting with great success in China, Delta has effectively expanded its market from China to the entire world, becoming another significant and noteworthy enterprise that has transformed from OEM to OBM.
KGI Securities this year took the 20th place with a brand value of 99 million US dollars. The firm has actively developed its cross-region, cross-product, multi-dimensional financial services throughout Mainland China, Hong Kong and Taiwan. This was also the very first time a financial service industry was chosen in the nine years of the survey.
2011 is the 9th year of the “Survey of the Top Taiwan Global Brands”. The survey is aimed at the publicly-traded, over-the-counter, with international brand management on Taiwanese brands. The brand valuation platform leads in the same methodology of the brand valuation system “100 Best Global Brands Value Rankings”. The system uses the professional valuation procedure and services of renowned brand consultancy Interbrand, which combines quantitative analysis on corporate financial performance and qualitative analysis of brand roles and strengths to offer a genuine brand value assessment for Taiwan’s World Class Brands and map out their specific coordinates in the field of global competitiveness.
The top 10 leading brands in the 2011 Top Taiwan Global Brands are:
(1) HTC (2) ACER (3) ASUS (4) TREND MICRO (5) MASTER KONG
(6) WANT-WANT (7) GIANT (8) MAXXIS (9) SYNNEX (10) ADVANTECH
Ranking from 11st to 20th brands are:
(11) 85℃ (12) D-LINK (13) MERIDA (14) TRANSCEND (15) CYBERLINK
(16) ZYXEL (17) DELTA (18) UNI-PRESIDENT (19) JOHNSON (20) KGI
The 2011 Taiwan Top 20 Global Brands
Ranking Brand Company Names Brand Value
(US$ millions) Brand Value
(NT$ millions)
1 HTC HTC CORP. 3,605 104,756
2 Acer ACER INC 1,940 56,374
3 Asus ASUSTEK COMPUTER INC. 1,637 47,571
4 Trend Micro TREND MICRO INC. 1,217 35,349
5 Master Kong TINGYI HOLDING CORP. 1,190 34,585
6 Want-Want WANT WANT CHINA HOLDINGS LTD. 739 21,478
7 Giant GIANT MANUFACTURING CO, LTD 337 9,791
8 Maxxis CHENG SHIN RUBBER IND, CO, LTD. 335 9,741
9 Synnex SYNNEX TECHNOLOGY INT'L CORP. 317 9,208
10 Advantech ADVANTECH CO, LTD. 241 6,999
11 85℃ GOURMET MASTER CO LTD. 219 6,353
12 D-Link D-LINK CORP. 201 5,830
13 Merida MERIDA INDUSTRY CO, LTD. 187 5,429
14 Transcend TRANSCEND INFORMATION, INC. 146 4,230
15 CyberLink CYBERLINK CORP. 140 4,070
16 ZyXEL ZYXEL COMMUNICATIONS CORP. 140 4,056
17 Delta DELTA ELECTRONICS ,INC. 139 4,053
18 Uni-president UNI-PRESIDENT ENTERPRISES CORP. 137 3,975
19 Johnson JOHNSON HEALTH TECH CO, LTD. 137 3,971
20 KGI KGI SECURITIES CO LTD. 99 2,883
Total value of the 2011 Taiwan Top Global Brands (USD$ millions)
2011 brand value 2010 brand value Growth rate%
Total value of the Top 10 brands 11,559 8,030 43.9%
Total value of the Top 20 brands 13,103 9,360 40%
