cens logo

Asus Retains No. 1 Spot among Taiwan's Top 20 International Brands in 2014

Dec 30, 2014 | By Steve Chuang

Taiwan's Ministry of Economic Affairs (MOEA) has announced the results of a survey by the Interbrand Corp., a U.K.-based brand consultant, ranking the island's top 20 international brands for 2014 by brand value. Asus, the world's top-5 PC brand, retained last year's position as No. 1.

Asus is followed in the ranking by TrendMicro (anti-virus software), Want Want (food and media), HTC (smartphones), Acer (PCs), Giant (bicycles), Maxxis (tires), Merida (bicycles), Synnex (3C product distribution and retail sales), Advantech (embedded computing systems), 85°C (coffee and bakery), Chailease Holding (leasing services), Delta (system integration and large-sized power supplies), Uni-President (food and beverage), Transcend (memory products), Johnson (fitness equipment), D-Link (network devices), CyberLink (multimedia software), Wowprime (food services), and Zyxel (network devices).

Asus remains the most valuable brand from Taiwan.Asus remains the most valuable brand from Taiwan.
The survey results indicate that the total value of Taiwan's top 20 brands now amounts to US$8.728 billion; this is down from US$10.637 billion in 2013, but that the values of technology and bicycle brands show promising growth rates of 24% and 9%, respectively. The MOEA stresses that despite the overall drop, the government's efforts to nurture the development of Taiwanese brands in the global market have paid off, given that ever more successful brands from non-IT sectors are joining the list.

Technology Brands Remain  Still in the Majority
Interbrand notes that with the rise of the IOT (Internet of Things), which fuels the development of the global software industry, technology brands still make up most of the top 20 rankings for 2014.

Bolstered by its strong innovation capability and fast response to market changes, Asus has seen its brand equity grow to US$1.723 billion. TrendMicro's brand value has risen to US$1.254 billion, boosting the company up one notch in the 2014 rankings.

With its embedded systems and rugged PCs becoming increasingly popular around the world, Advantech posted the strongest growth of 24% in its brand value, to US$323 million, ranking it 10th on the list. Trandscend's vigorous expansion of its memory product applications helped increase its brand value by 2%, to US$142 million, ranking it 15th.
Trenscend expands product application and keeps growing in brand value.Trenscend expands product application and keeps growing in brand value.
Delta, the only brand among the top 20 that exclusively targets end users, matched Advantech's 24% growth, bringing its brand value to US$170 million and hiking its ranking by four notches to 13th place.  P. Cheng, the firm's chief brand officer, attributes this outstanding achievement mainly to the differentiation of its brand through the continuous improvement of R&D and technology. Ever since kicking off a new branding strategy designed to develop a unique identity and focus on system integration and large-sized power supplies in 2012, Cheng adds, the firm has seen its branded business grow sustainably all over the world.

Some brands, in contrast to those described above, have suffered declines in brand value. Among the stumblers, HTC and Acer saw their values plunge during the year by 36% and 31%, respectively, to US$705 million and US$677 million.
Acer has still been trying to stage a comeback from a lingering distress beginning in late 2013 when global sales and market shares started to decline.Acer has still been trying to stage a comeback from a lingering distress beginning in late 2013 when global sales and market shares started to decline.
D-Link and CyberLink also experienced relatively large drops in brand value of 17% and 24%, respectively, to US$138 million and US$98 million.

Giant and Merida Continue Strong
Riding the ongoing trend of eco-awareness that is powering the global bicycle craze, Giant and Merida saw their brand values rise by 9% and 8% to US$422 million and US$347 million, respectively, in 2014.

Prospects for the bicycle brands is even brighter than originally expected. Giant and Merida have chalked up record high EPSs (earnings per share) of NT$3.07 and NT$3.33, respectively, for Q3, bringing their cumulative EPSs for the first nine months to NT$8.18 and NT$8.10--also record highs.

This performance has helped boost Giant's market capitalization above NT$103.1 billion (US$3.43 billion), some NT$10 billion (US$333.33 million) more than a year ago, while Merida's market value has also reached a high of NT$68 billion (US$2.26 billion).

Giant hopes to give its 2015 performance an added boost by stepping up promotion of its sub-brand, Liv, which was unveiled as the world's first bicycle brand targeting female cyclists at this year's Eurobike fair held Aug. 27-30 in Friedrichshafen, Germany.
Giant and Merida together lead the A-Team, an alliance of bicycle makers and parts suppliers in Taiwan. (photo courtesy of Taipei Cycle Show 2014)Giant and Merida together lead the A-Team, an alliance of bicycle makers and parts suppliers in Taiwan. (photo courtesy of Taipei Cycle Show 2014)
The two food service companies, 85°C and Wowprime, increased their brand values by 4% and 2%, respectively, to US$287 million and US$93 million, in 2014. This performance is especially striking in view of the series of food safety scandals that have afflicted Taiwan beginning in late 2013. (SC)

Taiwan's Top 20 International Brands for 2014 by Value
Ranking
Brand
Owning Company
(Product Category)
Brand Value
2013 Ranking
1
Asus
Asustek Computer Inc.
(PCs)
US$1.723 Bn.
1
2
TrendMicro
Trend Micro Inc.
(anti-virus software)
US$1.254 Bn.
3
3
Want Want
Want Want Holdings Ltd.
(food)
US$1.055 Bn.
5
4
HTC
HTC Corp.
(smartphones)
US$705 M.
4
5
Acer
Acer Inc.
(PCs)
US$677 M.
6
6
Giant
Giant Manufacturing Co.
(bicycles)
US$422 M.
7
7
Maxxis
Cheng Shin Rubber Ind. Co.
(tires)
US$367 M.
8
8
Merida
Merida Industry Co.
(bicycles)
US$347 M.
10
9
Synnex
Synnex Technology International Corp.
(3C product distribution)
US$345 M.
9
10
Advantech
Advantech Co.
(embedded computing systems)
US$323 M.
12
11
85°C
Gourmet Master Co., Ltd.
(beverages & cakes)
US$287 M.
11
12
Chailease
Chailease Holding Co.
(leasing services)
US$188 M.
New
13
Delta
Delta Electronics Inc.
(power supplies, system solutions)
US$170 M.
17
14
Uni-President
Uni-President Enterprises Corp.
(convenient store chain operation, food & beverage)
US$167 M.
13
15
Transcend
Transcend Information Inc.
(memory products)
US$142 M.
15
16
Johnson
Johnson Health Tech Co.
(fitness equipment)
US$141 M.
16
17
D-Link
D-Link Corp.
(network devices)
US$138 M.
14
18
CyberLink
CyberLink Corp.
(multimedia software)
US$98 M.
18
19
WOWPRIME
WOWPRIME Corp.
(food services)
US$93 M.
20
20
Zyxel
Zyxel Communications Corp.
(network devices)
US$86 M.
19
Source: Interbrand Corp.


Industry Reports

Foxconn Engages European Auto Parts Talks for Tier 1 and EV Market Entry </h2>

Foxconn Engages European Auto Parts Talks for Tier 1 and EV Market Entry

Oct 20, 2020

Foxconn is looking to explore cooperation with European tier 1 auto parts suppliers in developing 3D auto-use curved glass covers. The electronics manufacturer is also reportedly engaging in talks with European auto firms to make curved, one-piece system consoles and dashboards. In a bid to diversify its product line, Foxconn's plans to enter the lucrative auto parts industry began with provid...


(File cabinets, photo courtesy of Chyn Fuh Enterprise Co., Ltd.)

Taiwan's Furniture Industry Amid the COVID-19 Pandemic

Oct 16, 2020

The COVID-19 pandemic has deeply affected global and Taiwan's political and economic landscapes. Unlike some industries, the furniture sector did not escape unscathed, facing a squeeze from management and costs. While Taiwan continues to implement a stable, successful outbreak response, the industry has also misjudged the economic downturn duration. The furniture industry has yet to fully recover...


2020 Energy Vision Summit for Green Energy to Kick off in Nov.</h2>

2020 Energy Vision Summit for Green Energy to Kick off in Nov.

Oct 14, 2020

The Taiwanese government has pledged to lead the effort in further developing the sustainable green economy, which is among the sectors highlighted in the Tsai administration's "5+2 Innovative Industries Initiative." Economic Daily News is hosting the "2020 Energy Vision Summit - Green Energy 2.0" on November 11. As one of the government's core policies, improving the island's energy self-suff...



Industry In-Focus

Foxconn Engages European Auto Parts Talks for Tier 1 and EV Market Entry </h2>

Foxconn Engages European Auto Parts Talks for Tier 1 and EV Market Entry

Oct 20, 2020

Foxconn is looking to explore cooperation with European tier 1 auto parts suppliers in developing 3D auto-use curved glass covers. The electronics manufacturer is also reportedly engaging in talks with European auto firms to make curved, one-piece system consoles and dashboards. In a bid to diversify its product line, Foxconn's plans to enter the lucrative auto parts industry began with provid...


China's Strong Auto Market to Buoy Taiwan's Related Industries</h2>

China's Strong Auto Market to Buoy Taiwan's Related Industries

Oct 19, 2020

Taiwan's auto parts market has seen positive impacts as the Chinese automotive market continues to grow in its sixth consecutive month. Hotai Motors and Yulon Nissan Motor are the two significant firms enjoying the leverage. The island's related industries are benefiting from the strong performance of China's automotive market. Industry members say as long as competitive Taiwanese firms mainta...


Foundry Supply in a Pickle Amid Surging Demand Due to Pandemic and Restrictions</h2>

Foundry Supply in a Pickle Amid Surging Demand Due to Pandemic and Restrictions

Oct 19, 2020

Industry experts expect to see challenging times ahead for production in the foundry sector, forecasting that the current situation will not let up in the short-term and warns of unbalanced supply-demand next year. During the pre-pandemic era, IC design firms say clients usually made urgent orders to avoid having to manage inventory. Yet, considering limited foundry production volume, clients ...



Supplier News

(Electric Vehicle-Photo courtesy of CENS)

Microtest: Precise, Reliable, and Always Improving

Oct 16, 2020

Eyes Stake in 5G Industry with Impedance Analyzer 6632 With greater demand for electronics and manufacturers' need for more precise and diverse applications than before, testing equipment that ensures the reliability, safety, and quality of parts are in hot demand. Founded in 1993, Microtest Corp. is a professional maker and developer of high precision and automatic testing and measurement ins...


(Photo courtesy of Ho Shuan Enterprise Co., Ltd.)

Ho Shuan is Your Choice for Educational Furniture and More

Oct 16, 2020

Insisting that its customers are always a top priority, Ho Shuan Enterprise Co., Ltd.'s R&D team provides the best educational furniture and peripherals, computer tables, and desks to meet all customer requirements. Established in 1986, Ho Shuan has experienced recent sluggish local market performance, but eventually rebounded and came back better than ever. Despite difficulties, the firm neve...

HO SHUAN ENTERPRISE CO., LTD.


(S16-M01 Short Swivel-Handle Cabinet, photo courtesy of Chyn Fuh Enterprise)

Chyn Fuh: A Quality OA Metal Furniture Maker

Oct 16, 2020

Chyn Fuh Enterprise, founded in 1993, entered the market with the sole aim of offering other OA metal furniture options for customers. Since its inception, Chyn Fuh has focused on designing and producing OA metal furniture, providing various office use products, including file cabinets, storage cabinets, office desks, and different assistive metal products. Chyn Fuh partook in many government ...

CHYN FUH ENTERPRISE CO., LTD.



Insiders' Views

Caption: Pictured from front row, third right, Changhua County Government Economic Affairs Department Director Liu Yu-ping, County Magistrate Wang Huei-mei, Secretary Chen Bo-tsun pose in front of the exhibition booth. (Photo provided by CHCIA)

Changhua County Government Shores up Biz-Matching to Global Buyers

Nov 18, 2019

■Yang Feng-Chun In a bid to assist manufacturers in Changhua County to expand their market reach overseas against severe competition in the globalized market, Changhua County Government has been an active player in pushing for a makeover and innovation of its local small and medium-sized enterprises. This is done in hopes of establishing stronger connection with international markets. An ex...


Paul Master offers high-quality chassis and engines parts for passenger cars, trucks, and industrial trucks. (Photo courtesy of Paul Master)

Paul Master Builds Reputation with Auto Chassis and Engine Parts

Nov 18, 2019

Founded in 1980, Paul Master Auto Parts Co. is headquartered in Taiwan, a professional manufacturer of chassis and engines parts for passenger cars, trucks, and industrial trucks including forklifts. General Manager Terry Liang said the company has its own professional design department, which provides customized products and specifications for global buyers, including automobile steering and...

PAUL MASTER AUTO PARTS CO.


Nan Hoang Traffic Instrument Co., Ltd.</h2><p class='subtitle'>Taiwan First brakes Technology Co., Ltd. </p>

Nan Hoang Traffic Instrument Co., Ltd.

Taiwan First brakes Technology Co., Ltd.

Sep 04, 2019

Nan Hoang Traffic Instrument Co., Ltd is one of the major manufacturers of automobile friction materials in Taiwan and globally. Chairman Austin Cheng has implemented the double-arrow strategy this year - own brand of “YangPo” is adopted to focus on global channels while the “NHC brand focuses on improving market shares in global markets, such as Europe, America, Asia, Australia, and the Middle E...



Exhibition Highlights

Gearing up for Post-COVID Recovery, THS Coming Soon in October</h2>

Gearing up for Post-COVID Recovery, THS Coming Soon in October

Oct 07, 2020

As the only hardware and hand tools trade show taking place this year globally, the three-day Taiwan Hardware Show (THS) will soon kick off on 13th October at the Taichung International Exhibition Center. Positive industry outlook for the post COVID-19 era has led to over 370 companies signing up as exhibitors, in a bid to gear up for a long-awaited economic recovery and plan the next strategic m...


Stable Development and Popular Fastener Show in China</h2>

Stable Development and Popular Fastener Show in China

Sep 11, 2020

Driven by market prospects, domestic and international exhibitors actively prepare International Fastener Show China in Shanghai on November 3-5, 2020. Suffering from global epidemic and quarantine nearly half year, exhibitions are hot and popular in mainland China. Thousands of visitors join and visit the exhibitions with inquiries, and are eager to know new technology. Domestic and inter...


2020 Medical Taiwan to Host In-Person and Virtual Events</h2>

2020 Medical Taiwan to Host In-Person and Virtual Events

Sep 10, 2020

2020 Medical Taiwan is slated to kick off on Oct. 15 to Oct 17 at Nangang Exhibition Hall 2. Aside from events at the show, show organizer Taiwan External Trade Development Council (TAITRA) is also hosting the “Medical Taiwan Virtual” online edition at the same time due to travel restrictions impacted by the COVID-19 pandemic. The virtual edition will present 200 exhibitors and over 700 medic...