Asustek returns to top of leading global brands list

Staff writer, with CNA

Sat, Nov 30, 2013 - Page 14

Asustek Computer Inc (華碩電腦) has returned to the top of the Ministry of Economic Affairs’ list of the leading Taiwanese global brands for the first time in six years.

“Outstanding innovation and nimble adaptation to changing market trends were critical factors helping Asustek achieve US$1.71 billion in brand value in 2013, up 3 percent from a year ago, despite an overall slump in the worldwide PC industry,” the ministry said in a statement yesterday.

Asustek has ranked in the top three since the ministry started the survey 11 years ago.

Last year’s leading brand, HTC Corp (宏達電), and runner-up, Acer Inc (宏碁), dropped to fourth and sixth places respectively this year.

The survey found that the total brand value generated by this year’s top 20 saw an annual decline to US$10.64 billion this year, but the top 20 brands have increased their value by nearly 26 percent from US$8.44 billion in 2007.

The shifts in the rankings indicate that high-tech companies need to focus on hardware and service integration as “the route to attaining and sustaining a competitive advantage in this new digital age,” the ministry said.

Rounding out this year’s list are second-placed Tingyi Holding Corp (康師傅), third-placed Trend Micro Inc (趨勢科技), fifth-placed Want Want China Holdings Ltd (中國旺旺控股), seventh-placed Giant Manufacturing Co (巨大機械), eighth-placed Cheng Shin Rubber Industry Co (正新輪胎), ninth-placed Synnex Technology International Corp (聯強國際) and Merida Industry Co (美利達) in 10th place.

The survey is commissioned by the ministry’s Industrial Development Bureau and undertaken by Business Next magazine and consultancy firm Interbrand.