Introduction
Interbrand is delighted to once again partner with TAITRA
and Business Next magazine to determine the Best Taiwanese Brands of 2012.
2011 was a challenging year, largely due to the ongoing
economic issues in Europe and the US, both key export
markets for many of Taiwan’s global brands. Additionally,
the technology sector continued to see both aggressive
competition and a rapidly evolving landscape. For some,
these issues, in combination, have negatively a!ected
brand values.
In other sectors, the growth and opportunities provided
by global emerging markets, in particular China, have had
a positive effect. Food and beverage brands, for instance,
have seen double-digit growth in brand value this year.
Indeed, Taiwanese food and beverage brands have become
an integral part of everyday life in China, effectively
tapping into local consumer tastes and preferences. Such
diversification across a broader base of sectors is positive
news for Taiwan.
Taiwan’s top global brands have made significant progress
in recent years on the critical journey from being pure OEM
manufacturers to being branded organizations. However,
in a rapidly changing world, there remains much to do.
We continue to see brands undertaking a significant
shift — changing business models, shortening value chains,
and the creation of rich, integrated brand experiences
encompassing both the o"ine and online worlds.
The overall objectives, however, remain unchanged: to
drive consumer choice, command a premium, and build
loyalty — the primary ingredients of brand valuation and
building brand value.
Congratulations to each and every brand in this year’s
report. Interbrand wishes you every success in your future
brand-building efforts.
Stuart Green
CEO Asia Pacific
Interbrand
Top 20 Brands
