October 18, 2004
Trend Micro Inc., one of the world's leading providers of antivirus and Internet content security software and services, has earned the distinction of being rated Taiwan's most valuable global brand for the second year in a row this year. Trend Micro leads other Taiwanese enterprises with an estimated brand value of
NTD 30.8 billion (
USD 908 million), up 18.8% from 2003, according to a survey conducted by global brand consultancy Interbrand in conjunction with Taiwan's Board of Foreign Trade, Taiwan External Trade Development Council (TAITRA) and the local biweekly Business Next.
Brand value, which is often among a company’s most valuable assets, is a measurement of the financial benefits of preference for a particular company’s products or services. The survey assessed brand value based on each company's financial analysis, revenue rankings, and brand and profit rankings.
The brands rounding out Taiwan's top-ten global brands in 2004 are Asus (whose brand value rose 13.6% on the year to
NTD 27.7 billion), Acer (up 24.4% to
NTD 21.6 billion), Master Kong (up 3.6% to
NTD 12 billion), Maxxis (up 8% to
NTD 9.4 billion), BenQ (up 35% to
NTD 9.1 billion), Giant (up 12.7% to
NTD 8 billion), ZyXEL (up 9.7% to
NTD 7.3 billion), D-Link (
NTD 7.1 billion), and Advantech (up 9.6% to
NTD 6.6 billion). As would be expected, most of these leading Taiwanese global brands are the products of information technology enterprises. However, the presence of instant noodle brand Master Kong, tire brand Maxxis and bicycle brand Giant highlights the strengths of Taiwan's foods, auto parts and accessories, and bicycle industries.
The rankings in this year's survey are for the most part similar to those for 2003, the first year the survey was conducted. Significant changes to this year's survey results include the entrance of D-Link and Advantech to the top ten, and the exit of Synnex and VIA Technologies. Interbrand noted that, with annual brand value growth rates of 35.5% and 24% respectively, BenQ and Acer are the strongest brands in Taiwan and are worthy of special attention. Introduced just three years ago, BenQ's success as a global brand from Taiwan is particularly impressive.
Interbrand also pointed out that, despite a 1.41% annual decline in the value of the world's top-ten brands and a 2.58% drop in the combined values of the world's leading brands Coca-Cola, Microsoft and IBM in 2004, the brand values of Taiwan's top-ten global brands continue to rise.
(United Daily News, Digitimes, Trend Micro)
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