February 22, 2005
Chinese Petroleum Corp. rated the strongest brand image among white collar workers in Taiwan in 2004, according to a report on the top-ten brands in eight Asia Pacific nations jointly released by Synovate of the United States and Superbrands of Great Britain.
CPC was followed in order by Chunghwa Telecom, 7-Eleven, Sony, Nike, Mc Donald's, Long Life cigarettes, Rolex, Hey Song sodas, and National/Panasonic.
In Taiwan, domestic brands faired exceptionally well in the face of such strong global brands. Four of Taiwan's top-ten brands are home grown and basically only do business in Taiwan. It is also interesting that, with the exception of Hey Song, the other three Taiwanese brands are or were state-run enterprises. Three on the list are US brands and two are Japanese.
The only luxury item on the Taiwan's top-ten list was the Swiss brand Rolex. The rest were all associated with more common everyday products.
Conducted in eight Asia Pacific nations, the survey targeted people with monthly salaries equivalent to
NTD 70,000 or more and total annual household incomes in excess of
NTD 1.2 million in order to reduce the possibility that prices would influence survey results.
(United Daily News)
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