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2010年台灣二十大國際品牌出列 ACER蟬連第1, HTC緊追榜首、首度進入前3強 康師傅品牌價值勁揚、第五個十億美元品牌誕生

(10/04/2010)

2010年台灣二十大國際品牌出列

ACER蟬連第1
HTC緊追榜首、首度進入前3強
康師傅品牌價值勁揚、第五個十億美元品牌誕生

（台北訊，2010年09月14日）
由經濟部國際貿易局主辦、中華民國對外貿易發展協會執行、《數位時代》雜誌和國際知名品牌顧問公司Interbrand承辦的「2010年台灣國際品牌價值調查」，9月14日假台北國際會議中心揭曉二十大台灣國際品牌價值與排行，副總統蕭萬長先生親臨頒獎。

在今年的調查中，由於全球經濟復甦，加上品牌開拓新興市場有成，今年前五大品牌價值都突破10億美元大關，為歷年品牌價值調查結果最優異之一年。其中，宏碁過去一年，因筆電銷售強勁成功開拓新興市場，加上今年順利與中國個人電腦品牌方正達成租用協議的品牌綜效，品牌價值成長幅度達12.9%，繼去年奪冠後，以14.01億美元再度蟬連第一名。而在智慧型手機市場熱潮帶動下，應變與創新動能強大的手機品牌HTC，則以13.9%的高成長率，首度進入前三強，以13.71億美元勇奪第二名佳績。華碩及趨勢則分別以12.85億美元及12.28億美元，名列第三及第四名。

以速食麵起家的康師傅，品牌價值成長幅度達16.4%，首度進入10億美元之列，今年以10.66億美元價值穩居第五名，為連續兩年品牌價值成長幅度最大的品牌。儲存記憶體公司創見，受惠於Windows換機潮，以及經營自有品牌專賣店有成，首次以2.4億美元晉升前十強之列。

在總體品牌價值方面，今年前二十大品牌的品牌總價值達93.6億美元，與去年相較，前二十大品牌總價值成長幅度達7.9%，而前十大品牌的總價值成長幅度更高達9.6%。經濟部於民國95年啟動的「品牌台灣發展計畫」中，原定於民國101年達成「前五大品牌價值各自突破10億美元」的目標，已提前2年完成，顯示台灣品牌在國際市場的努力逐漸開花結果。

負責品牌鑑價的Interbrand指出， 台灣品牌過去一年繳出優異成績的關鍵因素，在於成功地開拓包括巴西、印度、印尼、俄羅斯及中國的「BRIIC」新興市場，因此像是食品飲料業、汽車相關產業就受益不少，在個別品牌方面，包括宏碁ACER(No.1)、康師傅(No.5)、旺旺(No.6)、正新(No.7)、聯強(No.9)、創見(No.10)、統一(No.11)、友訊(No.13)、昆盈(No.19)都是經營有成的品牌。Interbrand同時也鼓勵台灣品牌，拓展其他市場，適度分散經營的風險，今年的榜單來看，網通業受制於在歐洲地區需求的衰退、運動產業則受美國總體經濟的影響，影響今年的排名。

在品牌入榜數量最多的科技業方面，憑藉創新、研發優勢，即時開發新一代產品搶占市場，例如智慧型手機、藍光3D播放器、Window7上市帶動的軟硬體需求等，也是台灣品牌價值躍升的契機。技嘉科技(No.17)就因為專注發展USB 3.0超高速傳輸技術之主機板，及財報表現優異，大幅提升其品牌價值。訊連科技(No.18)則是抓住3D應用，品牌價值提升11.8%。

Interbrand也指出，品牌經營者不可忽視數位媒體(Digital Media)的重要性，除了所謂的官網之外，如何透過更多的數位工具經營社群，多面向與消費者溝通，提升行銷效應，是品牌未來的重要課題。在今年的前二十大品牌中，像是宏碁(No.1)、宏達電(No.2)、華碩(No.3)、技嘉(No.17)在這方面有不錯的表現。

今年邁入第八年的「台灣國際品牌價值調查」都以上市櫃（公開發行）且品牌經營具國際化的台灣品牌為對象。本項鑑價與美國《商業週刊》（BusinessWeek）「全球百大品牌價值排行」採相同的品牌鑑價系統。Interbrand的專業鑑價程序與服務，結合量化的企業財務分析及質化的品牌角色與品牌強度分析，為台灣的國際級品牌評估出具體的品牌價值，標示其在全球市場競爭力的具體座標。

　 2010年台灣國際品牌價值第1至第10名依序為：

1. ACER（宏碁）、2. HTC（宏達電) 、 3. ASUS（華碩電腦）、4. TREND MICRO（趨勢科技）、5. MASTER KONG（康師傅）、6. WANT-WANT(旺旺)、7. MAXXIS（正新橡膠）、8. GIANT（巨大機械）、9. SYNNEX（聯強國際）、10. TRANSCEND（創見資訊）。

第11名到20名依序為：11. UNI-PRESIDENT（統一企業）、12. ADVANTECH（研華公司）、13. D-LINK（友訊科技）、14. ZYXEL（合勤科技）、15. MERIDA（美利達工業）、16. JOHNSON（喬山健康科技）、17. GIGABYTE（技嘉科技）、18. CYBERLINK(訊連科技)、19. GENIUS（昆盈企業）、20. DEPO（帝寶工業）。

2010 Top Taiwan Global Brands Unveiled

Acer Crowned the Second Time;
HTC Chased Close Behind, Broke into the Top 3 for the First Time;
Master Kong Soared as the Fifth US1-Billion-Dollar Brand

Taipei, September 14, 2010

“The 2010 Taiwan Global Brands Value Survey”, supervised by the Bureau of Foreign Trade, Ministry of Economic Affairs, organized by the Taiwan External Trade Development Council (TAITRA), and co-organized by the BusinessNext Magazine and the world known brand consultancy Interbrand, revealed the Taiwan Top 20 global brand value and ranking at Taipei International Convention Center today. Vincent C. Siew, Vice President of the Republic of China (Taiwan), attended the ceremony in person and awarded the prize.

In this year’s survey, attributing to the global economic recovery and the brand achievement in the emerging market development, the top 5 brand value have all broken through the US$1 billion mark, the best score ever in the survey over the years. Among which, ACER, in the past year successfully opened up the new market because of its strong notebook sales, and this year with the brand synergy effects gained by reaching the rental agreement with the China PC Brand Founder, after winning the crown last year, once again topped the poll by creating its 12.9% jump in brand value, to US$1.401 billion. Driven by the wave of Smartphone market, HTC, the mobile phone brand with powerful kinetic energy of strain and innovation, broke into the top 3 for the first time, won the outstanding 2nd place. ASUS and Trend Micro ranked No. 3 and 4 respectively, with a brand value of US$ 1.285 and US$1.228 billion.

Master Kong, starting with instant noodles, brand value growth up to 16.4%, for the first time into the US1-billion-dollar list, securely retained its 5th place this year with a value of US$ 1.066 billion, has had the biggest brand value growth for two consecutive years. Memory storage company Transcend, benefited from the wave of Windows PC replacement and the success of specialty stores operation of its own private brand, broke into the top 10 with a brand value of 240 million U.S dollars.

In the respect of the total brand value, the aggregate brand value for the top 10 this year is up to US$9.36 billion. Compared to last year, the top 20 brand value growth altogether soars by 7.9%, and the top 10 brand value grows even more by 9.6%. The Branding Taiwan Plan launched by the MOEA in 2006 with a goal for five Taiwan brands each to reach USD 1 billion in brand value by 2012, has achieved this target two years in advance, proof that Taiwan brands have yielded strong results in the global market.

According to Interbrand, conducting the brand valuation, the critical factors that Taiwan brands submit remarkable reports lie in the successful development in the emerging market “BRIIC” as Brazil, India, Indonesia, Russia, and China. Therefore like food and beverage industry, automobile-related industries benefit a lot. As to individual brands, including ACER (No.1), Master Kong (No.5), Want-Want (No.6), Maxxis (No.7), SYNNEX (No.9), Transcend (No.10), Uni-President (No.11), D-Link (No.13), Genius (No.19) are all well-managed brands. Meanwhile, Interbrand also encourages Taiwan Brands to expand other markets, appropriately diversify operating risks. It seems from this year’s list, the networking industry subjects to the demand decline of the European region; the sports industry, the ranking this year is affected by the U.S macroeconomy.

With regard to the technology industry that appears the most on the league table, by holding the advantage of innovation and research and development (R&D), takes the market with real-time development in new generation products, such as Smartphone, 3D Blu-ray player, soft and hardware driven by Windows7 coming into the market, etc., is also the critical point for the leap of Taiwan brand value. GIGABYTE (No.17), because of its focus on the motherboard development with USB 3.0 ultra-high speed transfer technique and its well-performed financial statement; greatly enhances its brand value. CyberLink (No.18) seizes 3D application, gains 11.8% in brand value.

Interbrand also points out that brand owners should never overlook the importance of valuing Digital Media. Apart from the so to speak official website, to manage social communities through more digital devices, communicate multidimensional with consumers, enhance marketing effects, are the brand important issues in the future. Among the top 20 brands this year, Acer (No.1), HTC (No.2), ASUS (No.3), GIGABYTE (No.17), perform quite well in this regard.

This year, the “Survey of the Top Taiwan Global Brands” has come to its eighth year. It is aimed at the publicly-traded, cover-the-counter (public offering), with international brand management Taiwanese brands. The brand valuation leads in the same methodology of the U.S BusinessWeek brand valuation system “100 Best Global Brands Value Rankings”. The system applies the renowned brand consultancy Interbrand of its professional valuation procedure and service, combines quantitative analysis on corporate financial performance and qualitative analysis on brand roles and strengths, offers the actual brand value assessment for the Taiwan World-Class Brands, and marks out their specific coordinates in global market competitiveness.

The top 10 leading brands in the 2010 Top Taiwan Global Brands are:

(1) ACER (2) HTC (3) ASUS (4)TREND MICRO (5) MASTER KONG (6) WANT-WANT (7) MAXXIS (8) GIANT (9) SYNNEX (10) TRANSCEND

Ranking from 11th to 20th brands are:

(11) UNI-PRESIDENT (12) ADVANTECH (13) D-LINK (14) ZYXEL (15) MERIDA (16) JOHNSON (17) GIGABYTE (18) CYBERLINK (19) GENIUS (20)DEPO

Sponsor: Ministry of Economic Affairs
Supervisor: Bureau of Foreign Trade
Organizer: Taiwan External Trade Development Council
Co-organizer: BusinessNext, Interbrand

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