Wed, Sep 26, 2012 - Page 13     Taipei Times       By Amy Su  /  Staff reporter

Despite its falling global market share and brand value, smartphone maker HTC Corp (宏達電) maintained its position as the top Taiwanese global brand this year, according to a report by brand consultancy firm Interbrand Corp.

However, HTC, the world’s No. 5 smartphone vendor, saw its brand value plunge 23.8 percent to US$2.75 billion this year, from US$3.61 billion last year, said Interbrand, which conducted the annual survey for Taiwan External Trade Development Council (TAITRA, 外貿協會) and Chinese-language Business Next magazine.

“Despite a challenging year in terms of earnings and increasing competition from Samsung Electronics Co and patent lawsuits from Apple Inc, the brand continues to make technological strides ahead,” the annual report issued by Interbrand said.

Acer Inc (宏碁) and Asustek Computer Inc (華碩), the nation’s two major notebook computer brands, also maintained their second and third-place rankings this year, with their estimated brand value standing at US$1.68 billion and US$1.66 billion respectively, the survey showed.

The total value of the top 20 Taiwanese global brands declined 5.3 percent from last year to US$12.41 billion, while that of the top 10 Taiwanese global brands fell 6.2 percent to US$10.84 billion.

The slowing global economic sentiment this year was the major factor that dragged down the total value of Taiwan’s top brands, TAITRA secretary-general Chao Yuen-chuan (趙永全) said during an awards ceremony for the top 20 global brands yesterday

Still, some brands — such as anti-virus maker Trend Micro Inc (趨勢科技) at No. 4, instant noodle producer Tingyi (Cayman Islands) Holding Corp (康師傅控股) at No. 5 and bicycle manufacturer Merida Industry Co Ltd (美利達工業) at No. 12 — still reported double-digit growth in brand value this year.

The survey also showed progress in Taiwan’s multiple-brand development, especially in the food and beverage sector, as well as the catering industry, which took five places among the top 20 brands, Chao added.

Other than Tingyi, rice cracker maker Want Want Group (旺旺集團) and Gourmet Master Co (美食達人), operator of the popular coffee chain 85°C (85度C), were in the top 10 list at No. 6 and No. 10 respectively.

The nation’s largest food manufacturer Uni-President Enterprises Corp (統一企業) ranked No. 14, while restaurant operator Wowprime Corp (王品集團) — the only new entrant in the top 20 list — was at No. 20.

Interbrand uses the same valuation methodology on ranking Taiwan’s 20 global brands as that for its best global brands report. It evaluates companies based on criteria such as marketing, brand strength, competition and financial results from the fourth quarter of the previous year to the third quarter of this year.

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