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May 1, 2017

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Asustek tops list of best Taiwanese global brands for third straight year

TAIPEI--Taiwanese PC maker Asustek Computer Inc. (華碩) was named the top Taiwanese global brand for the third consecutive year in an annual list of the country's top brands released by the Ministry of Economic Affairs on Tuesday.

Asustek's brand value was estimated at US$1.78 billion this year, up 3 percent from last year's survey, followed by Internet security firm Trend Micro Inc. (趨勢科技) with a brand value estimated at US$1.32 billion.

They were followed by conglomerate Want Want China Holdings Ltd. (旺旺) at US$1.1 billion, computer maker Acer Inc. (宏碁) at US$580 million and bike maker Giant Manufacturing Co. (巨大機械) at US$458 million.

Rounding out this year's top 10 were smartphone maker HTC Corp. (宏達電) with a brand value estimated at US$453 million, industrial computer and machinery maker Advantech Corp. (研華科技) at US$386 million, bike maker Merida Industry Co. (美麗達工業) at US$385 million, chip designer MediaTek Inc. (聯發科) at US$354 million and tire maker Maxxis (正新輪胎) at US$348 million.

The total value of Taiwan's top 20 brands reached US$8.96 billion in 2015, up 2.6 percent from US$8.73 billion last year.

Technology companies in the top 20 saw their brand values increase around 30 percent from last year, while top fitness and sports brands saw their brand values grow 8.5 percent, said Wu Ming-ji (吳明機), director-general of the ministry's Industrial Development Bureau.

The survey is organized by the Industrial Development Bureau and conducted by local think tank Taiwan Institute of Economic Research (TIER, 台灣經濟研究院) and consultancy firm Interbrand.

Its evaluation system is based on Interbrand's annual "Best Global Brands" ranking and applies quantitative financial analysis and qualitative role-of-brand and brand-strength analyses to assess a brand's true value.

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