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Top 100 global brands 2011: Taiwan-based HTC jumps onto the list for the first time
By Cherice Chen
Taiwan News, Staff Writer
2011-10-05 02:39 PM
The largest brand consultancy in the world, Interbrand, unveiled yesterday its list of Best Global Brands 100. Taiwan-based HTC, founded by Cher Wang, made its first appearance in the report this year.

HTC, a Taiwanese smartphone maker, jumped onto the list at No. 98. It is the first time a Taiwanese company has made it into the top 100.

Interbrand produces the report based on three aspects that contribute to a brand’s value: its financial performance, the role of the brand in the purchase decision process and the strength of the brand to continue to secure earnings.

Interbrand estimates the value of the HTC brand at US$3.6 billion. The brand value has increased 163% over the past year, allowing it to break into the top 100 for the first time.

Coca-Cola still atop the heap, and Apple gaining fast

This year Coca-Cola still takes the lead as the most valuable brand for the 12th consecutive year. Technology brands continue to show growth. Seven of the top 10 are technology brands. IBM is No. 2 and Microsoft, Google, Intel and Hewlett-Packard all also ranked in the top 10. Other well-known brands familiar in the list are McDonald’s (#6) and Disney (#9).

Apple, the maker of the popular iPhone, is one of the biggest risers in the report, jumping into the top 10 from No. 17 to No.8, despite news that Chief Executive Steve Jobs is stepping down.

Interbrand rated 10 Asian brands among the world’s top 100. Japan-based Toyota (#11) retains its position as the most valuable automotive brand. Korea-based Samsung jumped from No. 19 to No. 17 this year.

HTC encourages other domestic industries

HTC phones have been well-received in the market since the release of the company’s first touch phone four years ago. Sales soared this year, and HTC is investing billions of dollars in global brand marketing.

Director of the Market Intelligence & Consulting Institute Zhan Wen-nan says that the successful experience of HTC is encouraging for other Taiwanese industries. “Although establishing brand value is difficult, we can still succeed if we work hard”, Zhan says.

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