Skip to main content
Sister Publication Links
  • Sustainable Plastics
  • Rubber News
Subscribe
  • Sign Up Free
  • Login
  • Subscribe
  • News
    • Processor News
    • Suppliers
    • More News
    • Digital Edition
    • End Markets
    • Special Reports
    • Newsletters
    • Videos
    • Injection Molding
    • Blow Molding
    • Film & Sheet
    • Pipe/Profile/Tubing
    • Rotomolding
    • Thermoforming
    • Recycling
    • Machinery
    • Materials
    • Molds/Tooling
    • Product news
    • Design
    • K Show
    • Mergers & Acquisitions
    • Sustainability
    • Public Policy
    • Material Insights Videos
    • Numbers that Matter
    • Automotive
    • Packaging
    • Medical
    • Consumer Products
    • Construction
    • Processor of the Year
    • Best Places to Work
      • 2023 winners
    • Women Breaking the Mold
    • Rising Stars
    • Diversity
    • Most Interesting Social Media Accounts in Plastics
  • Opinion
    • The Plastics Blog
    • Kickstart
    • One Good Resin
    • Pellets and Politics
    • All Things Data
    • Viewpoint
    • From Pillar to Post
    • Perspective
    • Mailbag
    • Fake Plastic Trees
  • Shop Floor
    • Blending
    • Compounding
    • Drying
    • Injection Molding
    • Purging
    • Robotics
    • Size Reduction
    • Structural Foam
    • Tooling
    • Training
  • Events
    • K Show Livestream
    • Plastics News Events
    • Industry Events
    • Injection Molding & Design Expo
    • Livestreams/Webinars
    • Editorial Livestreams
    • Ask the Expert
    • Plastics News Events Library
    • Processor of the Year submissions
    • Plastics News Executive Forum
    • Injection Molding & Design Expo
    • Plastics News Caps & Closures
    • Women Breaking the Mold Networking Forum
    • Plastics in Automotive
    • Bioplastics Live
    • PN Live: Mergers and Acquisitions
    • Polymer Points Live
    • Numbers that Matter Live
    • Plastics in Politics Live
    • Sustainable Plastics Live
    • Plastics Caps & Closures Library
    • Plastics in Healthcare Library
    • Women Breaking the Mold Networking Forum Library
  • Rankings & Data
    • Injection Molders
    • Blow Molders
    • Film Sheet
    • Thermoformers
    • Pipe Profile Tubing
    • Rotomolders
    • Mold/Toolmakers
    • LSR Processors
    • Recyclers
    • Compounders - List
    • Association - List
    • Plastic Lumber - List
    • All
  • Directory
  • Resin Prices
    • Resin Prices Overview
    • Commodity Thermoplastics
    • High Temperature Thermoplastics
    • Engineering Thermoplastics
    • Recycled Plastics
    • Thermosets
  • Custom
    • Sponsored Content
    • LS Mtron Sponsored Content
    • Conair Sponsored Content
    • KraussMaffei Sponsored Content
    • ENGEL Sponsored Content
    • White Papers
    • Classifieds
    • Place an Ad
    • Sign up for Early Classified
MENU
Breadcrumb
  1. Home
  2. News
News
June 20, 2006 02:00 AM

Taiwan has plan for brand recognition

Katherine Sima
  • Tweet
  • Share
  • Share
  • Email
  • More
    Reprints Print

    Despite worldwide recognition of Taiwan's excellence in manufacturing, no Taiwanese brands are listed on global branding consultancy Interbrand Inc.'s list of the world's Top 100 brands.

    For a decade, Taiwan's manufacturers have struggled with the need to move up the manufacturing value chain by improving research and development and establishing recognizable brands.

    In early 2006, Taiwan's Ministry of Economic Affairs began coordinating a program to raise brand awareness nationwide and assist companies in branding strategy and promotion.

    The goal of the program is to have two native Taiwan brands in Interbrand's Top 100 list by 2011, and have five brands with a value of at least US$1 billion. Taiwan's most recognizable brand, Acer, has a brand value of about US$800 million according to Interbrand.

    In a recent briefing paper, the government outlined eight major initiatives:

    * Establish a venture capital firm to invest in branding initiatives.

    * Improve the legal and regulatory framework for brands.

    * Establish a brand valuation system.

    * Establish personnel education and training.

    * Publicize Taiwan specialty products and brands.

    * Raise the entire population's awareness of branding.

    * Establish a branding communications portal.

    * Improve opportunities for branding consulting and assistance for Taiwanese companies.

    Plastics News spoke with Jeremy Y. Shen, director of trade development for the Bureau of Foreign Trade under the Ministry of Economic Affairs, about the branding program.

    Q: Why did the government start this branding initiative?

    Shen: Manufacturing moved to other countries, especially mainland China. In the past we made a lot of effort in R&D, and now we found that R&D is not enough, so now we are making efforts on branding channels, or helping our businessmen if they want to put efforts [on branding].

    Q: What can the government do for small and medium enterprises?

    Shen: That's the purpose for setting up a VC fund. Funds composed of government and private-sector money. We hope the private sector will take [a bigger] part. Right now, the fund includes 51 percent private funds and 49 percent government funds, and has T$2 billion (US$62.4 million). Acer Group's Stanley Shih took part in organizing the private-sector part. He retired from Acer and started an asset management company. He put in T$200 million (US$6.2 million), about 10 percent of the total, of his own money.

    Q: What's the health of the manufacturing industry like now?

    Shen: Judging from trade volumes these days, we are not booming compared to our past record. We are still growing. In 2005, our trade volume equaled 8.5 percent of our gross national product, but in 2004 it was over 21 percent - so not as high as we expected, but on the world average it's high. We are a very trade- dependent economy, so it's difficult for us if we grow less than world trade.

    Q: What are the best industries for Taiwan to develop brands in?

    Shen: It has to be something that is unique to the country. Tea and orchids came up as possibilities. We have some candidate industries, but not one particular industry we are pushing. We want the market or company to decide.

    Q: Do companies see the benefit of brand awareness?

    Shen: A lot of companies develop their brand through technology, so they do more promotion. Some companies have not recognized that their product should be branded to give it a higher value.

    We're trying to offer some incentives to business circles to recognize branding themselves as a way to move forward. It's a philosophy and an open debate.

    RECOMMENDED FOR YOU
    Treaty talks end with plans for a draft agreement, but hurdles remain
    Letter
    to the
    Editor

    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Plastics News would love to hear from you. Email your letter to Editor at [email protected]

    Most Popular
    1
    Treaty talks end with plans for a draft agreement, but hurdles remain
    2
    Polymer Resources expands New York compounding plant
    3
    PP recycler PureCycle sees Ohio plant as springboard for growth
    4
    Smith & Wesson confirms closure of molding site by end of 2024
    5
    Sigma Plastics Group expands stretch film capabilities
    SIGN UP FOR OUR FREE NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    Get our newsletters

    Staying current is easy with Plastics News delivered straight to your inbox, free of charge.

    Subscribe today

    Subscribe to Plastics News

    Subscribe now
    Connect with Us
    • LinkedIn
    • Facebook
    • Twitter
    • Instagram

    Plastics News covers the business of the global plastics industry. We report news, gather data and deliver timely information that provides our readers with a competitive advantage.

    Contact Us

    1155 Gratiot Avenue
    Detroit MI 48207-2997

    Customer Service:
    877-320-1723

    Resources
    • About
    • Staff
    • Editorial Calendar
    • Media Kit
    • Data Store
    • Digital Edition
    • Custom Content
    • People
    • Contact
    • Careers
    • Sitemap
    Related Crain Publications
    • Sustainable Plastics
    • Rubber News
    • Tire Business
    • Urethanes Technology
    Legal
    • Terms and Conditions
    • Privacy Policy
    • Privacy Request
    Copyright © 1996-2023. Crain Communications, Inc. All Rights Reserved.
    • News
      • Processor News
        • Injection Molding
        • Blow Molding
        • Film & Sheet
        • Pipe/Profile/Tubing
        • Rotomolding
        • Thermoforming
        • Recycling
      • Suppliers
        • Machinery
        • Materials
        • Molds/Tooling
        • Product news
        • Design
      • More News
        • K Show
        • Mergers & Acquisitions
        • Sustainability
        • Public Policy
        • Material Insights Videos
        • Numbers that Matter
      • Digital Edition
      • End Markets
        • Automotive
        • Packaging
        • Medical
        • Consumer Products
        • Construction
      • Special Reports
        • Processor of the Year
        • Best Places to Work
          • 2023 winners
        • Women Breaking the Mold
        • Rising Stars
        • Diversity
        • Most Interesting Social Media Accounts in Plastics
      • Newsletters
      • Videos
    • Opinion
      • The Plastics Blog
      • Kickstart
      • One Good Resin
      • Pellets and Politics
      • All Things Data
      • Viewpoint
      • From Pillar to Post
      • Perspective
      • Mailbag
      • Fake Plastic Trees
    • Shop Floor
      • Blending
      • Compounding
      • Drying
      • Injection Molding
      • Purging
      • Robotics
      • Size Reduction
      • Structural Foam
      • Tooling
      • Training
    • Events
      • K Show Livestream
      • Plastics News Events
        • Plastics News Executive Forum
        • Injection Molding & Design Expo
        • Plastics News Caps & Closures
        • Women Breaking the Mold Networking Forum
        • Plastics in Automotive
      • Industry Events
      • Injection Molding & Design Expo
      • Livestreams/Webinars
        • Bioplastics Live
        • PN Live: Mergers and Acquisitions
      • Editorial Livestreams
        • Polymer Points Live
        • Numbers that Matter Live
        • Plastics in Politics Live
        • Sustainable Plastics Live
      • Ask the Expert
      • Plastics News Events Library
        • Plastics Caps & Closures Library
        • Plastics in Healthcare Library
        • Women Breaking the Mold Networking Forum Library
      • Processor of the Year submissions
    • Rankings & Data
      • Injection Molders
      • Blow Molders
      • Film Sheet
      • Thermoformers
      • Pipe Profile Tubing
      • Rotomolders
      • Mold/Toolmakers
      • LSR Processors
      • Recyclers
      • Compounders - List
      • Association - List
      • Plastic Lumber - List
      • All
    • Directory
    • Resin Prices
      • Resin Prices Overview
      • Commodity Thermoplastics
      • High Temperature Thermoplastics
      • Engineering Thermoplastics
      • Recycled Plastics
      • Thermosets
    • Custom
      • Sponsored Content
      • LS Mtron Sponsored Content
      • Conair Sponsored Content
      • KraussMaffei Sponsored Content
      • ENGEL Sponsored Content
      • White Papers
      • Classifieds
        • Place an Ad
        • Sign up for Early Classified