The branding practices employed by Taiwanese companies are becoming more and more sophisticated. Interbrand’s seventh annual ranking of the Top Taiwan Global Brands continues to put an emphasis on brand performance and its contribution to business performance. The ranking provides brand values that are measures of economic performance, stating what the brand is worth overall and among competitors.

The most important information comes when one looks behind the number – as a single number only tells so much. It is more important to understand what drives brand value:

Understanding the drivers of brand value can inform management action, from overall business strategy to specific marketing tactics. It is an easy-to-use metric to help brand owners determine where they are, where they are going, and how to get there.

Brand valuation can assist in positioning brand building as a critical aspect of enterprise by answering the following questions:

Are we investing adequately in our brand?

Putting an economic value on a brand (overall and by segment) can help make a strong business case for marketing investments, overall and across a brand portfolio. While delivering a very important ROI measure, brand valuation, more importantly, can help organizations to understand what levers drive brand value. It is these insights that can assist in the appropriate allocation of investment and the development of the strategic catalysts that can influence future value creation.

Is our marketing performance effective and efficient?

Your customers make decisions every day between you and your competitors. Analysing the role of brand in those decisions helps you to focus your strategy on the attributes that differentiate your brand from others and to strengthen your relationship with your best customers, thereby ensuring future earnings.

Are short-term tactics driving long-term value creation?

By analysing the strength of your brand, you can target marketing campaigns to your most valuable customers in the most competitive manner. This can enable you to drive short-term sales without sacrificing long-term brand strength and relevance. Most importantly, this ranking is presented to foster debate and put greater emphasis on the practice of branding. Our goal is to demonstrate that brands are important assets yielding significant economic value. To maximise the value inherent in your brand requires proactive and consistent investment, management and measurement.