For the eighth straight year, Maxxis has been listed on Interbrand Corp.’s ranking of Taiwan’s top 20 global brands. It placed seventh this year.
Maxxis’ brand value was assessed at $391 million, an increase of $46 million, or 13%, over the previous year. The prestigious list was announced Sept. 14 at a ceremony in Taipei, presided over by Taiwan Vice President Vincent Siew.
Cheng Shin Rubber Ind. Co. Ltd., which manufactures the Maxxis brand, was once again the only tire company to make the list. It has 22,000 employees.
“Global tire demand is robust, and Maxxis is well-positioned to be the long-term winner benefiting from strong original equipment and replacement tire demand in China,” Interbrand noted in its report. “There has been positive development for Maxxis in passenger car tires as it recently won orders at Benz Fujie, China.
“Maxxis’ thriving athlete sponsorship program covers both grassroots and professional levels, supporting Olympians and weekend warriors. It also uses its sponsorships as portable laboratories to continually test and improve its products.”
The survey, organized by the Taiwan External Trade Development Council (TAITRA) and “BusinessNext” magazine, was conducted by Interbrand, a global branding consultancy. To determine the role of Taiwan’s brands in the global market, Interbrand used qualitative and quantitative financial analyses, a methodology the company also applies when compiling the “Business Week” list of the Top 100 Global brands.
Taiwan’s top brand was Acer; Acer Inc. ($1.4 billion) manufactures computer and elecontronic equipment
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Source: Modern Tire Dealer