Taiwan Makers Going for Branding Program

FRIEDRICHSHAFEN, Germany – At yesterday’s Taiwan Product Launch at Eurobike Ms Lin-Fen Her, deputy director of the Taiwan External Trade Development Council (TAITRA) (photo) announced the ‘Branding Taiwan Program’ which is aimed at raising the competitiveness of Taiwan’s economy.

In a press statement TAITRA states: “Giant, Merida and Maxxis are examples of Taiwan brands that have entered the bike market to provide customers better quality. To promote the industry, the Taiwan government has made the development of branding a key task for raising the competitiveness of Taiwan’s economy.”

TAITRA furthers with that there are two ultimate goals of the Branding Taiwan Program. The first is integrating resources to assist the establishment of brands and create a favourable environment for development. The second is to aid Taiwan enterprises in brand development and increase the value of Taiwan’s international brands.

“Taiwan today has a dominant share of the premium segment of the global bike market while at the same time occupying key portions of other markets for parts and accessories. The island’s role in the bike industry is poised for growth as more local companies increase their involvement in design and branding,” says TAITRA.