Giant and Merida Make the Top 10 Taiwan Global Brands

Once again, the bicycle industry earned high marks in the "Taiwan Top 10 Global Brands" selection activity, which was conducted by Interbrand and sponsored by the Industrial Development Bureau, MOEA. Giant, Merida, Maxxis, and KMC all made the Top 25, and Giant was 6th, with a brand value of US$746 million and an annual growth rate of 11%. Merida was close behind with a rank of 10th, a brand value of US$467 million, and an growth rate of 4%, and was followed by Maxxis in 16th place, with a brand value of US$25 million and a growth rate of 5%, and KMC in 23rd place, with a brand value of US$83 million and a 21% growth rate.

The Giant Group, which celebrated its 50th anniversary this year, has made the Taiwan's Top 10 Global Brands for 14 years in a row. The Group had consolidated revenue of NT$81.8 billion in 2021, of which 65% came from its branded sales (Giant/Liv/ Momentum/Cadex brands).

According to the brand consulting company Interbrand, the Taiwan Global Brand selection process looks at three key aspects: First, the close integration of brand activities with the ESG concept; second, the creation of differentiation and a difficult-to-imitate brand concept, making the brand irreplaceable in consumers' minds; third, the in-depth pairing of a brand strategy and sales plans, with the goal of taking the brand far into the future.

Giant had brand value of USD 746 million; Chief Brand Officer Phoebe Liu (right) is shown accepting the award.

Merida had brand value of US$467 million. Vice GM William Zheng (right) is shown accepting the award.

Maxxis had brand value of US$25 million.

KMC had brand value of US$83 million.