Visiting

Founded in 1978, Ankou Food Machinery is the leader of Taiwan's food machinery industry. Sensing that Taiwan's market is too small, Ankou has been expanding overseas since the early days of its establishment, from traveling across the ocean to meet customers face-to-face to persuade them to place orders, to participating in international exhibitions of all sizes every year through the web, expanding its territory to five continents around the world.

Despite the lack of male-specific care products on the market in the past, HODRMEN started with a male cleanser and combined the founder's own medical background to develop a series of cleansing and care products suitable for men's skin texture in the Asian tropics. In just a few years since its establishment, HODRMEN has attracted young consumers with its lively brand communication strategy and image, generating sales of more than $10 million per year. In addition to capturing the Taiwan market, HODRMEN has also expanded into Southeast Asia, aiming to become the No. 1 men's skincare brand in Asia.

There are countless companies in Taiwan that have gone global, but few of them have been listed in Interbrand's ranking of the world's best brands over the years. In fact, Taiwan is rich in manufacturing, healthcare and service industries, and there are many invisible champions with hidden strengths, but only a few are willing to develop their brands. Perhaps what Interbrand would like to remind Taiwanese enterprises is that we should understand that it is time to change from "industry globalization" to "brand globalization", in which brand building and management have become a major issue for enterprises without delay.

In addition to adapting to the market climate, brands need to have the empathy to understand different cultures and design marketing activities and products that resonate with local consumers. How to make them "understand, listen and get used to" and then captivate their hearts? There are five key design elements that make brands and markets truly compatible.

FLUXTEK is a global water purifier brand from Taiwan. Founded in 2000, FLUXTEK is engaged in the production, manufacturing and sales of water purification equipment and various filter consumables, and provides customers with various products and spare parts for water purification equipment, with a marketing network spanning over 25 countries, including Spain, the United Kingdom, the Middle East, Japan, and South-East Asia, and is a leading brand in emerging markets, such as Turkey.

The down filling for top down jacket brands like Moncler and Canada Goose actually comes from a time-honored Taiwanese down manufacturer - Helong Down. Major international luxury brands like BURBERRY and COACH also have down jackets made with Helong's down! Founded in Dadaocheng, Taipei in the 34th year of the Guangxu Emperor's reign (1908), Helong Down has a history of over a century and is Asia's oldest down manufacturing contractor. Currently, its down production accounts for 1/6 of the global market. In Japan, Helong Co., Ltd. holds over half of the market share, making it a true Taiwanese pride.

Walking into zero zero urban environmental protection store, blue and green logo, simple and fresh lines, bright and clean space, just like the most popular cultural and creative store, until the neighboring mothers and mothers, with all kinds of recyclables into the classification weighing, people realize that this is a resource recycling station!

For a family business with an established customer base and revenue, it was a challenge to optimize the brand and aim for international expansion. 25 years ago, the company started from the Fool's Farm in Shamkeng, and this year, under the strong encouragement of the company's second-generation brand director, Huang Yongchun, the company is carrying out a great evolution of the brand and the family business under the name of "primona Dreamy Chicken".

Martin Kessler, founder of Process Pulo Brand, believes that "regardless of whether it's a big company or a small business, the method of building a brand is the same." Markus Gut, CEO of Process Pulo Brand, also pointed out, "A brand is more than just a logo; it's a tree. The roots are analysis, the trunk is content, and the canopy is customer experience. What happens to a brand if any one of these elements is missing?" What principles should businesses be aware of when building a brand?

Are customers coming to us because our products are of good quality and other customers are not interested? The management has more important things to do than branding, so brand management is only for the marketing department? Process is honored to be hosted by the Taiwan Machine Tool & Component Association for the "How Branding Can Increase Business Value" course, which provided answers to the questions of the business owners and managers in the meeting.