Maxxis on list of Taiwan's top 20 global brands

ERJ staff report (TB)

Taipei, Taiwan -- Maxxis International has been named one of Taiwan's top 20 global brands for the ninth consecutive year by a global branding consultancy.

The listing, published by Interbrand-a division of Omnicom Group, which is a global branding consultancy specialising in brand services that include brand analytics, strategy, valuation, corporate design, digital brand management, and naming-was announced recently in Taipei.

Maxxis has been included in Interbrand's top 10 since the list was first issued in 2003 and, according to the tyre marketer, was the only tyre company to make the ranking. The company placed eighth on the 2011 list, with an estimated brand value of $335 million.

Interbrand cited several factors in explaining Maxxis' place on the list, including the company's growth in key areas. The branding firm noted that while competitors have shut down factories due to rising costs and declining purchasing power, Maxxis plans to open new manufacturing facilities in Chongqing and Xiamen, China, and in Taiwan. It also cited new contracts the company has signed with Mercedes-Benz in China, Nissan in Mexico and three Indian automobile companies.

According to a Maxxis e-newsletter, Interbrand also praised the company for its “focus on innovation, superior quality and customer satisfaction, and noted that Maxxis has become the 10th largest tyre manufacturer in the world.”

01Interbrand developed the annual list in cooperation with the Taiwan External Trade Development Council and Business Next magazine. Maxxis said the rankings were determined by analysis of current and future revenue specifically attributable to branded products, how a company's brand influences consumer demand at the point of purchase, and the ability of the brand to secure the delivery of expected future earnings.

From Tire Business (A Crain publication)