Beginning from 2003, the Bureau of Foreign Trade (BOFT) has commissioned TAITRA to cooperate with the international brand consulting firm, Interbrand, in the Branding Taiwan campaign to organize a series of events to assist Taiwan companies in their branding efforts. It encourages industries committed to the development of their own brands through the Taiwan Superior Brands contest, which has allowed high-quality brand companies to obtain the knowledge and keys to success. Branding Taiwan has been very well received and supported by domestic enterprises.

The 2006 Taiwan Superior Brands contest had a total of 65 companies striving to expand and strengthen their brands. These included Johnson Health Tech. Corporation, Tittot, Franz Collection, A.S.O. Shoes, Gigabyte Technology, and Penpower Technology.

Initial selections of potential finalists ended on July 28. There were 33 companies present at a company presentation meeting at the National Chengchi University. 18 companies were awarded with the title of “Taiwan Superior Brand.”

On September 14, an official banquet was held where awards were presented to the winners. Presenting the awards were Bureau of Foreign Trade Director General Mr. Chi-peng Huang, TAITRA President & CEO Mr. Yuen-Chuan Chao, Brand International Promotion Association Director General Zi Ren Xie, and Business Weekly Magazine Editor-in-Chief Guo Ding Yu. Also present were 48 representatives from the 18 awarded companies. Simple and warm, yet ceremonious, the Taiwan Superior Brands banquet has indeed provided an ideal platform for developing good contacts and business relations.