In meeting the era of the knowledge economy, the Taiwan government has named the development of branding as the most important task for raising the competitiveness of Taiwan’s economy under the Challenge 2008 National Development Plan. This is a crucial stage for the restructuring of Taiwan industries.

The government has incorporated the Image Enhancement Plan (IEP) into the Branding Taiwan campaign, which was initiated this year in 2006, as a demonstration of its support to Taiwan enterprises in the development of branding. This has aided in our determination for the internationalization and globalization of Taiwan businesses to increase market competitiveness. The image of Taiwan enterprises and brands will be enhanced, creating a more favorable environment for international branding efforts.

There are two ultimate goals of Branding Taiwan. The first is employing resource integration to assist the establishment of brands and create a favorable environment in which they may be developed; the second is to aid Taiwan enterprises in brand development and increase the value of Taiwan’s international brands.。

Through the establishment of a branding venture capital fund, a favorable environment for brand development, a brand pricing system, human resources and training, a brand consulting and e-business platform, and raising the international image of Taiwan products and brands, Branding Taiwan will support Taiwan enterprises in their branding efforts. This will diversify Taiwan brands and enable us to reap the fruits of our ultimate goal.

To complement the development of Taiwan’s international brands as mentioned above, the Taiwan External Trade Development Council (TAITRA) will incorporate the 15-year Image Enhancement Plan promulgated by the Ministry of Economic Affairs (MOEA) into the Branding Taiwan campaign. TAITRA will also incorporate Taiwan Innovalue into the Branding Taiwan website not only to create a fresh new look but to provide ease and convenience to users.

TAITRA
The Taiwan External Trade Development Council, or TAITRA, is the foremost non-profit trade and investment promotion organization founded in 1970 to help promote foreign trade. Jointly sponsored by the government and various commercial and industrial associations, TAITRA helps Taiwan’s business enterprises reinforce their international competitiveness as well as cope with the challenges they face in the global markets. In addition, TAITRA offers comprehensive services to assist foreign businesses in establishing a wider presence in Taiwan.

Since its establishment, TAITRA has developed a well-coordinated trade promotion and information network composed of over 600 trained specialists stationed at its headquarters in Taipei, in four local branch offices in Hsinchu, Taichung, Tainan, and Kaohsiung, as well as in over 40 representative offices around the world.

In association with its sister organizations, the Taiwan Trade Center, Inc. (TTC) and the Taipei World Trade Center (TWTC), TAITRA continues to do everything possible to adapt its trade promotion strategies to the changing international trends and conditions.

Taiwan External Trade Development Council
5-7 Fl., 333 Keelung Road, Sec. 1, Taipei 11012, Taiwan
Tel: 886-2-27255200
Fax: 886-2-27576653
Website: www.taiwantrade.com.tw
E-Mail: taitra@taitra.org.tw