Taiwan’s ICT branding move pays off

Taiwan Excellence campaign pushing the country’s infocomm technology (ICT) sector seems to have borne fruits for the nation, with the country seeing a jump in its tech exports to its targeted markets.

The campaign rolled out in August last year, targeting consumers in the emerging markets of India Indonesia and Vietnam, aiming to change its ICT sector’s image as being that of only subcontractors to brands such as Apple and Dell.

It promoted 30 of Taiwan’s brands such as Acer, HTC, Asus, Ben Q and more, according to The Straits Times.

The island reported seeing an increase in exports to these market this year, for instance: a 76.6 % jump in ICT sector exports to US$34.9 million worth of exports to Vietnam compared to 2009, and a 115% jump in exports to India to US$74.9 million from January to April this year, said the newspaper report.

The campaign is still currently ongoing in the form of more commercials, technology roadshows, Facebook and contests.

The campaign has local actors or supermodels to front commercials, which are shot in the style of Taiwanese music videos.

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