Taiwan Excellence 2013 continued to offer Vietnamese consumers an opportunity to experience the territory's advanced and innovative products through a series of interactive events. — VNS Photo

HA NOI (VNS) — An integrated marketing communication programme has this year successfully boosted the profile and awareness of 63 award-winning Taiwanese brands in Viet Nam via a wide range of activities.

"Taiwan Excellence 2013," is promoted by Taiwan's Bureau of Foreign Trade (MOEA) and implemented by the Taiwan External Trade Development Council (TAITRA).

With the tagline of "Excellent Lifestyles" and core values of "Reliable, Innovative and Worthy", the programme sought to enhance the image of Taiwanese international brands as well as its dynamic industries.

From working with 30 brands in 2012, Taiwan Excellence 2013 saw a significant increase in the number of participating brands to 63. Some of these were from newly joined industries like Machinery, which had 22 participating brands. ICT has remained the key sector of Taiwan Excellence with a number of leading names like HTC, Acer, Transcend, Silicon Power, MSI and ADATA.

The home-living sector also presents many excellent brands from Taiwan including Carnation, Cashido and Inadays. Meanwhile, in the field of transportation, a combination of new comers and familiar names including Luxgen, SYM (automobiles), and Strida (bike) have made their presence felt.

Following the success of previous years, Taiwan Excellence 2013 continued to offer Vietnamese consumers an opportunity to experience the territory's advanced and innovative products through a series of interactive events.

The 4 Taiwan Excellence Home & Leisure Experiencing Zone series held at major shopping malls in Ha Noi and HCM City was a major highlight of Taiwan Excellence 2013. These events offered great opportunities for consumers to experience the superior values of Taiwan Excellence products.

The programme has showcased its "excellence" concept with a strong group of innovative, worthy and reliable products from Taiwan via not only its own activities but also key trade events. They are International Precision Engineering, Machine Tools & Metalworking Exhibition (MTA 2013) where Taiwan Excellence presented 22 leading machine tools and metalworking brands and Vietnam Expo 2013 with 41 ICT and home-living brands introduced to international business partners and consumers.

A recent market research by Nielsen reported that 91 per cent of Viet Nam interviewees recognized Taiwan ICT and home living brands or products, which is three per cent up from 88 per cent in 2012. It also found that about seven and eight per cent of Vietnamese consumers would recall a Taiwan brand first when mentioning home-living and ICT categories respectively.

Showing we care

A meaningful social component was introduced this year that aimed at bringing the "Excellent Lifestyles" concept to people in five markets – Viet Nam, Indonesia, India, Thailand and mainland China.

Called "Taiwan Excellence Cares," this involved gathering public votes to choose and fund charity projects.

In Viet Nam, around 400,000 votes were cast and three best charity proposals chosen. A sum of US$10,000 was raised to fund the winning proposals. Through this special programme, Taiwan Excellence was able to help take outstanding ideas from five countries and deliver it to people in need. Source: Taiwan Excellence