Taiwan's Brand Value for Commercial Service Sector

Taiwan's service industry contributed 68.59% economic growth in 1998. It was a sign that Taiwan's economic development started to transform from industry to service society. In all types of service sectors, the increase of the real gross domestic product (GDP) of wholesale and retail has made them leading business. In last twenty and more years, the fast growth of the service industry makes the real GDP growth rates of both wholesale and retail were higher than national average growth rate in total.

The present development of market trend is towards consumer driven which links various types of industries together. The service industry is especially deeply interlocked with the upstream manufacturing, agriculture, and construction industries; therefore, it has potentiality to advance the production methods of agriculture and manufacturing industries and change their performances and structure. In addition, the tertiary sector of the economy will be the key motivation to completely change and integrate Taiwan's industry and advance the national economic growth.

The small scale of traditional commercial service sector makes them difficult to reduce cost and compete with large business. To improve this disadvantage, developing own-brand becomes the most important key to the service industry. To encourage the enterprises join the three gold project which includes market expanding, bank loan and franchise, the Department of Commerce of Ministry of Economic Affairs launched the brand value promotional plan for the service sector in 2008 to encourage the business to create own brand and build brand value. The aim of the promotional plan is to introduce the value of brand, build system of brand valuation, train brand managers, and establish an international brand information exchange platform. The plan is now a important reference for consumers and franchisees.

To continue the brand development program, the program will further establish objective reference information for both domestic and international business to introduce new brands. In addition, an international brand exchange platform will be build to effectively introduce domestic brand into world market.

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