"Having our own distinguished brand name is the sharpest weapon [for Taiwanese companies], especially since 'made in Taiwan' is now a symbol of higher value-added products," says King Liu, the chairman of Giant Manufacturing Co, whose company was valued the 4th most valuable brand in Taiwan at US$210 million by Interbrand. This statement provides the philosophy behind Giant's corporate policies. Giant, like most other Taiwanese companies, started out as an OEM, producing in China for re-export purposes. But it realized the importance of branding when one of its main clients shifted to another cheaper OEM.

Today, Giant has captured 5% of the domestic China bicycle market which is estimated at 30 million bikes per year. More than just the price, Giant has lured customers by appealing to their inner sporting passions, be it adventure, fun or exercise. By hiring biking enthusiasts as sales persons, Giant has ensured that customers get the same Giant experience at every touch point. Even in the US market; Giant has been building a strong personality for itself by sponsoring and supporting recreational hiking clubs.

One of the better known non-electronics brands from Taiwan, Giant has been able to make a mark for itself and position itself rightly within the China market in time. With the Chinese market opening and Giants known presence in the market, the Giant brand is poised to make a good run provided it does not deviate from the branding path.