ASUS has been crowned the Best Taiwan Global Brand for 2025 by Interbrand, marking the company’s twelfth straight year at the top of Taiwan’s most prestigious brand ranking. The tech giant’s brand value reached US$2.595 billion in 2025, fueled by aggressive expansion in AI-powered personal computers and enterprise server infrastructure. The announcement, made on December 29, 2025, adds to a record year of global recognition for the Taiwanese manufacturer.
What’s New
Interbrand, the world’s leading brand consultancy, officially recognized ASUS as Taiwan’s most valuable global brand for the twelfth consecutive year. The company’s 2025 brand valuation hit US$2.595 billion, reflecting sustained growth in artificial intelligence computing segments.
The Best Taiwan Global Brands survey is organized by Taiwan’s Industrial Development Administration under the Ministry of Economic Affairs, with Interbrand commissioned to evaluate brands based on four core metrics: brand awareness, customer loyalty, financial performance, and management strategies.
ASUS Co-CEO S.Y. Hsu attributed the recognition to the company’s integration of “ubiquitous AI and responsible practices across all segments,” emphasizing the firm’s leadership in Copilot+ PCs and AI infrastructure.
AI PC Dominance Drives Brand Value
ASUS secured the leading global market share for Copilot+ PCs from May 2024 through July 2025, with market share exceeding 25% in Q3 2024 and targeting over 30% moving forward. The company’s Copilot+ PC lineup spans multiple series including ExpertBook, ProArt, Zenbook, and Vivobook, covering business, creative, and consumer segments.
AI servers now represent a critical revenue driver. In Q3 2025, AI server revenue accounted for nearly 20% of ASUS’s total revenue, with the company maintaining over 15% market share in the AI infrastructure space. ASUS servers currently power seven major national projects, underscoring the company’s role in sovereign AI initiatives.
The company posted brand revenue of NT$189.9 billion (US$6.1 billion) in Q3 2025, up 21% year-over-year and marking a single-quarter record.
2025 Award Sweep
Beyond the Interbrand recognition, ASUS collected multiple global accolades in 2025:
- Fortune World’s Most Admired Company (10th consecutive year)
- Forbes World’s Best Employer (9th consecutive year)
- Newsweek World’s Most Trustworthy Companies (2nd year)
- TIME World’s Best Company (2nd year)
- 81 design awards including 22 iF Product Design Awards, 44 Red Dot Design Awards, and 15 Good Design Awards
The consistent recognition across business ethics, employer reputation, and product design categories signals strength beyond pure financials.
How ASUS Compares to Taiwan Tech Brands
ASUS maintains a commanding lead over other Taiwan-based global brands. Delta, another top performer in the 2025 rankings, secured a Top 5 position with a brand value of US$773 million, a 30% year-over-year increase but still less than one-third of ASUS’s valuation. MSI, a competitor in gaming and high-performance computing, ranked in the Top 25.
| Brand | 2025 Ranking | Brand Value | Key Strength |
|---|---|---|---|
| ASUS | #1 (12th year) | US$2.595 billion | AI PCs, servers |
| Delta | Top 5 | US$773 million | Power management |
| MSI | Top 25 | Not disclosed | Gaming hardware |
What’s Next
ASUS is positioning itself to lead the AI PC evolution over the next three to five years, targeting expanded Copilot+ PC adoption and deeper enterprise AI server penetration. The company plans to broaden its AI infrastructure portfolio with comprehensive solutions for storage, high-performance computing, and cloud service providers.
Key questions remain around how ASUS will sustain market leadership as competitors like HP, Dell, and Lenovo accelerate their own AI PC roadmaps. The company’s ability to maintain margin expansion while scaling volume shipments will determine whether it can hold its Copilot+ PC share above 30% through 2026.
ASUS has not yet disclosed 2026 brand-value targets or specific revenue projections for its AI server division.
Featured Snippet Boxes
What is ASUS’s brand value in 2025?
ASUS’s brand value reached US$2.595 billion in 2025, according to Interbrand’s Best Taiwan Global Brands survey. This marks the twelfth consecutive year ASUS has been recognized as Taiwan’s most valuable global brand.
How much market share does ASUS have in Copilot+ PCs?
ASUS held the leading global market share for Copilot+ PCs from May 2024 to July 2025, with over 25% market share in Q3 2024. The company is targeting to exceed 30% market share in this category.
What percentage of ASUS revenue comes from AI servers?
AI servers accounted for nearly 20% of ASUS’s total revenue in Q3 2025. The company maintains over 15% market share in AI infrastructure and powers seven major national AI projects.
What is the Best Taiwan Global Brands survey?
The Best Taiwan Global Brands survey is organized by Taiwan’s Industrial Development Administration under the Ministry of Economic Affairs. Interbrand conducts the evaluation, ranking brands based on brand awareness, customer loyalty, financial performance, and management strategies.
