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Concept
Asus
Summary
ASUSTeK Computer Inc. (ˈeɪsuːs, eɪˈsuːs, ɑ:ˈ-, əˈ-; ; stylized as ASUSTeK or ASUS) is a Taiwanese multinational computer, phone hardware and electronics manufacturer headquartered in Beitou District, Taipei, Taiwan. Its products include desktop computers, laptops, netbooks, mobile phones, networking equipment, monitors, wi-fi routers, projectors, motherboards, graphics cards, optical storage, multimedia products, peripherals, wearables, servers, workstations and tablet PCs. The company is also an original equipment manufacturer (OEM).
Asus is the world's 5th-largest PC vendor by unit sales as of January 2023. Asus appears in BusinessWeek "InfoTech 100" and "Asia's Top 10 IT Companies" rankings, and it ranked first in the IT Hardware category of the 2008 Taiwan Top 10 Global Brands survey with a total brand value of $1.3 billion.
Asus has a primary listing on the Taiwan Stock Exchange under the ticker code 2357 and formerly had a secondary listing on the London Stock Exchange under the ticker code ASKD.
The company is usually referred to as ASUS or Huáshuò in Chinese (, literally "Eminence by the Chinese"). According to the company website, the name ASUS originates from Pegasus, the winged horse of Greek mythology. Only the last four letters of the word were used to give the name a high position in alphabetical listings.
As its marketing taglines, ASUS has used Rock Solid. Heart Touching (2003–2009) and subsequently Inspiring Innovation Persistent Perfection (2009–2013). Since 2013, the company's tagline has been In Search of Incredible.
Asus was founded in Taipei in 1989 by T.H. Tung, Ted Hsu, Wayne Hsieh and M.T. Liao, all four having previously worked at Acer as hardware engineers. At this time, Taiwan had yet to establish a leading position in the computer hardware business. Intel Corporation would supply any new processors to more established companies like IBM first, and Taiwanese companies would have to wait for approximately six months after IBM received their engineering prototypes.
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