Han Dexing pointed out that at the beginning of its establishment, ASUS wanted to develop into a professional own brand and strive for perfection. Therefore, in addition to expressing the hope of becoming a "China Master" brand in Chinese, the English name is named "A S U S", which comes from the flying horse in Greek mythology, representing the embodiment of holiness, innocence and perfection, and implying the perfect image of the company's products.

As for the slogan "Asustek's quality is rock solid", when Jonathan Tsang was attending a CeBIT computer exhibition in Germany, he overheard two consumers who came to watch the exhibition discussing the positioning of Asustek's main board. One of them thought that ASUS's motherboard should be compared with German brand Mercedes-Benz or B M W, but when Jonathan Tsang continued to ask why, the foreigner suddenly popped up a sentence "Your quality is rock solid", which was praised by the marketing team. Later, after painstaking deliberation, the slogan "ASUS quality is rock solid" was formed, which is strong and represents self-confidence. When it is mentioned in the market, it is rock-solid, and everyone will definitely think of ASUS.