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China Mobile tops BrandZ Top 50 Most Valuable Chinese Brands

ASIA-PACIFIC – BEIJING, CHINA, DECEMBER 2010 – China Mobile, the country‘s dominant mobile phone carrier with more than 500 million subscribers, leads Millward Brown’s inaugural BrandZ Top 50 Most Valuable Chinese Brands the ranking at # 1. It was also named among Millward Brown‘s BrandZ Global Top 100 Most Valuable Brands for the past five years. 
 

The telecom brand is closely followed by the nation‘s "Big Four" banks – Industrial and Commercial Bank of China, Bank of China, China Construction Bank, and Agricultural Bank of China. State-owned enterprises in general have done well in the Top 50 ranking, benefiting from the government‘s strong support and relatively fewer competitors.  
 
Notably, consumer-facing technology brands–the entertainment platform Tencent and search engine Baidu–rank highly at Numbers 8 and 9, respectively. These enterprises have succeeded due to their innovative offerings and strong consumer ties.  
 
The BrandZ Top 50 Most Valuable Chinese Brands span 19 different categories, reflecting the diversity of leading brands in the Chinese economy, and represent a total value of US$280 billion, equivalent to slightly more than 5% of the Chinese economy. 
 
Commissioned by WPP, the BrandZ Top 50 Most Valuable Chinese Brands is the only valuation in the world that combines financial data as well as consumer opinions on brands and demonstrates this with a dollar value. The views of more than 35,000 Chinese consumers are contained in the BrandZ database, while financial and market information is drawn from Bloomberg and DataMonitor.  
 
"Chinese companies in the BrandZ Top 50 have demonstrated their ability to build strong domestic brands, with a number of them earning a deep sense of loyalty and engagement among Chinese consumers," said Adrian Gonzalez, Head of Millward Brown Greater China. "China‘s economy is now at a tipping point – consumers have an increasing number of brands to choose from, and therefore are becoming more sophisticated in their choices. This research, we believe, can help Chinese companies understand that good brand building is a powerful way to develop and maintain a competitive edge in a market evolving as quickly as China‘s." 
 
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In the Top 50 rankings, brands tend to fall into one of three groups:  
 
The Giants: State-owned enterprises that benefit from strong government support, relatively fewer competitors, and a growing commitment to brand building. China Mobile, for example, has taken advantage of favorable market conditions to adopt sophisticated brand strategies and market segmentation approaches. These steps should position these brands well as they are expected to face increased competition in the future. 
 
The Innovators: Brands such as Tencent and Baidu that have developed great products and great product experiences. China Merchants Bank (#11), which has invested heavily in branding and rolling out new customer offerings; domestic auto maker BYD (#19), known for its electric car designs and green technology; and Haier (#29), recognized for its energy-efficient product designs and consistent branding.  
 
The Image Builders: Brands in the packaged goods, beverages and retail categories that operate in extremely crowded spaces, where brand building can play a critical role in differentiation. Wine and beer brands Changyu (#22), Tsingtao (#35) and Great Wall (#50) all recorded strong brand contribution. COFCO‘s Fulinmen food brand also claimed a spot at #49. Retail/sportswear/clothing brands also stand out, with Li Ning (#24), Meters/bonwe (#31), Anta (#43) and 361 Degrees (#44) placing in the Top 50.  
 
One key metric in the Brand value equation is Brand Contribution. Brand Contribution is the proportion of financial value that is driven purely by brand equity, revealing how effectively and closely the brand has connected with its customers. 
 
Across all three groups, brands can be found with extremely high levels of brand contribution. Baidu, Great Wall, Tsingtao, Tencent and others have achieved particularly strong bonds with their consumers, and thus have high brand contributions.
 
Consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership. The methodology mirrors that used to calculate the annual BrandZ Top 100 Most Valuable Global Brands, now in its fifth year.

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