Record 13 Chinese brands in BrandZ report
By Emily Ford |
00:26 UTC+8 May 23, 2012
|
Print Edition
Print Edition
A mobile phone carrier, banks and a white spirit brewer were among the 13 Chinese companies named yesterday in a widely watched study of the world's 100 biggest brands.
China Mobile was China's most valuable brand, Millward Brown said, appearing in 10th spot in the market researcher's 2012 BrandZ Top 100 list with an estimated value of US$47 billion, while web giant Tencent, worth US$18 billion, was 37th. Oil and gas conglomerate Sinopec was 55th and baijiu maker Moutai ranked 69th.
Apple, the iPhone maker and marketeers' favorite, retained its title at the top of the rankings, while the Industrial and Commercial Bank of China was named the world's most valuable financial brand at US$41.5 billion.
This year's BrandZ report marks the rapid rise in value of Chinese brands in recent years, from 2006 when only six appeared in the top 100, to a record 13 this year.
"Chinese brands are competing more effectively," the authors wrote. "Several factors drive this competitiveness. First, Chinese consumers have become more sophisticated about brands. Second, Chinese brands have improved in quality, leveraged their deep market knowledge and maintained a price advantage."
The Millward Brown study calculates a brand's value using a formula that measures the value of sales attributed to a particular brand and a quantitative analysis of the behavior of more than 2 million consumers, to rank 100 brands worth a combined US$2.4 trillion.
However, analysts said that most of the Chinese brands named are still unknown internationally and that their presence owed more to the sheer number of consumers on Chinese mainland than any significant consumer clout globally.
Facebook, which launched its initial public offering last week, grew the most in value - 74 percent - compared with last year's study to be worth US$33.2 billion. In the luxury goods sector, Chinese favorite LVMH was the most valuable brand, followed by Hermes, Rolex and Chanel.
"Brands are an insurance policy for businesses," said Eileen Campbell, Millward Brown chief executive. "Despite a prolonged period of economic stress, political uncertainty and natural disasters that buffeted brands across many categories, the value of the world's leading brands keeps rising across many categories, sustaining and nurturing businesses."
China Mobile was China's most valuable brand, Millward Brown said, appearing in 10th spot in the market researcher's 2012 BrandZ Top 100 list with an estimated value of US$47 billion, while web giant Tencent, worth US$18 billion, was 37th. Oil and gas conglomerate Sinopec was 55th and baijiu maker Moutai ranked 69th.
Apple, the iPhone maker and marketeers' favorite, retained its title at the top of the rankings, while the Industrial and Commercial Bank of China was named the world's most valuable financial brand at US$41.5 billion.
This year's BrandZ report marks the rapid rise in value of Chinese brands in recent years, from 2006 when only six appeared in the top 100, to a record 13 this year.
"Chinese brands are competing more effectively," the authors wrote. "Several factors drive this competitiveness. First, Chinese consumers have become more sophisticated about brands. Second, Chinese brands have improved in quality, leveraged their deep market knowledge and maintained a price advantage."
The Millward Brown study calculates a brand's value using a formula that measures the value of sales attributed to a particular brand and a quantitative analysis of the behavior of more than 2 million consumers, to rank 100 brands worth a combined US$2.4 trillion.
However, analysts said that most of the Chinese brands named are still unknown internationally and that their presence owed more to the sheer number of consumers on Chinese mainland than any significant consumer clout globally.
Facebook, which launched its initial public offering last week, grew the most in value - 74 percent - compared with last year's study to be worth US$33.2 billion. In the luxury goods sector, Chinese favorite LVMH was the most valuable brand, followed by Hermes, Rolex and Chanel.
"Brands are an insurance policy for businesses," said Eileen Campbell, Millward Brown chief executive. "Despite a prolonged period of economic stress, political uncertainty and natural disasters that buffeted brands across many categories, the value of the world's leading brands keeps rising across many categories, sustaining and nurturing businesses."
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