Page 4 - BrandZ Top 100 Most Valuable Chinese Brands 2015

GOING FORWARD
In summarizing the strategic framework for why the opportunity to build valuable brands in China is enormous
and expanding, I’ve just touched the surface. This report adds to the framework and provides the market research and analysis that form its foundation. Brand experts from around 20 WPP operating companies in China contributed insights and thought leadership and brand building essays
that provide deeper strategic understanding and tactical advice for implementation.
At WPP, the global communications services leader, our companies have been engaged in China for over 30 years. Today, almost 15,000 people, including associates, work across China in Beijing, Shanghai, Guangzhou and
many other cities. We provide advertising, marketing, insight, data management, media, digital, shopper marketing and PR expertise. It’s part of our global presence in 111 countries.
By linking all this talent, creativity, wisdom, and horizontality, we amplify global trends and insights that help our clients in useful
and unique ways. We invite you to access our unrivaled BrandTM
resource library. Along with the BrandZTM Top 100 Most Valuable Chinese Brands, the library includes these titles: the BrandZTM Top 100 Most Valuable Global Brands; the BrandZTM Top 50 Most Valuable Indian Brands; and the BrandZTM Top 50 Most Valuable Latin American Brands.
You’ll also find insights about
the Chinese market in these BrandZTM reports: The Power and Potential of the Chinese Dream; The Chinese New Year in Next Growth Cities; and The Chinese Golden Weeks in Fast Growth Cities. To download these and other BrandZTM reports, please visit www.brandz.com. For the interactive BrandZTM mobile apps go to www.brandz.com/mobile.
The backbone of all this intelligence remains the WPP proprietary BrandZTM, the world’s largest, customer-focused source of brand equity knowledge
and insight, and the BrandZTM brand valuation methodology of Millward Brown, a WPP company. First we analyze relevant corporate financial data and strip away everything that doesn’t pertain to the branded business. Then we take a critical step that makes BrandZTM unique and definitive among brand valuation methodologies.
We conduct ongoing, in-
depth quantitative consumer research with more than 170,000 consumers annually, across more than 30 countries, to assess consumer attitudes about, and relationships with, over 10,000 brands. Our database includes information from over two million consumers. It reveals the power of the brand in the mind of the consumer that creates predisposition to buy and, most importantly, validates a positive correlation with better sales performance.
At WPP, we’re passionate about using our creativity to create and build strong, differentiated brands that deliver lasting shareholder value. To learn more about how
to apply our experience and expertise to benefit your brand, please contact any of the WPP companies that contributed expertise to this report. Turn to the resource section at the end of this report for summaries of each company and the contact details of key executives. Or feel free to contact me directly.
Sincerely,
David Roth WPP
ELIGIBILITY
CRITERIA
Brands included in the BrandZTM Top 100 Most Valuable Chinese Brands meet four eligibility criteria. Included brands are:
Created by a mainland Chinese enterprise;
Owned by a publicly traded enterprise;
Report positive earnings.
Financial brands derive at least 20 percent of earnings from retail banking.
DEFINITIONS
Brand Contribution
Brand contribution is a BrandZTM measurement of a brand’s uniqueness in the mind of the consumer and the impact of brand alone, without any other factors, on future earnings. Brand contribution is expressed with a scale of 1-to-5, 5 highest.
Brand Power
Brand power is a BrandZTM measurement of a brand’s competitive position in its category. It roughly correlates with volume share. Brand power is a BrandZTM component of brand equity, which is the consumer predisposition to choose one brand over another.
Meaningful, Different, Salient
These are the three BrandZTM components of brand equity: Meaningful, Different and Salient. Success on these components predisposes consumers to choose a brand and pay a premium for it.
MEANINGFUL: Consumers feel an affinity for the brand or think it meets their needs.
DIFFERENT: The brand feels different from other brands or sets trends for its category.
SALIENT: The brand comes to mind quickly and readily when activated by ideas relating to category purchase.
SOE
This acronym stands for
State Owned Enterprise, companies in which China’s central government, or a local jurisdiction, has an ownership stake. To better understand the dynamics of these brands, BrandZTM divides them into two categories:
STRATEGIC SOES: These brands are in categories, such as banking or oil and gas, which are instrumental to development of the national economy. The government tasks these brands with implementing policy. Examples: Bank of China, Sinopec.
COMPETITIVE SOES: These are brands in consumer-facing categories, such as alcohol or food and dairy. Building brand equity is an important success determinant. Examples: Moutai, Mengniu.
The SOEs included in the BrandZTM Top 100 Most Valuable Chinese Brands are publicly traded.
Market-Driven Brands
Market-driven brands are privately owned and responsive to customers and marketplace forces.
TOP 100 Most Valuable Chinese Brands 2015
WELCOME | Fifth Anniversary Edition
Eligibility criteria and definitions
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