Page 33 - BrandZ Top 100 Most Valuable Chinese Brands 2015

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Part1 | Introduction-MarketDynamics MARKET DYNAMICS | Trust
TOP 100 Most Valuable Chinese Brands 2015
The most trusted Chinese brand, Yunnan Baiyao, is a traditional Chinese medicine founded early in the last century. The second most trusted brand is Air China. Expectations are lower in other categories, like fast food, for example.
However, strong brands can outperform their categories. Two
food and dairy brands rank high in trust. Yili, ranks sixth in trust, and Mengniu, also ranks relatively high. Both brands collaborated with overseas companies to improve production practices. Yili invited consumers to tour its factories.
The following characteristics are most important to Chinese
consumers when thinking
about the trustworthiness of brands: safety, high quality,
good reputation and honesty. Consumers overwhelmingly agree that the most important actions a brand can take to win trust are to use safe raw materials and ensure that products and services meet high safety and quality standards.
... Product safety is the cornerstone of brand trust
The most important actions a brand can take to win trust are to use safe raw materials and ensure that products and services meet high safety and quality standards.
... The most trusted brands cross many categories...
The level of consumer trust in a brand always depends on the interplay of category and brand. The most trusted Chinese brand, Yunnan Baiyao, is a traditional Chinese medicine founded early in the last century.
43% 39%
Top 30 Most Trustworthy Chinese Brands
Rank Brand
1 Yunnan Baiyao
2 Air China
3 Ctrip
4 CITS
5 Suning
6 Yili
7 PetroChina
8 Haier
9 Midea
10 Dabao
11 Sinopec
12 ChangYu
13 Gree
14 Wu Liang Ye
15 China Mobile
Trust Index
142 140 137 135 132 129 128 126 126 126 125 125 123 121 120
Rank
16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Brand
Tong Ren Tang Evergrande Real Estate China Eastern Airlines Baidu
China Southern Airlines Poly Real Estate
Vanke
Lenovo
Moutai
Bank of China
Mengniu
360
Zhong Hua
ICBC
China Life
Trust Index
120
24% 22%
21% 20%
18% 12%
11% 11%
11% 8%
8% 8%
7% 6%
5% 3%
Source: BrandZTM / Millward Brown
Most trusted brands in the BrandZTM Top 100 Most Valuable Chinese Brands 2015 Trust Index: Average = 100
Characteristics of Trustworthy Brands
High quality
Good reputation
Honest
Value for money
High level of social responsibility
Good service (both before and after sales)
Product with high technology
119 Famous
118 117 116 114 114 113 113 110 110 110 110 107 107
Shares my values Open and transparent Has long history Innovative Has active communication and interaction with consumers Positive media reports Setting the trend Continuously satisfies needs Popular Has a famous spokesperson Has a lot of brand advertisements
Source: Millward Brown Trust Study with Lightspeed Research
Average 17%
Safe
27%
30%
% of consumers saying a characteristic is indicative of being trustworthy