Page 6 - BrandZ Top 100 Most Valuable Chinese Brands 2015

TOP 100 Most Valuable Chinese Brands 2015
CONTENTS
PART 1: INTRODUCTION
Overview 16 Key Results 18 Key Themes
20 Key Observations
21 BrandZTM Stock Portfolio Performance 24 Market-Driven vs. SOE Brands
26 Chinese vs. Multinational Brands
28 5-Year Growth
Highlights 32 Cross Category Trends 36 Take Aways
Background 42 Economy and Demographics 44 Media Spending
Market Dynamics 50 Brand Extension 52 Innovation
58 Digitization 60 Going Global 62 Trust
Brand China 66 Consumer Perceptions
The Chinese Dream 70 The Role of Brands
Top Performers 72 Brand Newcomers 74 Brand Value Growth
76 Brand Contribution
PART 2: THOUGHT LEADERSHIP
PART 3: THE TOP 100
106 The BrandZTM China Top 100 Ranking 110 Category Growth
113 Category Updates
124 Brand Profiles 1-to-24
142 Our Insights
146 Brands Profiles 25-to-52 162 Our Insights
168 Brand Profiles 53-to-76 182 Our Insights
186 Brand Profiles 77-to-100
PART 4: BRAND BUILDING BEST PRACTICES IN CHINA
202 ECOMMERCE
by Figo Yang and Allen Liu, Polestar
206 GAMIFICATION
by Eden Chen and Jane Liu, Ogilvy & Mather
in collaboration with Lynn Liang and Theresa Loo, Ogilvy & Mather
210 PREMIUMIZATION
by William Marks, Kantar Worldpanel
212 MULTISCREEN VIEWING
by James Galpin and Angela Cao, Millward Brown
218 TRUST
by Annie Hsiao, Maxus
220 BRAND-LED ORGANIZATIONS by Leon Zhang, Millward Brown Vermeer
PART 5: RESOURCES
82
86 88 94 98 100
BRAND CHINA
by Jason Spencer and Haze He, Millward Brown and Theresa Loo, Ogilvy & Mather
O2O
by Kow Kuanhua, Lightspeed GMI
CHINESE DREAM
by David Roth, WPP
LUXURY
by Marcel Chu and Maggie Jiang, Hill+Knowlton Strategies
DIGITAL
by Craig Watts, GroupM
GOING GLOBAL
by Eden Chen and Jane Liu, Ogilvy & Mather
with Lynn Liang and Theresa Loo, Ogilvy & Mather
226
228
232
234
236
243
243
244
246
248
249
Index of Brand Profiles
BrandZTM Brand Valuation Methodology BrandZTM Reports, Apps and iPad Magazines WPP Companies
WPP Company Contributors
WPP Resources
BrandZTM Contact Details
WPP Brand Building Experts
BrandZTM China Top 100 Team
WPP in China
BrandZTM China Top 100 Video Details
12
13