REPORT EXAMINES BRAND VALUE GROWTH DURING UNUSUAL TIMES
David Roth
CEO
The Store WPP, EMEA & Asia
[email protected]
Twitter: davidrothlondon
Blog: www.davidroth.com
| When we first considered the key themes influencing Chinese brand buildingthis year, it seemed as if Alice had gone through the looking glass. The UKhad voted to leave the EU, other European political parties were consideringsimilar action, and the US was turning inward. But as populism reshapedwestern geopolitics, the People’s Republic of China looked outward.
The unusual events underscoredhow much had changed in thesix years since we launched ourannual analysis about brands andbrand building in China, with thegroundbreaking BrandZ™ Top 50Most Valuable Chinese Brands2011. Because groundbreakingdoesn’t last long in China, wefollowed up by doubling thenumber of brands analyzedwith the BrandZ™ Top 100 MostValuable Chinese Brands in 2014.
The question for this yearresounded: Now what? Whatthemes, research, and analysiswould be invaluable for brandbuilding after a year when Chinastepped imposingly onto theworld stage; its economy bothcontinued to slow and transform;the domestic media landscapebecame more fragmented; andChinese brands increasinglylooked abroad for growthopportunities.
The answer is contained in thesepages. It’s as multi-faceted asthe question, and includes newgroundbreaking research andanalysis:
Emerging Brands
We identified the Top 30Chinese Global Brand Builders.Some are in our BrandZ™ ChinaTop 100, but others are amonga group of smaller brands nowmaking an impression in Chinaand abroad. Our BrandZ™research examines how overseasconsumers view Chinese brandsand offers recommendations foroverseas brand building.
Going Global
We assessed the changingperception of Brand China,compared the competitivestrengths of Chinese brands withlocal and global brands, andmeasured the impact of mergerand acquisition activity onawareness and consideration.
Building Brand Value
We examined the challenges ofbuilding value in unusual times.We investigated increasingloyalty among millennials;reaching young trendsetters inthe complicated landscape oftraditional and digital media;and leveraging the impact ofe-commerce and mobile acrosscategories.
THOUGHT LEADERSHIP AND INSIGHTS
To this original research we addedthought leadership and insightsfrom our brand building expertsin 17 WPP operating companiesin China. Our companies havebeen engaged in China for over30 years. Today, 14,000 people,including associates, work acrossChina in Beijing, Shanghai, Guangzhou and many othercities and provinces. We provideadvertising; insight; branding andidentity, direct, digital, promotionand relationship marketing; mediainvestment management, retailand shopper marketing; and publicrelations and public affairs. It’s allpart of our global presence withover 3,000 offices in 112 countries.
By linking all this talent, creativity,and wisdom, we amplify globaltrends and insights that help ourclients in useful and unique ways.We call this powerful perspective“horizontality.” It includes ourunrivaled BrandZ™ resourcelibrary, which we invite you toaccess. Along with the BrandZ™Top 100 Most Valuable ChineseBrands, the library includes thesetitles: BrandZ™ Top 100 MostValuable Global Brands; BrandZ™Top 50 Most Valuable IndianBrands; BrandZ™ Top 50 MostValuable Latin American Brands;BrandZ™ Top 50 Most ValuableIndonesian Brands; BrandZ™Spotlight on Myanmar; andBrandZ™ Spotlight on Cuba.
You’ll also find insights about theChinese market in these BrandZ™reports: The Top 30 ChineseGlobal Brand Builders; Unmaskingthe Individual Chinese Investor;The Power and Potential of theChinese Dream; The Chinese NewYear in Next Growth Cities; TheChinese Golden Weeks in FastGrowth Cities; and 8 Retail Trendsin China. To download these andother BrandZ™ reports, pleasevisit www.brandz.com. For theinteractive BrandZ™ mobile appsgo to www.brandz.com/mobile.
The backbone of all thisintelligence remains the WPPproprietary BrandZ™, the world’slargest, customer-focused sourceof brand equity knowledgeand insight. It is big data at itsbiggest, with 4.5 billion individualdata points. Using the BrandZ™brand valuation methodology ofKantar Millward Brown, a WPPcompany, we analyze relevantcorporate financial data and stripaway everything that doesn’tpertain to the branded business.Then we take a critical step thatmakes BrandZ™ unique anddefinitive among brand valuationmethodologies.
We conduct ongoing, in-depthquantitative consumer researchwith more than 170,000 consumersannually, across more than 30countries, to assess consumerattitudes about, and relationshipswith, over 100,000 brands. Ourdatabase includes informationfrom over two million consumers.It reveals the power of the brandin the mind of the consumer thatcreates predisposition to buyand, most importantly, validatesa positive correlation with bettersales performance.
At WPP, we’re passionate aboutusing our creativity to create andbuild strong, differentiated brandsthat deliver lasting shareholdervalue. To learn more about how toapply our experience and expertiseto benefit your brand, pleasecontact any of the WPP companiesthat contributed expertise tothis report. Turn to the resourcesection at the end of this reportfor summaries of each companyand the contact details of keyexecutives. Or feel free to contactme directly.
Go to www.brandz.com to learn more. |