RECORD VALUE RISE REVEALS PROSPECTS FOR FUTURE GROWTH
REPORT DETAILS BRAND BUILDING IMPERATIVES
David Roth
CEO, The Store WPP, EMEA & Asia
[email protected]
Twitter: @davidrothlondon
Blog: www.davidroth.com
| Two recent developments compounded my strongbelief in the vitality of brands in today’s China and in thepotential for growth. Reviewing the preliminary valuationsfor this year’s BrandZ™ China Top 100, I realized thatwe’d surpass all prior year-on-year value increases. InPresident Xi Jinping’s speech to the 19th Party Congress,I recognized a vision for China in which brands can play along-term constructive role.
President Xi outlined his plans forwhat he termed, “the rejuvenation ofthe Chinese nation.” While PresidentXi rightly extolled China’s remarkableeconomic growth over the past threedecades, he also detailed the needto help more Chinese people live abetter life, and to elevate China’s globalstature, commensurate with its manycontributions to civilization.
President Xi calls his ambitious nationalmission statement the Chinese Dream.He expects the dream to guide China’sactivities over the next three decades,coming to fruition at mid-century,for the centennial anniversary of thePeople’s Republic of China. Progresslikely will fluctuate with the economicand geopolitical forces of real worldcompetition and cooperation.
But the possibility for sustainedbrand growth is clear. Brands exist toimprove people’s lives in some way,and President Xi was explicit aboutthe ways in which he wants to see thelives of Chinese improved. He asked forgreater progress in poverty alleviation,narrowing the income gap amongregions, and improving employment,education, healthcare, and housing.
President Xi also argued for conservingChina’s natural beauty and beingenvironmentally responsible in thepursuit of economic growth. And headvocated for the development ofindustries that innovate and leveragethe internet, data and artificialintelligence.
To achieve these goals, President Xiwants to accelerate market reform,which means promulgating regulationsthat promote fair competition. Inenumerating these aspects of theChinese Dream, President Xi actuallyarticulated a blueprint for brandsuccess. But understanding andfollowing the blueprint to build valuablebrands requires additional knowledgeand insight.
Go to brandz.com to learn more. |