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BrandZ: Martin Guerrieria
Public relations: Lucy Edgar
Top 100

BrandZ Top 100 Most Valuable Chinese Brands 2017



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Photo - DR
David Roth
The Store WPP, EMEA & Asia
[email protected]

When we first considered the key themes influencing Chinese brand building this year, it seemed as if Alice had gone through the looking glass. The UK had voted to leave the EU, other European political parties were considering similar action, and the US was turning inward. But as populism reshaped western geopolitics, the People’s Republic of China looked outward.

The unusual events underscored how much had changed in the six years since we launched our annual analysis about brands and brand building in China, with the groundbreaking BrandZ™ Top 50 Most Valuable Chinese Brands 2011. Because groundbreaking doesn’t last long in China, we followed up by doubling the number of brands analyzed with the BrandZ™ Top 100 Most Valuable Chinese Brands in 2014.

The question for this year resounded: Now what? What themes, research, and analysis would be invaluable for brand building after a year when China stepped imposingly onto the world stage; its economy both continued to slow and transform; the domestic media landscape became more fragmented; and Chinese brands increasingly looked abroad for growth opportunities.

The answer is contained in these pages. It’s as multi-faceted as the question, and includes new groundbreaking research and analysis:

Emerging Brands
We identified the Top 30 Chinese Global Brand Builders. Some are in our BrandZ™ China Top 100, but others are among a group of smaller brands now making an impression in China and abroad. Our BrandZ™ research examines how overseas consumers view Chinese brands and offers recommendations for overseas brand building.

Going Global
We assessed the changing perception of Brand China, compared the competitive strengths of Chinese brands with local and global brands, and measured the impact of merger and acquisition activity on awareness and consideration.

Building Brand Value
We examined the challenges of building value in unusual times. We investigated increasing loyalty among millennials; reaching young trendsetters in the complicated landscape of traditional and digital media; and leveraging the impact of e-commerce and mobile across categories.


To this original research we added thought leadership and insights from our brand building experts in 17 WPP operating companies in China. Our companies have been engaged in China for over 30 years. Today, 14,000 people, including associates, work across China in Beijing, Shanghai, Guangzhou and many other cities and provinces. We provide advertising; insight; branding and identity, direct, digital, promotion and relationship marketing; media investment management, retail and shopper marketing; and public relations and public affairs. It’s all part of our global presence with over 3,000 offices in 112 countries.

By linking all this talent, creativity, and wisdom, we amplify global trends and insights that help our clients in useful and unique ways. We call this powerful perspective “horizontality.” It includes our unrivaled BrandZ™ resource library, which we invite you to access. Along with the BrandZ™ Top 100 Most Valuable Chinese Brands, the library includes these titles: BrandZ™ Top 100 Most Valuable Global Brands; BrandZ™ Top 50 Most Valuable Indian Brands; BrandZ™ Top 50 Most Valuable Latin American Brands; BrandZ™ Top 50 Most Valuable Indonesian Brands; BrandZ™ Spotlight on Myanmar; and BrandZ™ Spotlight on Cuba.

You’ll also find insights about the Chinese market in these BrandZ™ reports: The Top 30 Chinese Global Brand Builders; Unmasking the Individual Chinese Investor; The Power and Potential of the Chinese Dream; The Chinese New Year in Next Growth Cities; The Chinese Golden Weeks in Fast Growth Cities; and 8 Retail Trends in China. To download these and other BrandZ™ reports, please visit www.brandz.com. For the interactive BrandZ™ mobile apps go to .

The backbone of all this intelligence remains the WPP proprietary BrandZ™, the world’s largest, customer-focused source of brand equity knowledge and insight. It is big data at its biggest, with 4.5 billion individual data points. Using the BrandZ™ brand valuation methodology of Kantar Millward Brown, a WPP company, 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 BrandZ™ 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 100,000 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.

Go to to learn more.

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