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NEWS17 January 2017

Lenovo leads Chinese BrandZ ranking

Asia Pacific News Technology Trends

UK – Personal computer and mobile technology company Lenovo has topped the first BrandZ Chinese Global Brand Builders list.

Released by WPP and Kantar Millward Brown, in collaboration with Google, the 2017 ranking is of the top 30 Chinese brands that have most successfully established themselves in overseas markets.

The ranking is calculated by Kantar Millward Brown in terms of Brand Power –the BrandZ measure of consumer predisposition to choose a particular brand – of Chinese brands outside of China across seven countries; it was supported by research using Google Surveys in September 2016.

The evaluation looks at 167 Chinese brands, the median Brand Power score of which is 85.

In the top positions, Lenovo, achieved a Brand Power score of 1,682; followed by Huawei ( 1,256 ), in the consumer electronics category and the ecommerce marketplace giant Alibaba ( 1,047 ).

Overall, consumer electronics brands represent 40% of the ranking’s total Brand Power, and dominate the Top 5 – Lenovo (no. 1 ), Huawei (no. 2 ) and Xiaomi (no. 5 ). 

David Roth, CEO EMEA & Asia, The Store WPP said: "The study shows that the movement of ideas and product leadership has expanded globally, with consumers increasingly looking to China as a potential source for the newest and most innovative products and brands."

BrandZ™ Top 10 Chinese Global Brand Builders 2017

Ranking

Brand

Category

Total Score in Brand Power

1

Lenovo

Consumer Electronics

1,682

2

Huawei

Consumer Electronics

1,256

3

Alibaba

Ecommerce

1,047

4

Elex Tech

Mobile Gaming

923

5

Xiaomi

Consumer Electronics

716

6

Air China

Airlines

709

7

Haier

Home Appliances

572

8

Anker

Consumer Electronics

501

9

Cheetah Mobile

Mobile Gaming/Internet Services

498

10

Hisense

Home Appliances

482

 

 

@RESEARCH LIVE

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