NEWS17 January 2017
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
Insight & Strategy
Impact magazine is a quarterly publication for MRS members. You can access Impact content on this website.
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 |
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
What does effective charity marketing look like? Ian Gibbs of Data Stories Consulting and the @DMA UK examines best… https://t.co/Mm3Y922gul
Gekko partners with CloudArmy on neuroscience https://t.co/H3HVoPywM8 #mrx #marketresearch
Voxco adds three tools to its insights platform https://t.co/lTsB6ACI24 #mrx #marketresearch
The world's leading job site for research and insight
Resources Group
Quantitative Research Manager – Central London or Remote – Tech, Telcos, Gaming!
£38,000–£42,000+ benefits
Spalding Goobey Associates
Associate Director/Director – CX/UX Researcher – Strategic Brand and Design Consultancy
£80 to £100,000 + Bens
Resources Group
Research Director (Quantitative Evaluation) – Education Sector Research (Charity)
c. £60,000 base plus additional skills adjustment (to £8000)
Featured company
Town/Country: London
Tel: +44 (0)20 7490 7888
Kudos Research are leading providers of premium quality UK and International Telephone Data-Collection. Specialising in hard to reach B2B and Consumer audiences, we achieve excellent response rates and provide robust, actionable, verbatim-rich data. Methodologies include CATI, . . .
Town/Country: Aylesbury
Tel: +44 (0)1296 632578
2Europe is an award-winning (Quirk's, RAR Awards), full-service market research agency which specialises in international B2B market research. We are recognised as one of the top market research agencies in the UK . . .
Related Articles
We have lots of exciting face-to-face and virtual #conferences coming up. What do you like to see on the programme?… https://t.co/sgv6pBkfJD
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments