China 500 - Brandirectory

China5002021The annual report on the most valuable and strongest Chinese brandsMay 2021

Brand Finance China 500 May 2021 3

Contents.About Brand Finance 4

Get in Touch 4

Brandirectory.com 6

Brand Finance Group 6

Foreword 10

Executive Summary 12Executive Summary 14

Regional Analysis 22

Sector Reputation Analysis 26

Brand Finance China 500 (USD m) 28

Methodology 38Definitions 40

Brand Valuation Methodology 41

Brand Strength 42

Brand Equity Research Database 43

Our Services 44Consulting Services 46

Brand Evaluation Services 47

Communications Services 48

Brand Finance Network 51

© 2021 All rights reserved. Brand Finance Plc.

4 Brand Finance China 500 May 2021 Brand Finance China 500 May 2021 5brandirectory.com/chinabrandfinance.com

About Brand Finance.Brand Finance is the world's leading brand valuation consultancy.

We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of 'bridging the gap between marketing and finance'. For 25 years, we have helped companies and organisations of all types to connect their brands to the bottom line.

We quantify the financial value of brandsWe put 5,000 of the world’s biggest brands to the test every year. Ranking brands across all sectors and countries, we publish nearly 100 reports annually.

We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research, to brand strategy and visual identity, to tax and accounting.

We pride ourselves on technical credibilityBrand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales, and the first brand valuation consultancy to join the International Valuation Standards Council.

Our experts helped craft the internationally recognised standards on Brand Valuation – ISO 10668 and Brand Evaluation – ISO 20671. Our methodology has been certified by global independent auditors – Austrian Standards – as compliant with both, and received the official approval of the Marketing Accountability Standards Board.

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A Brand Value Report provides a complete breakdown of the assumptions, data sources, and calculations used to arrive at your brand’s value.

Each report includes expert recommendations for growing brand value to drive business performance and offers a cost-effective way to gaining a better understanding of your position against competitors.

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Brand Valuation Summary Brand

Strength Tracking

Cost of Capital Analysis

Royalty Rates

Customer Research Findings

Insight

Strategy

Benchmarking

Education

Communication

Understanding

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For media enquiries, please contact:Konrad JagodzinskiCommunications Director [email protected]

For all other enquiries, please contact:[email protected]+44 207 389 9400

For more information, please visit our website:www.brandfinance.com

中国区业务及媒体咨询，请联系:陈忆登中国区总裁[email protected]地址：北京市国贸三期A座15层

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Global BrandEquity Monitor

Original market research on 2,500 brands

29 countries and 23 sectors covered

More than 50,000 respondents surveyed annually

We are now in our 5th consecutive year conducting the study

Visit brandirectory.com/consumer-research or email enquiries@brandfi nance.com

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Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance, whose purpose is to create and foster a professional environment for knowledge-sharing and networking among practitioners and experts in the market. BFI organises events, in-company training, and corporate educational initiatives around the world. In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary skills and tools, we have developed a wide range of programmes and certifications in collaboration with the most coveted business schools, universities and thought leaders in the field.

Brandirectory.comBrandirectory is the world’s largest database of current and historical brand values, providing easy access to all Brand Finance rankings, reports, whitepapers, and consumer research published since 2007.

+ Browse thousands of published brand values

+ Track brand value, strength, and rating across publications and over time

+ Use interactive charts to compare brand values across countries, sectors, and global rankings

+ Purchase and instantly unlock premium data, complete brand rankings, and research

Visit brandirectory.com to find out more.

Brand Finance Group.

Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value. Brand Dialogue has over 25 years of experience in delivering campaigns driven by research, measurement, and strategic thinking for a variety of clients, with a strong background in geographic branding, including supporting nation brands and brands with a geographical indication (GI). Brand Dialogue manages communications activities across Brand Finance Group's companies and network.

VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance, brand transition, and brand identity management. VI360 provide straightforward and practical brand management that results in tangible benefits for your business.


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Bridging the Gap.

The Brand Finance coat of arms

Brand Finance originally registered its Coat of Arms on its 10th anniversary in 2006. In 2016, we were able to apply for supporters. These are only granted to companies deemed highly reputable by the College of Arms. We have found that the usage of the Coat of Arms is helpful in our core Brand Finance business, particularly in the international market where the implied status is recognised, but also with regards to the Brand Finance Institute, Brand Finance Forums, and Brand Exchange.

All aspects of the full Brand Finance Coat of Arms have been specially created and have meaning related to our ethos and philosophy.

Chinese version

Brand Finance established its presence in China in 2017 and recognises the importance of respecting Chinese culture when building its business there. For this reason, we recently developed a version of the Brand Finance Coat of Arms in order to incorporate themes that are rooted in Chinese values. The Coat of Arms consists of three dragons and several elements that embody the core mission of Brand Finance China.

BridgeZhaozhou Bridge, meaning ‘stable economy’, is situated on the Fanhe River in Zhaoxian County and has a 1,400-year-old history.

WaterChinese ancient Fengshui has the saying "mountain supports people and water supports wealth"; the strongest relationship between the five elements of nature and fortune is water.

BridgeSymbolises the company’s mission: Bridging the gap between marketing and finance.

Diagonal lines The heraldic symbol for branding.

CirclesThe heraldic symbol for finance.

BookThe heraldic symbol for knowledge.

ColoursBlue: Strength, truth and loyalty. Gold: Understanding, respect, virtue and generosity.

DragonsThe heraldic symbol for strength and guardianship.

Original version

Individuals, organisations, and companies are keen to associate themselves with the notions of duty, service, consistency, and heritage that the Monarchy conveys. The fact that the British Monarchy is still a working institution and that the College of Arms has such close ties to it, means a grant of arms is the most relevant and direct way for British and Commonwealth brands to associate themselves with such noble characteristics. The rigorous process conducted by the heralds at the College of Arms means that only those companies deemed to have sufficient standing will be awarded arms, so the public can have confidence that the desired associations are grounded in fact. A Coat of Arms is therefore a certification of a brand’s dependability and longevity, reinforcing consumer perception and boosting brand value.

Flame & DragonThe combined imagery of flames and dragons is traditional and represents the omnipotence of the dragon. This style of dragon is used by the richest Dynasty in Chinese history, the Song Dynasty.

CirclesThe earliest coins used in China can be traced back to the First Emperor Qinshihuangdi in the Qin Dynasty. The logo of the World Heritage Committee is a Chinese Qin coin.

CloudsAuspicious cloud patterns have been circulated for more than 5,000 years and are one of the most representative cultural symbols of China.

DingDing is the highest symbol of authority and has associations of fame, reaching the pinnacle and support.

Great WallThe Great Wall symbolises a rich history of unity, high standards, overcoming difficulties and managing risk, all of which are the cornerstones of a brand and the foundation of the logo.


David Haigh CEO, Brand Finance

10 Brand Finance China 500 May 2021 Brand Finance China 500 May 2021 11

Foreword.25 years ago, on 1st April 1996, I launched Brand Finance to ‘Bridge the Gap Between Marketing and Finance’. I thought that the gap between the silos would progressively disappear as finance people learned the importance of marketing for driving growth and marketing people learned the need for financial accountability.

Progress has been made but the gap is still there and we are now working hard through our publications, rankings, forums and the Brand Finance Institute training programmes to narrow the gap.

Over the last 25 years we have lived through four major recessions: 2001, when the dotcom bubble burst; 2009, when the Great Financial Crash washed over us; 2013, when the Euro caused a meltdown in Europe and in 2020, when the Covid Pandemic brought the world to a halt.

Brand Finance has been through many ups and downs but we have survived because we have always tried to lead our growing niche market. We claim to be the World's Leading Brand Valuation Consultancy. Over the last 25 years we have innovated continuously in our market place and we have transparently shared our innovations, knowledge and techniques to help grow the market, most obviously via ISO global standards on Brand Valuation and Brand Evaluation.

Throughout the last 25 years we have always invested heavily in training and professionalising our staff, in research to bring greater insight to our work and in high profile marketing and communications. We practice what we preach to clients.

There has never been greater recognition of brands as assets and the need to manage them for value. We are poised for significant growth as CEOs and Boards wake up to the need to manage brands better.

I started Brand Finance in the spare bedroom in Teddington. We now operate from the Brand Exchange building in the heart of the City of London and in 25 cities worldwide.

Over the last 25 years, many famous brands have disappeared or declined. Many new brands have emerged. Sectors have risen and fallen. Oil and gas brands are in decline while data- and technology-driven brands are booming. America and Europe are losing out to China and Asia.

But while there may be volatility, brands have never been more important for Nations, Companies, Products and Services. With a nudge from Brand Finance even Football teams and the Monarchy now recognise that they have valuable brands.

I hope the next 25 years will be as interesting and fun as the last. I would like to thank all the clients, staff and partners who have helped Brand Finance over the last 25 years.

China’s Top 500 Brands Show Resilience as Total Brand Value Stands at Nearly $2 Trillion.

+ Banking sector dominates with 85 brands accounting for 22% of total brand value in ranking, with ICBC once again crowned China’s most valuable brand

+ Tech has most brands represented with 86 featuring. Huawei remains sector’s most valuable brand despite negotiating international sanctions

+ Chinese brands show resilience in face of international crisis – total value of top 500 remains stable – standing at US$1.94 trillion in 2021

+ Leading fight against health emergency, pharma sector sees greatest brand value increase, up staggering 123%

+ Retail and media sectors also record impressive surge as consumer habits shift online, up 54% and 33% respectively

+ Perseverance of brands in investment and infrastructure development pays off – solid performances across real estate and engineering & construction sectors

+ With 134 brands represented in Brand Finance China 500 ranking, Greater Bay Area is home to more top brands than any other region in China

+ WeChat is nation’s and world’s strongest brand with top score of 95.4 out of 100 and AAA+ brand strength rating

Executive Summary.


Executive Summary.

ICBC reigns supreme

Banking continues to be the nation’s most valuable sector by a considerable margin, with the 85 brands featuring in the Brand Finance China 500 2021 ranking accounting for 22% of the total brand value. Chinese banks have been largely impervious to the issues plaguing their counterparts elsewhere in the world, which is largely attributable to the banking sector’s role in China’s timely and effective response to COVID-19, which included regulatory policy adjustments for asset management, wealth management, and inter-banking, as well as increased investment into digitalisation.

Despite a 10% drop in brand value to US$72.8 billion, ICBC remains China’s most valuable brand. As the nation’s biggest bank, ICBC continues to fare well with consumers, regardless of the bank’s depreciating brand value due to the pandemic’s negative impact on its investment portfolio return. Nonetheless, the brand maintains a healthy lead ahead of China Construction Bank (down 5% to US$59.6 billion) and Agricultural Bank of China (down 3% to US$53.1 billion), which come in at 3rd and 9th places in the ranking, respectively.

Two further banks feature in the top 25: Bank of China (down 4% to US$48.7 billion) and China Merchants Bank (down 8% to US$21.0 billion).

Banking’s sister sector, insurance, has taken a hit over the last year, with the 14 brands in the ranking losing 13% of cumulative brand value. Ping An is still by far China’s most valuable insurance brand – and the most valuable insurance brand in the world - despite

Chinese banks have scored extremely well in Brand Finance’s Global Brand Equity Monitor research this year, ranking highly for attributes such as recommendation. This is undoubtedly an effect of China’s management of the COVID-19 pandemic, which has allowed its economy to continue functioning relatively unscathed, allowing space for banks to grow further.

David HaighCEO, Brand Finance

Executive Summary.

Top 25 Most Valuable Brands

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$72,788m

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$67,902m

72 3

-4.7%

$59,649m

42 4 102

$56,432m

+28.0%

5 31

$55,396m

-14.9%

6

-3.1%

$55,203m

51 7

-20.9%

$54,579m

21 8

+44.2%

$53,335m

132 9 61

$53,134m

-2.8%

10 152

$49,179m

+60.4%

11

-3.8%

$48,689m

81 12

+15.3%

$45,333m

111 13

+108.1%

$39,156m

222 14 91

$37,559m-23.4%

15 121

$31,415m-17.4%

16

+22.4%

$30,383m

172 17

-21.1%

$26,398m

141 18

+23.5%

$25,768m

192 19 312

$23,539m+81.9%

20 161

$22,578m-11.3%

21

-8.0%

$21,044m

181 22

-1.8%

$20,189m

201 23

+13.8%

$19,490m

242 24NEW

$18,748m-

25 332

$17,049m+38.9%

CHINA MERCHANTS BANK



recording a 21% drop in brand value to US$54.6 billion. CPIC has bucked the sector trend and is the only large insurance brand to record an increase, up 10% to cross the US$15 billion mark.

86 tech brands feature

A total of 86 tech brands feature in the Brand Finance China 500 2021 ranking, more than any other sector. Huawei is the highest ranked tech brand in 5th spot with a brand value of US$55.4 billion, however the brand has dropped two places this year following a 15% brand value loss. The tech giant’s sales have taken a monumental hit as the brand negotiates US and UK sanctions on both its consumer business – namely smartphones – as well as its 5G network. The brand will hope, however, that growing and strong sales on home soil will begin to offset these losses over time.

Among the tech brands that made the top 100 in the ranking last year, BOE has recorded the greatest jump in positions, climbing an impressive 20 spots to 80th and increasing its brand value by 31% to US$4.4 billion. GoerTek is the fastest growing tech brand this year, its brand value up 93% to US$3.5 billion and has entered the top 100 for the first time.

Chinese brands rise to COVID-19 challenge

Chinese brands have played a vital role in the combat of the Coronavirus pandemic and have showcased incredible resilience to the challenges presented to them over the previous year. The total value of China’s top 500 most valuable brands has remained stable, standing at US$1.94 trillion in 2021, while brands across the pharma, retail, and media sectors have performed particularly well, recording high brand value increases. Brands across the pharma, retail, and media sectors have performed particularly well, recording the highest brand value increases.

Pharma jumps 123%

The pharma sector has recorded the greatest cumulative brand value growth in the ranking, up a staggering of 123% year-on-year, with the sector’s brands at the forefront of the nation’s successful response to the health emergency. This impressive jump has been bolstered by solid performances across

the board, as well as from the eight new brands that have entered the ranking this year, with Huadong Medicine (brand value US$451 million) the highest new entrant in 360th spot.

Leading the way as the sector’s most valuable brand is Sinopharm, which has recorded a 58% brand value increase to US$3.2 billion, simultaneously jumping 35 spots to 108th position. Sinopharm is making major strides in the global race to produce COVID-19 vaccinations and has since developed a vaccine with a high efficacy rate, which has already been distributed to millions worldwide.

Guangzhou Pharmaceuticals Corporation (up 74% to US$1.5 billion) and SPH (up 50% to US$1.4 billion) are the second and third most valuable pharma brands, respectively.

Changing purchasing habits propel growth across retail

The retail sector – and more specifically e-commerce – is one of the few sectors that has truly benefitted from the pandemic, with brands experiencing an unprecedented surge in demand as consumers turned online following store closures. Over Q2 and Q3 of 2020, e-commerce platforms experienced the highest revenue growth since 2016. Retail is the second most valuable sector - with 17 brands featuring and accounting for 10% of the total brand value - and also the second fastest growing sector, recording a cumulative brand value growth of 54%.

The nation’s top four e-commerce brands – Taobao, Tmall, Alibaba.com and JD.com – have all seen significant brand value growth. Taobao (brand value US$53.3 billion) and Tmall (brand value US$49.2 billion) have entered the top 10 for the first time following 44% and 60% brand value increases, respectively.

Alibaba.com is the second fastest growing retail brand, and 5th fastest in the overall ranking, its brand value boosted by an eyewatering 108% to US$39.2 billion, simultaneously jumping from 22nd to 13th - a result of a huge spike in demand.

Executive Summary. Executive Summary.

Brand Value Change 2020-2021 (%)

147.5%-56.0%

119.7%-54.0%

112.7%-53.9%

111.7%-49.1%

108.1%-45.8%

106.2%-45.7%

96.2%-45.7%

93.2%-44.8%

84.6%-44.1%

81.9%-43.1%




The story is similar for JD.com, which has enjoyed an 82% brand value increase to US$23.5 billion, following a 30% rise in its annual shopper count – its fastest pace in two years.

Pinduoduo is the nation’s fastest growing brand, up 148% to US$6.3 billion and jumping 60 places in the ranking to 63rd. Founded only six years ago, the brand’s business model of a discount retailer based online has proved the recipe for success and it now boasts an incredible 720 million monthly active users.

Media sector surges 33% as life turns online

COVID-19 has changed the way in which people consume media, with social life being forced online – a shift that has provided a considerable boost to the nation’s home-grown digital platforms. Media is the third most valuable sector in China, with the 35 brands in the ranking accounting for 10% of the total brand value. Total brand value for the sector has grown an impressive 33% year-on-year.

In addition to measuring overall brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. According to these criteria, WeChat is China’s strongest brand – and the world’s strongest brand according to the Brand Finance Global 500 2021 ranking - with a Brand Strength Index (BSI) score of 95.4 out of 100 and corresponding elite AAA+ brand strength rating.

Alongside revenue forecasts, brand strength is a crucial driver of brand value. As WeChat’s brand strength grew, its brand value also enjoyed a rapid boost, increasing by 25% to US$67.9 billion and jumping 5 spots to claim second place.

As one of China’s home-grown tech successes with very strong equity, WeChat enjoyed high scores in reputation and consideration among Chinese consumers, according to Brand Finance’s Global Brand Equity Monitor. WeChat has successfully implemented a broad and all-encompassing proposition, that offers services from messaging and banking, to taxi services and online shopping ©

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Top 10 Strongest Brands

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88.7 AAA82.8 AAA-

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88.5 AAA77.2 AA+

+11.3

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88.1 AAA89.9 AAA+

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62021:2020:

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87.0 AAA84.3 AAA-

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16

85.9 AAA83.8 AAA-

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82021:2020:

14

85.8 AAA83.9 AAA-

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53

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– the all-in-one app has become essential to many users’ daily lives.

During the pandemic, WeChat ran several government-mandated health code apps to keep track of those travelling or in quarantine, providing access to real-time data on COVID-19, online consultations, and self-diagnosis services powered by artificial intelligence to over 300 million users.

A beacon of innovation, WeChat has demonstrated the importance of the continuous strive for technological advancement, particularly in the face of adversity. The brand has performed extremely well this year, and it will be instrumental for WeChat to keep up this momentum to achieve similar successes in the years ahead.David HaighCEO, Brand Finance

Tencent is the second most valuable media brand and fourth in the overall ranking, just missing out on a podium spot, recording a 28% brand value increase to US$56.4 billion and climbing 6 spots.

A video sharing app that enjoyed a colossal boost in popularity during the pandemic, TikTok/ Douyin (brand value US$18.7 billion), has taken the ranking by storm as the highest new entrant in 24th spot. TikTok/ Douyin focuses on optimising the content you see, as opposed to other social networks that are simply built on relationships between people who know each other. The app gives preference to material that corresponds to the hottest topics, meaning consumers - to achieve more engagement - are likely to build content that aligns with those trends. This in turn encourages advertisers to join the app to promote their products.




Brand Value by Sector

Sector% of total

Brand Value 2021 (USD bn)

Brand Value 2020 (USD bn)

Number of Brands 2021

Number of Brands 2020

● Banking 22.3% 431.8 429.6 85 79

● Retail 10.4% 200.9 130.6 17 17

● Media 10.1% 196.2 147.0 35 34

● Tech 9.4% 181.7 190.2 86 88

● Real Estate 8.7% 168.8 157.5 34 35

● Insurance 7.3% 142.2 162.5 14 12

● Engineering & Construction

5.6% 108.2 93.1 14 13

● Spirits 4.8% 92.4 79.1 9 9

● Telecoms 3.5% 68.3 87.9 13 13

● Oil & Gas 3.5% 68.1 82.4 7 7

● Utilities 3.5% 67.0 69.7 8 8

● Other 31.8% 616.8 232.1 229 185

Total 100.0% 1,938.3 1,861.8 500 500

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Other gaming and video sharing apps have also seen some of the biggest increases in brand value this year, including Bilibili (up 106% to US$1.9 billion) and 37 Games (up 85% to US$1.4 billion).

Focus on investment and infrastructure development pays off

Despite the global pandemic turmoil, Chinese brands have shown no signs of slowing down with regards to deferred investment and infrastructure development, which has in turn supported brand value and sector growth.

Utilities giant State Grid (down 3% to US$55.2 billion) has retained its position as the most valuable utilities brand in the world, as well as 6th most valuable Chinese brand. Spanning 26 provinces and supplying power to over 1.1 billion people, equating to a staggering 88% of the population, State Grid is the world’s largest public utility brand. The brand also operates overseas in the Philippines, Brazil, Portugal, Australia, and Italy. The brand is continuing to expand its global footprint, particularly in the Latin America region, having announced the purchase of Chilean companies Chilquinta and CGE last year.

Following President Xi Jinping’s bold pledge to make China carbon neutral by 2060, State Grid has outlined its plan to support the nation’s clean energy drive through the development of new infrastructure - including wind, solar, and

hydro power - as well as the promotion of electric energy to replace coal and fossil fuels.

Real estate brands have also been recording solid results this year, with the sector’s cumulative brand value up 7%. Sector leader Evergrande has recorded a slight 2% dip in brand value to US$20.2 billion, however. Financial challenges amidst tightening borrowing limits as the country’s regulators move to minimise risk across the sector could in part explain the brand’s slight drop in value this year. Additionally, the brand’s US$23 billion investment into the electronic vehicle market – with the aim of becoming the world’s largest NEV company – rendered mixed results, with the electric car maker yet to sell a single car under its own brand. Still, with over 870 projects across more than 280 cities in China, Evergrande continues to dominate the real estate space, with considerable market share and thus solid revenues.

The story is similar for engineering & construction brands which have grown by 16% cumulatively. CRECG (up 32% to US$14.9 billion), CRCC (up 31% to US$15.9 billion), CSCEC (up 22% to US$30.4 billion) and CNBM (up 22% to US$7.1 billion) are the standout brands across the sector recording the greatest brand value growths. CNBM is widely established in overseas markets including in the Middle East, Africa, South America, and Asia, and is striving towards expanding this footprint further especially across the African continent.



Regional Analysis.

Greater Bay Area: a hub for brands

Beijing, Guangdong, Zhejiang, Shanghai, and Hong Kong remain the top five provinces for brand value, accounting for 83% of total brand value in the Brand Finance China 500 2021 ranking. Beijing remains in a league of its own, however, with its 94 brands reaching a cumulative brand value of US$781.1 billion, equating to a staggering 40% of total brand value in the ranking.

Greater Bay Area (including Guangdong, Hong Kong, and Macau), with the vibrant city of Shenzhen at its heart, is known for tech innovation and its high business culture. With a total brand value of US$542.7 billion GBA accounts for 28% of total brand value in the ranking – second only to Beijing, but the three provinces are home to 134 brands out of China’s top 500 – which is 40 more than in Beijing’s brand cohort.

Zhejiang: the e-commerce province

33 brands in the ranking hail from Zhejiang and this year they have celebrated a cumulative brand value growth of 48%, faster than any other province, reaching a total of US$178.3 billion. The e-commerce heartland

and foreign trade hub has been a direct beneficiary of the boom in online purchasing. According to the province's department of commerce, the export value of retail sales through cross-border e-commerce in the province was up 29% year-on-year at the end of 2020.

The province was the first in China to create cross-border e-commerce pilot zones and the State Council has recently approved a further 46 cities and regions across the nation to join forces to improve e-commerce enterprises and infrastructure. E-commerce giants, Taobao, Tmall, and Alibaba.com all hail from Zhejiang.

Alcohol & food brands are local champions

Alcohol and food brands are the local champions across the regions, often ranking as the most valuable brands.

Guizhou’s Baijiu brand Moutai (up 15% to US$45.3 billion) is the highest ranked alcohol brand in the top 500, in 12th position, and is by far the province’s most valuable brand. Moutai’s revenues have suffered recently with sales reaching a five-year low, as the

Regional Analysis.

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22.1%

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5.9%

5.2%

3.8%

2.4%

2.0%

1.4%

1.3%

1.2%

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Total Brand Value and Number of Brands by Province

● Combined BV by Province ● Number of Brands by Province

Total Number of Brands 500

Total Brand Value $ 1,938.3 bn

15 brands

82 brands

14 brands

17 brands

6 brands

4 brands

65 brands

51 brands

47 brands

33 brands

72 brands

94 brands

0 $1000 bn$750 bn$500 bn$250 bn

Beijing

Guangdong

Zhejiang

Shanghai

Hong Kong

Taiwan

Guizhou

Sichuan

Jiangsu

Fujian

Shandong

Other



Regional Analysis.Regional Analysis.

brand grapples with the sharp decline in consumer spending, as a result of the pandemic. The brand has been working towards increasing its direct sales channels, however, so that it can control prices more effectively as well as expanding it production capacity.

Fellow Baijiu brand Wuliangye is Sichuan’s most valuable brand and ranks in 18th place in the overall ranking, climbing one spot from last year, following a 24% brand value increase to US$25.8 billion. Wuliangye has thrived since optimising its product structure, streamlining the business by demerging many sub brands, and focusing on the high-end spirits market.

The third most valuable spirits brand, Yanghe, is Jiangsu’s most valuable brand. Sitting in 56th in the overall ranking, the Baijiu brand has dropped 8% in brand value to US$7.1 billion – one of only two spirits brands to lose value this year.

Beer brand Harbin is Heilongjiang’s most valuable brand, despite recording a 46% brand value decrease to US$2.2 billion. This drop in brand value is mirrored across the ranking, with all six beer brands that featured last year dropping in brand value. The rise in popularity of beer across the nation, paired with the burgeoning middle class and growing urbanisation, should hopefully result in an uptick in brand values across the board, as purchasing power begins to return to normal post-pandemic.

Dairy giant Yili is Inner Mongolia’s most valuable brand, recording an 11% brand value increase to US$9.6 billion, and simultaneously jumping 2 spots in the ranking to 44th. The brand was quick to respond and adapt to the COVID-19 turmoil, implementing alternative retail models, including through online retailers, as well as offering home delivery. Furthermore, Yili provided donations and extra support to its partners right across the supply chain.

Shineway is Henan’s most valuable brand, with a brand value of US$1.2 billion, and ranks 205th in the overall ranking. As China’s largest pork producer, Shineway has been attempting to rebuild the herd across the nation, since the destructive African swine fever caused devastation to farms across the country in 2018 and 2019. This, paired with the sharp increases in pig prices due to limited supplies, has resulted in Shineway’s 16% brand value drop.

1

43

25

Top 5 Provinces by Brand Value

The most valuable brand in the region

The fastest growing brand in the region

The strongest brand in the region

Beijing

$781.1 bn

Shanghai

$114.8 bn

Zhejiang

$178.3 bn

Guangdong

$429.3 bn

Hong Kong$101.3 bn



Benchmarking against the very best

Brand Finance’s brand evaluations are designed to facilitate broader comparisons with brands across markets, and both within and across industries. This provides a more rounded assessment of brand strength, with benchmarking against the very best.

This perspective is particularly important as brand categories converge, with new technologies enabling disruption and brands seeking tactical entry into neighbouring categories. Brands with a strong reputation also have licensing opportunities in new sectors.

This year’s global sector reputation rankings from our B2C research included a significantly larger number of product categories, with scores for over 2,500 brands.

FMCG brands have outstanding reputations globally

Major food, beverage and cosmetics brands have some of the highest reputations globally, on average, a reminder of the enduring value of a strong brand – some of the top performers are over a century old. The positive reputations of global giants such as Johnson’s, Dove, Danone, and (in some markets) Nestlé have been nurtured and refreshed over long periods.

In China, the spirits, beer, and cosmetics sectors feature in the top 5 in the average reputation score rankings, with brands such as Moutai, Wuliangye, Tsingtao, and Estée Lauder in the top 25 of the 400 brands rated. However, in food, scores are more mixed, with only Yili in the top 50 and other dairy brands in particular struggling somewhat to enjoy universal trust.

Some tech admired, but not universally

The overall ranking of the tech sector in China is relatively low – 16th overall. While some local tech giants (Huawei, WeChat, Alibaba) enjoy very strong reputations none of the Western tech brands are trusted to the same degree, whether software/app or hardware/devices. Merely being a local brand does not guarantee a strong reputation, however – ZTE, Lenovo are rare examples of tech brands occupying the bottom 10 places in reputation rankings.

Sector Reputation Analysis.Sectors Ranked by Reputation

F

r

o

z

l

M

h

A

1=

1=

3

4=

4=

6=

6=

8=

8=

Spirits

Cosmetics

Food

Appliances

Hotels

Retail

Apparel

Beers

Oil & Gas

Pharma

N/A

7.6/10

7.6/10

7.5/10

7.4/10

7.4/10

7.3/10

7.3/10

7.2/10

7.2/10

dD

C

G

f

L

N

w

t

gH

8=

8=

12=

12=

12=

15

16

17

18

19=

19=

Restaurants

Supermarkets

Automobiles

Logistics

Tech

Real Estate

Airlines

Insurance

Utilities

Banking

Telecoms

7.2/10

7.2/10

7.1/10

7.1/10

7.1/10

6.9/10

6.8/10

6.6/10

6.5/10

6.3/10

6.3/10

bB

Premium auto held in high regard

Automotive is another sector where Chinese consumers appear to be less enamoured with brands. (A ranking of 18th). While the reputation of premium brands is positive, as is the case globally, mass brands are much less so. Compared to international competitors, Chinese auto brands still need to improve brand reputation.

Banks and insurance brands struggle to improve their standing

Banking and insurance brands again rank lowest of sectors in the China for reputation and trust, as is the case in most markets for banks, and in many for insurance.

While a number of Chinese bank brands are hugely valuable, this is despite their reputations rather than because of them. ICBC and Bank of China are the most trusted of the large banks, but their reputation scores are only slightly above the national average, while HSBC obtained the lowest score of all brands in China. The pattern for insurance is similar, with only China Life obtaining an above-average reputation score.

Sector Reputation Analysis.

(Asked in China only)



Brand Finance China 500 (USD m).Top 500 most valuable Chinese brands 1-50

Brand Finance China 500 (USD m).

Top 500 most valuable Chinese brands 51-100

2021 Rank

2020 Rank Brand Sector Province

2021 Brand Value

Brand Value Change

2020 Brand Value

2021 Brand Rating

2020 Brand Rating

1 1 0 ICBC Banking Beijing $72,788 -9.9% $80,791 AAA AAA

2 7 2 WeChat Media Guangdong $67,902 +25.4% $54,146 AAA+ AAA+

3 4 2 China Construction Bank Banking Beijing $59,649 -4.7% $62,602 AAA AAA-

4 10 2 Tencent Media Guangdong $56,432 +28.0% $44,091 AAA AAA+

5 3 1 Huawei Tech Guangdong $55,396 -14.9% $65,084 AAA AAA-

6 5 1 State Grid Utilities Beijing $55,203 -3.1% $56,965 AAA- AAA-

7 2 1 Ping An Insurance Guangdong $54,579 -20.9% $69,041 AAA- AAA-

8 13 2 Taobao Retail Zhejiang $53,335 +44.2% $36,986 AAA AAA-

9 6 1 Agricultural Bank Of China Banking Beijing $53,134 -2.8% $54,658 AAA- AAA-

10 15 2 Tmall Retail Zhejiang $49,179 +60.4% $30,652 AAA AAA-

11 8 1 Bank of China Banking Beijing $48,689 -3.8% $50,630 AAA AAA-

12 11 1 Moutai Spirits Guizhou $45,333 +15.3% $39,332 AAA AAA

13 22 2 Alibaba.com Retail Zhejiang $39,156 +108.1% $18,819 AAA AA+

14 9 1 China Mobile Telecoms Beijing $37,559 -23.4% $49,023 AAA- AAA

15 12 1 PetroChina Oil & Gas Beijing $31,415 -17.4% $38,028 AA+ AAA-

16 17 2 CSCEC Engineering & Construction Beijing $30,383 +22.4% $24,820 AA AA-

17 14 1 Sinopec Oil & Gas Beijing $26,398 -21.1% $33,437 AA+ AAA-

18 19 2 Wuliangye Spirits Sichuan $25,768 +23.5% $20,872 AAA AAA-

19 31 2 JD.com Retail Beijing $23,539 +81.9% $12,938 AAA AAA-

20 16 1 China Life Insurance Beijing $22,578 -11.3% $25,466 AAA- AAA-

21 18 1 China Merchants Bank Banking Guangdong $21,044 -8.0% $22,884 AA+ AA+

22 20 1 Evergrande Real Estate Guangdong $20,189 -1.8% $20,552 AA+ AA

23 24 2 Country Garden Real Estate Guangdong $19,490 +13.8% $17,133 AA AA-

24 - 3 TikTok/Douyin Media Beijing $18,748 - - AA -

25 33 2 Vanke Real Estate Guangdong $17,049 +38.9% $12,276 AA- A+

26 34 2 CRCC Engineering & Construction Beijing $15,911 +30.5% $12,196 AA- AA-

27 25 1 Bank of Communications Banking Shanghai $15,683 +3.4% $15,164 AA+ AA

28 26 1 CPIC Insurance Shanghai $15,389 +9.6% $14,047 AA+ AA+

29 27 1 Shanghai Pudong Development Bank Banking Shanghai $15,053 +7.9% $13,947 AAA- AA

30 36 2 CRECG Engineering & Construction Beijing $14,902 +31.8% $11,306 AA- A+

31 29 1 China CITIC Bank Banking Beijing $14,500 +10.2% $13,159 AA+ AA

32 23 1 AIA Insurance Hong Kong $14,130 -22.3% $18,191 AA+ AAA-

33 30 1 NetEase Media Guangdong $13,896 +6.7% $13,026 AA+ AA

34 28 1 Postal Savings Bank Banking Beijing $13,593 -0.1% $13,611 AA+ AA

35 21 1 China Telecom Telecoms Beijing $13,322 -33.6% $20,059 AAA- AAA-

36 40 2 China Minsheng Bank Banking Beijing $12,490 +29.3% $9,662 AA AA-

37 47 2 TSMC Tech Taiwan $12,298 +43.0% $8,599 AAA- AA+

38 38 0 Industrial Bank Banking Fujian $12,131 +15.9% $10,466 AA A+

39 35 1 Greenland Real Estate Shanghai $11,256 -1.8% $11,465 A+ A-

40 43 2 Longfor Properties Real Estate Beijing $11,186 +20.8% $9,257 AA AA-

41 39 1 China Everbright Bank Banking Beijing $10,325 +6.6% $9,689 AA AA

42 32 1 Midea Tech Guangdong $9,742 -21.2% $12,360 AA AAA-

43 48 2 China Resources Land Real Estate Hong Kong $9,697 +14.0% $8,505 AA A+

44 46 2 Yili Food Neimenggu $9,591 +11.0% $8,644 AAA- AAA-

45 60 2 Xiaomi Tech Beijing $9,368 +44.4% $6,489 AAA AAA-

46 52 2 China Overseas Land & Invest Real Estate Hong Kong $9,293 +21.7% $7,634 AA- A

47 44 1 Poly Real Estate Real Estate Guangdong $9,078 -0.1% $9,089 AA- A+

48 37 1 PICC Insurance Beijing $8,803 -19.8% $10,980 AA+ AA+

49 41 1 Gree Tech Guangdong $8,624 -10.0% $9,577 AA+ AAA-

50 49 1 Power China Engineering & Construction Beijing $8,317 +7.8% $7,715 AA- AA-

2021 Rank


2021 Brand Value

Brand Value Change

2020 Brand Value

2021 Brand Rating

2020 Brand Rating

51 42 1 China Unicom Telecoms Beijing $7,937 -15.1% $9,353 AA+ AA+

52 50 1 Haier Tech Shandong $7,816 +1.5% $7,699 AA AA+

53 45 1 Baidu Media Beijing $7,781 -13.0% $8,939 AAA- AAA-

54 53 1 Sunac Real Estate Tianjin $7,516 +0.3% $7,494 AA- A+

55 76 2 Meituan Retail Beijing $7,157 +62.3% $4,410 AA A

56 51 1 Yanghe Spirits Jiangsu $7,088 -7.5% $7,666 AAA- AA

57 61 2 CNBM Engineering & Construction Beijing $7,086 +21.9% $5,814 AA- A+

58 75 2 SF Express Logistics Guangdong $7,035 +54.4% $4,555 AA+ AA

59 65 2 Luzhou Laojiao Spirits Sichuan $7,032 +25.0% $5,625 AAA AA+

60 54 1 CNOOC Oil & Gas Beijing $6,778 -7.1% $7,292 AA+ AA

61 56 1 CRRC Engineering & Construction Beijing $6,758 -6.2% $7,205 AA AA-

62 63 2 MCC Engineering & Construction Beijing $6,321 +10.0% $5,748 A+ A+

63 123 2 Pinduoduo Retail Shanghai $6,282 +147.5% $2,538 A- A-

64 59 1 Youku Media Beijing $6,246 -5.5% $6,607 AAA- AAA-

65 66 2 Fubon Financial Insurance Taiwan $6,131 +11.6% $5,495 AA- A+

66 57 1 Hikvision Tech Zhejiang $6,117 -11.1% $6,881 AAA- AAA-

67 55 1 China Post Logistics Beijing $5,454 -24.5% $7,224 A A+

68 70 2 CFLD Real Estate Beijing $5,411 +9.2% $4,953 AA- A+

69 58 1 Suning Retail Jiangsu $5,355 -22.0% $6,865 AA AA

70 67 1 Lenovo Tech Beijing $5,321 -1.4% $5,398 AA AA-

71 69 1 CCCC Engineering & Construction Beijing $5,317 +3.3% $5,150 AA- AA-

72 62 1 Chow Tai Fook Apparel Hong Kong $5,298 -8.0% $5,760 AA AA

73 87 2 Hua Xia Bank Banking Beijing $5,054 +24.7% $4,054 AA A+

74 68 1 Mengniu Food Neimenggu $4,788 -9.9% $5,316 AA+ AA+

75 92 2 Conch Engineering & Construction Anhui $4,571 +18.0% $3,873 AA- A+

76 86 2 Cathay Life Insurance Insurance Taiwan $4,533 +10.7% $4,094 AA- AA+

77 71 1 Geely Automobiles Zhejiang $4,530 -6.2% $4,828 AA AA-

78 73 1 Haidilao Restaurants Sichuan $4,523 -3.9% $4,704 AAA- AAA-

79 83 2 New China Life (NCL) Insurance Beijing $4,483 +8.7% $4,126 AA- A+

80 100 2 BOE Tech Beijing $4,415 +31.0% $3,370 AA- A+

81 80 1 Yonghui Superstores Retail Fujian $4,253 +0.3% $4,240 AA AA-

82 97 2 China Re Insurance Beijing $4,240 +16.0% $3,654 AA A+

83 81 1 China Taiping Insurance Hong Kong $4,226 +1.4% $4,166 AA AA-

84 74 1 Anta Apparel Fujian $4,225 -9.6% $4,672 AA+ AA+

85 90 2 Logan Real Estate Hong Kong $4,219 +7.2% $3,937 AA- A

86 103 2 Gujing Gong Jiu Spirits Anhui $4,048 +22.2% $3,312 AA+ AA

87 91 2 Bank of Beijing Banking Beijing $4,042 +3.4% $3,911 AA AA-

88 101 2 Haval Automobiles Hebei $3,919 +16.8% $3,357 AA+ AA-

89 84 1 SAIC Motor Automobiles Shanghai $3,908 -5.0% $4,115 AA- AA-

90 129 2 Bank of Ningbo Banking Zhejiang $3,855 +63.3% $2,361 AA- AA-

91 78 1 ZTE Tech Guangdong $3,846 -11.7% $4,357 AA AA-

92 95 2 R&F Real Estate Guangdong $3,796 +1.0% $3,759 AA- A+

93 - 3 Toutiao Media Beijing $3,773 - - A -

94 89 1 Haitian Food Guangdong $3,722 -5.5% $3,938 AA- AA

95 98 2 Bank of Shanghai Banking Shanghai $3,681 +7.0% $3,441 AA+ AA

96 93 1 Chunghwa Telecoms Taiwan $3,597 -6.2% $3,833 AA AA

97 79 1 Sun Hung Kai Properties Real Estate Hong Kong $3,583 -16.4% $4,287 AA AA

98 64 1 ctrip.com Tech Shanghai $3,496 -38.3% $5,670 AA AA

99 155 2 GoerTek Tech Shandong $3,479 +93.2% $1,801 A+ A+

100 82 1 Snow Beers Beijing $3,445 -16.7% $4,137 AAA- AA+




Brand Finance China 500 (USD m). Brand Finance China 500 (USD m).


2021 Rank


2021 Brand Value

Brand Value Change

2020 Brand Value

2021 Brand Rating

2020 Brand Rating

101 107 2 Bank of Jiangsu Banking Jiangsu

102 - 3 China Guangfa Bank Banking Guangdong

103 111 2 China Merchants Shekou Real Estate Guangdong

104 72 1 Dalian Wanda Commercial Properties Real Estate Shandong

105 145 2 Techtronic Industries Tech Hong Kong

106 121 2 Shimao Property Real Estate Hong Kong

107 108 2 BYD Automobiles Guangdong

108 143 2 Sinopharm Pharma Beijing

109 113 2 MTR Logistics Hong Kong

110 130 2 CITIC Securities Banking Guangdong

111 116 2 PECHOIN Cosmetics & Personal Care Shanghai

112 114 2 Galaxy Macau Gambling Macau

113 125 2 New World Development Real Estate Hong Kong

114 94 1 China Cinda Banking Beijing

115 110 1 CGN Utilities Guangdong

116 77 1 Air China Airlines Beijing

117 96 1 China International Travel Leisure & Tourism Beijing

118 120 2 CK Real Estate Hong Kong

119 124 2 iQiyi Media Beijing

120 102 1 China Grand Auto Retail Liaoning

121 140 2 China Zheshang Bank Banking Zhejiang

122 99 1 Hang Seng Bank Banking Hong Kong

123 88 1 China Southern Airlines Guangdong

124 128 2 Haitong Securities Banking Hong Kong

125 104 1 CGGC Engineering & Construction Hubei

126 109 1 Uni-President Food Taiwan

127 115 1 GD Power Development Utilities Beijing

128 131 2 New Oriental Commercial Services Beijing

129 117 1 Joy City Real Estate Beijing

130 136 2 Bank of Nanjing Banking Jiangsu

131 122 1 58.com Retail Beijing

132 144 2 Agile Property Real Estate Guangdong

133 105 1 Master Kong Food Tianjin

134 153 2 Jinmao Real Estate Hong Kong

135 162 2 Mediatek Tech Taiwan

136 134 1 Baowu Mining, Iron & Steel Shanghai

137 85 1 Harbin Beers Heilongjiang

138 154 2 Yunda Express Logistics Shanghai

139 119 1 CITIC Pacific Mining Mining, Iron & Steel Hong Kong

140 137 1 Quanta Computer Tech Taiwan

141 173 2 Lufax Tech Shanghai

142 106 1 China Eastern Airlines Shanghai

143 132 1 The Venetian Macao Gambling Macau

144 161 2 Guotai Junan Securities Banking Shanghai

145 158 2 Huafa Real Estate Guangdong

146 133 1 CNNC Engineering & Construction Beijing

147 185 2 VIP.com Retail Guangdong

148 118 1 China Shenhua Mining, Iron & Steel Beijing

149 187 2 Greentown Real Estate Zhejiang

150 127 1 Shangri-La Hotels Hong Kong

2021 Rank


2021 Brand Value

Brand Value Change

2020 Brand Value

2021 Brand Rating

2020 Brand Rating

151 126 1 Want Want Food Taiwan

152 172 2 Taiwan Mobile Telecoms Taiwan

153 249 2 Bilibili Media Shanghai

154 152 1 Chint Tech Zhejiang

155 165 2 Lao Feng Xiang Apparel Shanghai

156 196 2 China Bohai Bank Banking Tianjin

157 151 1 Datang Power Utilities Beijing

158 142 1 BBMG Engineering & Construction Beijing

159 163 2 TIMES CHINA Real Estate Guangdong

160 166 2 Sino-Ocean Real Estate Beijing

161 167 2 Chongqing Rural Banking Chongqing

162 139 1 ENN Utilities Hebei

163 160 1 CHINA TOWER Engineering & Construction Beijing

164 159 1 Huishang Bank Banking Anhui

165 164 1 Delta Electronics Tech Taiwan

166 192 2 Zto Express Logistics Shanghai

167 174 2 HKEX Stock Exchanges Hong Kong

168 247 2 Huya Media Guangdong

169 149 1 Tsingtao Beers Shandong

170 157 1 Sands China Gambling Macau

171 182 2 Rongsheng Petrochemical Chemicals Zhejiang

172 189 2 YY Live Media Guangdong

173 171 1 HKT Telecoms Hong Kong

174 178 2 HOTAI MOTOR Retail Taiwan

175 150 1 Aisino Tech Beijing

176 225 2 Bosideng Apparel Jiangsu

177 135 1 Weibo Media Beijing

178 156 1 Wheelock Real Estate Hong Kong

179 224 2 NIO Automobiles Shanghai

180 138 1 illuma Food Hong Kong

181 268 2 Guangzhou Pharmaceuticals Corporation Pharma Guangdong

182 180 1 JAC Motors Automobiles Anhui

183 168 1 Kunlun Energy Oil & Gas Hong Kong

184 147 1 Pou Chen Apparel Taiwan

185 148 1 Sinotrans Logistics Beijing

186 212 2 Huatai Securities Banking Jiangsu

187 186 1 Cainiao Logistics Zhejiang

188 201 2 CTBC Bank Banking Taiwan

189 222 2 Bank of Hangzhou Banking Zhejiang

190 250 2 SPH Pharma Shanghai

191 176 1 SJM Gambling Macau

192 287 2 37 Games Media Anhui

193 213 2 Wpg Tech Taiwan

194 177 1 Shenzhou International Apparel Zhejiang

195 183 1 Roewe Automobiles Shanghai

196 200 2 Guangzhou Rural Commercial Bank Banking Guangdong

197 141 1 Taiwan Life Insurance Taiwan

198 218 2 Supor Tech Zhejiang

199 197 1 SHENZEN OVERSEA Chinese Town Leisure & Tourism Guangdong

200 239 2 GF Securities Banking Guangdong






2021 Rank


2021 Brand Value

Brand Value Change

2020 Brand Value

2021 Brand Rating

2020 Brand Rating

201 226 2 Bright Dairy Food Shanghai

202 181 1 COSCO Logistics Beijing

203 257 2 Great Wall Automobiles Hebei

204 146 1 Happy Valley Leisure & Tourism Guangdong

205 175 1 Shineway Food Henan

206 234 2 Xinjiang Zhongtai Chemical Chemicals Xinjiang

207 169 1 Swire Pacific Commercial Services Hong Kong

208 248 2 Lens Technology Tech Hunan

209 258 2 Li Ning Apparel Beijing

210 281 2 SHENWAN HONGYUAN Banking Shanghai

211 188 1 Eternal Asia Commercial Services Guangdong

212 184 1 Changyu Champagne & Wine Shandong

213 170 1 Gemdale Real Estate Guangdong

214 194 1 Foton Automobiles Beijing

215 272 2 ASUS Tech Taiwan

216 205 1 Space 7 Household Products Fujian

217 193 1 TBEA Tech Xinjiang

218 219 2 Pegatron Tech Taiwan

219 236 2 China Yangtze Power Utilities Beijing

220 238 2 CICC Banking Beijing

221 237 2 WH Group Food Hong Kong

222 229 2 STO Express Logistics Shanghai

223 209 1 Rejoice Cosmetics & Personal Care Guangdong

224 198 1 E.SUN Bank Banking Taiwan

225 306 2 Chimei Innolux Tech Taiwan

226 261 2 Dianping Media Shanghai

227 190 1 Henderson Land Real Estate Hong Kong

228 202 1 FPCC Oil & Gas Taiwan

229 254 2 Sinotruk Automobiles Shandong

230 262 2 Baojun Automobiles Shanghai

231 230 1 The Parisian Macao Gambling Macau

232 286 2 Yingjia Spirits Anhui

233 206 1 Wanda Cinemas Leisure & Tourism Shandong

234 290 2 UMC Tech Taiwan

235 242 2 Shanghai Rural Commercial Bank Banking Shanghai

236 217 1 Hengtong Tech Jiangsu

237 259 2 China South Publishing Media Hunan

238 199 1 Nan Shan Life insurance Insurance Taiwan

239 228 1 Bank of Chengdu Banking Sichuan

240 276 2 China Merchants Securities Banking Guangdong

241 216 1 Bank Of Changsha Banking Hunan

242 215 1 Hainan Airlines Airlines Hainan

243 235 1 City of Dreams Gambling Macau

244 179 1 Momo Media Beijing

245 214 1 Heilan Home Retail Jiangsu

246 221 1 OnePlus Tech Guangdong

247 285 2 Orient Securities Banking Shanghai

248 195 1 Autohome Retail Beijing

249 255 2 Beijing Sinnet Tech Beijing

250 256 2 Changan Automobiles Chongqing

2021 Rank


2021 Brand Value

Brand Value Change

2020 Brand Value

2021 Brand Rating

2020 Brand Rating

251 270 2 Vinda Household Products Guangdong

252 260 2 YTO Express Logistics Shanghai

253 246 1 Song Automobiles Guangdong

254 203 1 AviChina Aerospace & Defence Beijing

255 307 2 CHT Gaming Media Zhejiang

256 241 1 CLP Utilities Hong Kong

257 291 2 Shengjing Bank Banking Liaoning

258 220 1 Taikoo Motors group Commercial Services Taiwan

259 263 2 Far Eastone Telecommunications Telecoms Taiwan

260 191 1 CRSC Logistics Beijing

261 245 1 Dongfeng Automobiles Hubei

262 337 2 Bank Of Chongqing Banking Chongqing

263 264 2 China Foods Food Beijing

264 252 1 CHANDO Cosmetics & Personal Care Shanghai

265 265 0 Yutong Automobiles Henan

266 312 2 Aisidi Tech Guangdong

267 321 2 CSC FINANCIAL Banking Beijing

268 232 1 Huadian Power International Utilities Shandong

269 - 3 Crystal International Group Apparel Hong Kong

270 243 1 Vitasoy Soft Drinks Hong Kong

271 278 2 Beijing Rural Commercial Bank Banking Beijing

272 297 2 Bank of Tianjin Banking Tianjin

273 208 1 Semir Apparel Zhejiang

274 231 1 ZTT Tech Jiangsu

275 227 1 Shenzhen Airlines Airlines Guangdong

276 223 1 Xiamen Airlines Airlines Fujian

277 332 2 Shede Spirits Sichuan

278 204 1 SIPG Logistics Shanghai

279 282 2 Biostime Household Products Guangdong

280 302 2 GUOSEN SECURITIES Banking Guangdong

281 210 1 Cathay Pacific Airlines Hong Kong

282 279 1 Bank of Jinzhou Banking Liaoning

283 400 2 Jiugui Jiu Spirits Hunan

284 267 1 GOME Retail Hong Kong

285 316 2 GAC Automobiles Guangdong

286 355 2 TCL - CSOT Tech Guangdong

287 266 1 RT Mart Retail Taiwan

288 284 1 Bank Of Guiyang Banking Guizhou

289 333 2 Zhen Ding Technology Tech Taiwan

290 244 1 Bank of East Asia Banking Hong Kong

291 353 2 Xtep Apparel Fujian

292 322 2 Acer Tech Taiwan

293 417 2 China Galaxy Securities Banking Beijing

294 283 1 Linglong Tire Tyres Shandong

295 323 2 Synnex Technology Tech Taiwan

296 269 1 China Comservice Tech Beijing

297 288 1 Mizone Soft Drinks Guangdong

298 336 2 Au Optronics Tech Taiwan

299 299 0 EVERGREEN Logistics Taiwan

300 280 1 Joyson Electronic Auto Components Zhejiang






2021 Rank


2021 Brand Value

Brand Value Change

2020 Brand Value

2021 Brand Rating

2020 Brand Rating

301 328 2 Hearttex Household Products Fujian

302 376 2 MSI Tech Taiwan

303 384 2 Youngor Apparel Zhejiang

304 253 1 BEST Logistics Zhejiang

305 251 1 Yanjing Beers Beijing

306 298 1 Mega Banking Taiwan

307 308 2 Liuge Hetao Soft Drinks Hebei

308 318 2 Bank of Zhengzhou Banking Henan

309 327 2 C&S Paper Household Products Guangdong

310 317 2 Xi'an Aero-Engine Aerospace & Defence Shanxi

311 274 1 Largan Precision Tech Taiwan

312 275 1 China Film Group Media Beijing

313 437 2 Yunnan Baiyao Pharma Yunnan

314 373 2 Sailun Tyres Shandong

315 331 2 First Commercial Bank Banking Taiwan

316 341 2 Cosl (China Oilfield Services Limited) Oil & Gas Hebei

317 349 2 MG Automobiles Shanghai

318 277 1 Jinjiang Hotels Shanghai

319 313 1 Cafe De Coral Restaurants Hong Kong

320 359 2 Yonyou Tech Beijing

321 300 1 Travelsky Tech Tech Beijing

322 273 1 Wuling Automobiles Guangxi

323 314 1 Hengshui Laobaigan Spirits Hebei

324 385 2 AAC Technologies Tech Guangdong

325 271 1 Kingboard Laminates Tech Hong Kong

326 357 2 Taishin Banking Taiwan

327 303 1 Jiangsu Phoenix Publishing & Media Media Jiangsu

328 311 1 Starworld Gambling Macau

329 351 2 Sokon Automobiles Chongqing

330 360 2 Little Swan Tech Jiangsu

331 335 2 Taiwan Cooperative Bank Banking Taiwan

332 369 2 Digital China Media Hong Kong

333 240 1 Harbin Bank Banking Heilongjiang

334 372 2 Everbright Securities Banking Shanghai

335 363 2 Hundsun Tech Zhejiang

336 389 2 Unimicron Tech Taiwan

337 371 2 Xiangpiaopiao Soft Drinks Zhejiang

338 320 1 Hisense Tech Shandong

339 364 2 Advantech Tech Taiwan

340 211 1 TCL Tech Guangdong

341 295 1 Swire Properties Real Estate Hong Kong

342 378 2 Yoozoo Games Media Shanghai

343 347 2 Chinese Universe Publishing and Media Media Jiangxi

344 330 1 Lite-On Technology Tech Taiwan

345 342 1 Jiangxi Bank Banking Jiangxi

346 367 2 Robam Tech Zhejiang

347 296 1 China Airlines Airlines Taiwan

348 339 1 The Plaza Macao Gambling Macau

349 324 1 Hanting Hotel Hotels Shanghai

350 315 1 WHARF REAL ESTATE INVESTMENT Real Estate Hong Kong

2021 Rank


2021 Brand Value

Brand Value Change

2020 Brand Value

2021 Brand Rating

2020 Brand Rating

351 304 1 Hongkong Land Real Estate Hong Kong

352 305 1 Kerry Properties Real Estate Hong Kong

353 - 3 Farglory Life Insurance Taiwan

354 358 2 Wing Lung Bank Banking Hong Kong

355 374 2 Qingdao Rural Commercial Bank Banking Shandong

356 365 2 DJI Tech Guangdong

357 377 2 Guangzhou Port Logistics Guangdong

358 289 1 Juneyao Airlines Airlines Shanghai

359 294 1 Link Reit Real Estate Hong Kong

360 - 3 Huadong Medicine Pharma Zhejiang

361 345 1 FiberHome Tech Hubei

362 292 1 Eva Airways Airlines Taiwan

363 404 2 Bank of Dongguan Banking Guangdong

364 309 1 Bitauto Media Beijing

365 325 1 CAR Car Rental Services Beijing

366 402 2 SD-Gold Mining, Iron & Steel Shandong

367 386 2 Vtech Tech Hong Kong

368 340 1 Foxconn Technology Tech Taiwan

369 430 2 Q Tech Tech Jiangsu

370 - 3 CSPC Pharma Pharma Hebei

371 343 1 Jiangsu Expressway Engineering & Construction Jiangsu

372 352 1 Xiabu Xiabu Restaurants Beijing

373 338 1 Studio City Gambling Macau

374 393 2 Anhui Xinhua Media Media Anhui

375 361 1 Yuanta Bank Banking Taiwan

376 379 2 SPIL Tech Taiwan

377 388 2 Asm Pacific Technology Tech Hong Kong

378 450 2 Guangzhou Development Grp Oil & Gas Guangdong

379 362 1 Yunnan Yuntianhua Chemicals Yunnan

380 - 3 Bank Of Guizhou Banking Guizhou

381 418 2 Peacebird Apparel Zhejiang

382 368 1 WEY Automobiles Hebei

383 390 2 Hua Nan Financial Holdings Banking Taiwan

384 350 1 Yulon Automobiles Taiwan

385 382 1 CRRC Tech Hunan

386 409 2 Narada Power Tech Zhejiang

387 380 1 Johnson Electric Tech Hong Kong

388 415 2 GIS Tech Taiwan

389 - 3 3C Home Life Speacialty Store Retail Jiangsu

390 498 2 Dongfang Electric Tech Sichuan

391 381 1 CST Tyres Taiwan

392 329 1 Dawning Tech Tianjin

393 408 2 Hua Nan Commercial Bank Banking Taiwan

394 403 2 Zhejiang Huace Film & TV Media Zhejiang

395 - 3 Fosun Pharma Pharma Shanghai

396 432 2 Southern Publishing & Media Media Guangdong

397 412 2 FAW Automobiles Jilin

398 399 2 Jiangsu Broadcasting Cable Information Media Jiangsu

399 401 2 361 degrees Apparel Fujian

400 398 1 Bank Sinopac Banking Taiwan






2021 Rank


2021 Brand Value

Brand Value Change

2020 Brand Value

2021 Brand Rating

2020 Brand Rating

401 383 1 Dima Industry Automobiles Chongqing

402 310 1 Walsin Tech Taiwan

403 301 1 Sedrin Beers Fujian

404 410 2 Simplo Technology Tech Taiwan

405 346 1 Hang Lung Properties Real Estate Hong Kong

406 - 3 Beijing Automobiles Beijing

407 441 2 Yinlu Soft Drinks Fujian

408 447 2 Changchun Faway Tyres Jilin

409 470 2 Hanlin Tech Guangdong

410 477 2 Tang Automobiles Guangdong

411 488 2 Accton Technology Tech Taiwan

412 366 1 Hytera Communications Tech Guangdong

413 397 1 Bank of Qingdao Banking Shandong

414 431 2 Huarong Xiangjiang Bank Banking Hunan

415 483 2 Bank of Taiwan Banking Taiwan

416 420 2 Wasu Media Beijing

417 319 1 Shanghai Airlines Airlines Shanghai

418 419 2 Vatti Tech Guangdong

419 433 2 T STAR Telecoms Taiwan

420 445 2 Darlie Cosmetics & Personal Care Guangdong

421 293 1 Ice Dew Water Soft Drinks Shanghai

422 375 1 Shanghai Commercial Bank Banking Shanghai

423 - 3 Zhong An Insurance Shanghai

424 426 2 Taiwan Business Bank Banking Taiwan

425 405 1 Sanyuan Food Beijing

426 356 1 Chang Hwa Bank Banking Taiwan

427 - 3 Yuan Automobiles Guangdong

428 462 2 Bank of Suzhou Banking Zhejiang

429 414 1 Altira Macau Gambling Macau

430 348 1 Spring Airlines Airlines Shanghai

431 406 1 The Shanghai Commercial & Savings Bank Banking Hong Kong

432 444 2 PCCW Telecoms Hong Kong

433 428 1 JI Hotel Hotels Shanghai

434 495 2 Digital China Tech Guangdong

435 413 1 Sina Media Beijing

436 427 1 Neusoft Tech Liaoning

437 436 1 Dah Sing Bank Banking Hong Kong

438 407 1 Tsinghua Tongfang Tech Beijing

439 463 2 Guizhou Broadcasting & TV Network Media Guizhou

440 387 1 Songcheng Performance Development Leisure & Tourism Zhejiang

441 - 3 ADAMA Chemicals Hubei

442 439 1 Yirendai Tech Beijing

443 396 1 Shanghai Airport (Group) Airports Shanghai

444 334 1 Bank Of Gansu Banking Gansu

445 - 3 Humanwell Healthcare Pharma Hubei

446 423 1 85°C Restaurants Taiwan

447 370 1 Windows to the World Leisure & Tourism Guangdong

448 392 1 Huayi Brothers Media Beijing

449 459 2 China Xd Electric Tech Shanxi

450 424 1 Central China Land Media Media Henan

2021 Rank


2021 Brand Value

Brand Value Change

2020 Brand Value

2021 Brand Rating

2020 Brand Rating

451 - 3 Zhejiang Wanma Tech Zhejiang

452 451 1 Qin Automobiles Guangdong

453 421 1 Skyworth Tech Guangdong

454 464 2 Hans Beers Shanxi

455 458 2 China UnionPay Banking Shanghai

456 - 3 999 Pharma Guangdong

457 - 3 Bank of Xi An Banking Shanxi

458 453 1 Netvigator Telecoms Hong Kong

459 493 2 Land Bank of Taiwan Banking Taiwan

460 448 1 Herborist Cosmetics & Personal Care Shanghai

461 - 3 Joincare Pharma Pharma Guangdong

462 - 3 LILANZ Apparel Fujian

463 449 1 Sun Hung Kai Co Banking Hong Kong

464 - 3 Changshu Rural Commercial Bank Banking Jiangsu

465 478 2 CTM Telecoms Macau

466 - 3 Fulongma Automobiles Fujian

467 484 2 Citic Telecoms Telecoms Hong Kong

468 - 3 Hankou Bank Banking Hubei

469 465 1 Citic Guoan Information Media Beijing

470 395 1 Cathay United Bank Banking Taiwan

471 - 3 TASLY Pharma Tianjin

472 440 1 KUNLUN Media Beijing

473 - 3 Gigabyte Tech Taiwan

474 411 1 China Aerospace Times Elec Aerospace & Defence Hubei

475 473 1 Ningbo Huaxiang Electronic Auto Components Zhejiang

476 469 1 Sanquan Food Henan

477 497 2 Shenzhen Kaifa Technology Tech Guangdong

478 - 3 Nan Ya Printed Circuit Board Tech Taiwan

479 442 1 China Spacesat Aerospace & Defence Beijing

480 467 1 TRIANGLE Tyres Shandong

481 - 3 Wusu Beers Xinjiang

482 479 1 Haige Tech Guangdong

483 482 1 Anerle Household Products Fujian

484 - 3 Tong Ren Tang Pharma Beijing

485 - 3 Zhejiang Yankon Group L Tech Zhejiang

486 - 3 Yangtze Optical Fibre and Cabl Tech Hubei

487 - 3 Kenda Rubber Industrial Tyres Taiwan

488 - 3 Union Bank of Taiwan Banking Taiwan

489 456 1 MINTH Auto Components Zhejiang

490 489 1 51JOB Commercial Services Shanghai

491 - 3 China Media Group Media Hainan

492 - 3 Yuwell Healthcare Jiangsu

493 - 3 Sanan Optoelectronics Tech Fujian

494 - 3 Shenzhen Fuanna Household Products Guangdong

495 - 3 Hangzhou Anyso Tech Zhejiang

496 446 1 Trumpchi Automobiles Guangdong

497 435 1 OCT East Leisure & Tourism Guangdong

498 500 2 JMC Automobiles Jiangxi

499 480 1 Smartone Telecoms Hong Kong

500 472 1 Risun Chemicals Beijing


Methodology.


Enterprise Value

Branded Business Value

Brand Contribution

Definitions.

[Tencent]

[WeChat]

[WeChat]

[WeChat]

Brand Value

+ Enterprise Value The value of the entire enterprise, made up of multiple branded businesses.

Where a company has a purely mono- branded architecture, the ‘enterprise value’ is the same as ‘branded business value’.

+ Branded Business Value The value of a single branded business operating under the subject brand.

A brand should be viewed in the context of the business in which it operates. Brand Finance always conducts a branded business valuation as part of any brand valuation. We evaluate the full brand value chain in order to understand the links between marketing investment, brand-tracking data, and stakeholder behaviour.

+ Brand Contribution The overall uplift in shareholder value that the business derives from owning the brand rather than operating a generic brand.

The brand values contained in our league tables are those of the potentially transferable brand assets only, making ‘brand contribution’ a wider concept. An assessment of overall ‘brand contribution’ to a business provides additional insights to help optimise performance.

+ Brand Value The value of the trade mark and associated marketing IP within the branded business.

Brand Finance helped to craft the internationally recognised standard on Brand Valuation – ISO 10668. It defines brand as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.

Brand Value

1

3

2

4

Brand Valuation Methodology.Definition of Brand

Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.

Brand Value

Brand value refers to the present value of earnings specifically related to brand reputation. Organisations own and control these earnings by owning trademark rights.

All brand valuation methodologies are essentially trying to identify this, although the approach and assumptions differ. As a result published brand values can be different.

These differences are similar to the way equity analysts provide business valuations that are different to one another. The only way you find out the “real” value is by looking at what people really pay.

As a result, Brand Finance always incorporates a review of what users of brands actually pay for the use of brands in the form of brand royalty agreements, which are found in more or less every sector in the world.

This is sometimes known as the “Royalty Relief” methodology and is by far the most widely used approach for brand valuations since it is grounded in reality.

It is the basis for a public rankings but we always augment it with a real understanding of people’s perceptions and their effects on demand – from our database of market research on over 3000 brands in over 30 markets.

DisclaimerBrand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions produced in this study are based only on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the report are not to be construed as providing investment or business advice. Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any body, government or organisation.

We review what brands already pay in royalty agreements. This is augmented by an analysis of how brands impact profitability in the sector versus generic brands.

This results in a range of possible royalties that could be charged in the sector for brands (for example a range of 0% to 2% of revenue)

The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.

We adjust the rate higher or lower for brands by analysing Brand Strength. We analyse brand

strength by looking at three core pillars: “Inputs” which are activities supporting the future strength

of the brand; “Equity” which are real current perceptions sourced from our market research and

other data partners; “Output” which are brand-related performance measures such as market share.

Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand

is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.

We determine brand-specific revenues as a proportion of parent company revenues attributable

to the brand in question and forecast those revenues by analysing historic revenues, equity

analyst forecasts, and economic growth rates.

We then apply the royalty rate to the forecast revenues to derive brand revenues and apply the relevant

valuation assumptions to arrive at a discounted, post-tax present value which equals the brand value.

Brand Impact

Brand Impact × Brand Strength

Brand Strength

Forecast Brand Value Calculation



Bra

nd

Str

eng

th I

nd

ex

Widely recognised factors deployed by marketers to create brand loyalty and market share.

Perceptions of the brand among different stakeholder groups, with customers being the most important.

Quantitative market and financial measures representing the success of the brand in achieving price and volume premium.

Brand Strength

Brand Strength is the efficacy of a brand’s performance on intangible measures, relative to its competitors.

In order to determine the strength of a brand, we look at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance.

Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding rating up to AAA+ in a format similar to a credit rating.

Analysing the three brand strength measures helps inform managers of a brand’s potential for future success.

Stakeholder Equity

Business Performance

Equity

Performance

Marketing Investment• A brand that has high Marketing Investment but low Stakeholder Equity may be

on a path to growth. This high investment is likely to lead to future performance in Stakeholder Equity which would in turn lead to better Business Performance in the future.

• However, high Marketing Investment over an extended period with little improvement in Stakeholder Equity would imply that the brand is unable to shape customers’ preference.

Stakeholder Equity• The same is true for Stakeholder Equity. If a company has high Stakeholder Equity,

it is likely that Business Performance will improve in the future.• However, if the brand’s poor Business Performance persists, it would suggest that

the brand is inefficient compared to its competitors in transferring stakeholder sentiment to a volume or price premium.

Business Performance• Finally, if a brand has a strong Business Performance but scores poorly on Stakeholder

Equity, it would imply that, in the future, the brand’s ability to drive value will diminish.• However, if it is able to sustain these higher outputs, it shows that the brand

is particularly efficient at creating value from sentiment compared to its competitors.

Investment

Marketing Investment

Brand Strength.Brand Equity Research Database.Original market research in 29 countries and across more than 20 sectors

Sector Coverage & Classification 2021Tier 1 sectors cover all measures, Tier 2 KPIs only

Tier 1

Tier 1

Tier 1

Tier 1

T1&T2†

Tier 2

Tier 2

Tier 2

Tier 2

Tier 2

Tier 2

Tier 2

Tier 2

Tier 2

Tier 2

Tier 2

Tier 2

Tier 2

Tier 2

Tier 2

Tier 2

Tier 2

Tier 2

Contributes 35%To the ‘Brand Strength Index’ (BSI) score

Not all categories are covered in every country† Brand KPIs and diagnostics differ per sector depending on research tier allocation

MethodologyMethodologyOnline sample of the general population.Online sample of the general population.Each respondent covers 3-4 categories.Each respondent covers 3-4 categories.

Sample sizes: 55,000Sample sizes: 55,000500-1500 per category/market500-1500 per category/market

Banking

Insurance

Telecoms

Utilities

Automotive

Airlines

Apparel

Appliances

Beers

Cosmetics

Food

Hotels

Logistics

Luxury Automobiles

Media

Oil & Gas

Pharma

Real Estate

Restaurants

Retail

Spirits

Supermarkets

Tech

Brand KPIs and Diagnostics

1. Brand Funnel

2. Brand Usage*

3. Quality*

4. Reputation

5. Closeness*

6. Recommendation (NPS)*

7. Word of mouth

8. Brand Imagery*

*Tier 1 categories only

AwarenessHave heard of your brand

FamiliarityKnow something about your brand

ConsiderationWould consider buying/using your brand


Our Services.


Consulting Services.Make branding decisions using hard data

Brand ResearchWhat gets measured

Brand evaluations are essential for understanding the strength of your brand against your competitors. Brand Strength is a key indicator of future brand value growth whether identifying the drivers of value or avoiding the areas of weakness, measuring your brand is the only way to manage it effectively.

Brand ValuationMake your brand's business case

Brand valuations are used for a variety of purposes, including tax, finance, and marketing. Being the interpreter between the language of marketers and finance teams they provide structure for both to work together to maximise returns.

Brand StrategyMake branding decisions with your eyes wide open

Once you understand the value of your brand, you can use it as tool to understand the business impacts of strategic branding decisions in terms of real financial returns.

+ Brand Audits + Primary Research + Syndicated Studies + Brand Scorecards + Brand Drivers & Conjoint Analysis + Soft Power

+ Brand Impact Analysis + Tax & Transfer Pricing + Litigation Support + M&A Due Diligence + Fair Value Exercises + Investor Reporting

+ Brand Positioning + Brand Architecture + Franchising & Licensing + Brand Transition + Marketing Mix Modelling + Sponsorship Strategy

+ Are we building our brands’ strength effectively? + How do I track and develop my brand equity? + How strong are my competitors’ brands? + Are there any holes in my existing brand tracker? + What do different stakeholders think of my brand?

+ How much is my brand worth? + How much should I invest in marketing? + How much damage does brand misuse cause? + Am I tax compliant with the latest transfer pricing? + How do I unlock value in a brand acquisition?

+Which brand positioning do customers value most? +What are our best brand extension opportunities in other categories and markets? +Am I licensing my brand effectively? +Have I fully optimised my brand portfolio? Am I carrying dead weight? +Should I transfer my brand immediately? +Is a Masterbrand strategy the right choice for my business?

Brand Evaluation Services.

How are brands perceived in my category?

Brand Finance tracks brand fame and perceptions across 30 markets in 10 consumer categories. Clear, insightful signals of brand performance, with data mining options for those who want to dig deeper – all at an accessible price.

What if I need more depth or coverage of a more specialised sector?

Our bespoke brand scorecards help with market planning and can be designed to track multiple brands over time, against competitors, between market segments and against budgets. Our 30-country database of brand KPIs enables us to benchmark performance appropriately.

Do I have the right brand architecture or strategy in place?

Research is conducted in addition to strategic analysis to provide a robust understanding of the current positioning. The effectiveness of alternative architectures is tested through drivers analysis, to determine which option(s) will stimulate the most favourable customer behaviour and financial results.

How can I improve return on marketing investment?

Using sophisticated analytics, we have a proven track record of developing comprehensive brand scorecard and brand investment frameworks to improve return on marketing investment.

What about the social dimension? Does my brand get talked about?

Social interactions have a proven commercial impact on brands. We measure actual brand conversation and advocacy, both real-world word of mouth and online buzz and sentiment, by combining traditional survey measures with best-in-class social listening.


48 Brand Finance China 500 May 2021 brandfinance.com

How we can help communicate your brand’s performance in brand value rankings

Communications Services.

TOP 500ChineseBRAnD

MOsT VALUABLeChineseBRAnD

sTROnGesTChineseBRAnD

Bespoke Events – organise an award ceremony or celebratory event, coordinate event opportunities and spearhead communications to make the most of them.

Digital Infographics – design infographics visualising your brand’s performance for use across social media platforms.

Trophies & Certificates – provide a trophy and/or hand-written certificate personally signed by Brand Finance CEO to recognise your brand’s performance.

Media Support – provide editorial support in reviewing or copywriting your press release, pitching your content to top journalists, and monitoring media coverage.

Sponsored Content – publish contributed articles, advertorials, and interviews with your brand leader in the relevant Brand Finance report offered to the press.

Video Endorsement – record video with Brand Finance CEO or Director speaking about the performance of your brand, for use in both internal and external communications.

Brand Accolade – create a digital endorsement stamp for use in marketing materials, communications, annual reports, social media and website. Advertising use subject to terms and conditions.

With strategic planning and creative thinking, we develop communications plans to create dialogue with stakeholders that drives brand value.

Our approach is integrated, employing tailored solutions for our clients across PR, marketing and social media, to deliver strategic campaigns and helping us to establish and sustain strong client relationships.

We also have a specific focus on geographic branding, including supporting nation brands and brands with a geographical indication (GI).

Brand Dialogue is a member of the Brand Finance plc group of companies

Research, Strategy & Measurement

Brand & Communications

Strategy

Campaign Planning

Communications Workshops

Market Research & Insights

Coverage Analysis

Social Media Analytics

Public Relations & Communications

Media Relations

Press Trips & Events

Strategic Partnerships

Relationship Management

Influencer Outreach

Media Training

Social Media Management

Marketing & Events

Promotional Events

Conference Management

Sponsorship Management

Native Advertising

Print Advertising

Shopper Marketing

Trade Marketing

Content Creation

Bespoke Publications

Press Releases

Blog Posts & Newsletters

Marketing Collateral Design

Photography & Videography

Social Media Content

Strategic Communications

Crisis Communications

Brand Positioning & Reputation

Geographic Branding

Corporate Social Responsibility (CSR)

For more information, contact [email protected] or visit www.brand-dialogue.com

With strategic planning and creative thinking, we develop communications plans to create dialogue with stakeholders that drives brand value.

Our approach is integrated, employing tailored solutions for our clients across PR, marketing and social media, to deliver strategic campaigns and helping us to establish and sustain strong client relationships.

We also have a specific focus on geographic branding, including supporting nation brands and brands with a geographical indication (GI).

Brand Dialogue is a member of the Brand Finance plc group of companies

Research, Strategy & Measurement

Brand & Communications

Strategy

Campaign Planning

Communications Workshops

Market Research & Insights

Coverage Analysis

Social Media Analytics

Public Relations & Communications

Media Relations

Press Trips & Events

Strategic Partnerships

Relationship Management

Influencer Outreach

Media Training

Social Media Management

Marketing & Events

Promotional Events

Conference Management

Sponsorship Management

Native Advertising

Print Advertising

Shopper Marketing

Trade Marketing

Content Creation

Bespoke Publications

Press Releases

Blog Posts & Newsletters

Marketing Collateral Design

Photography & Videography

Social Media Content

Strategic Communications

Crisis Communications

Brand Positioning & Reputation

Geographic Branding

Corporate Social Responsibility (CSR)

For more information, contact [email protected] or visit www.brand-dialogue.com


Brand Finance China 500 May 2021 51brandirectory.com/china

Brand Finance Institute Learn how to build, protect and measure brand value

The Brand Finance Institute is the educational division of Brand Finance, offering expert training on brand evaluation, management and strategy.

Our in-house training and workshops, online learning offer and webinars will help you answer key strategic questions about your brand for different levels of seniority and development needs:

• How can I grow brand value?

• How can I build a business case to show the return on my marketing investment?

• How can I set up my marketing budget using brand research and analytics?

For more information, contact [email protected]

Brand Finance Institute is a member of the Brand Finance plc group of companies

For further information on our services and valuation experience, please contact your local representative:

Brand Finance Network.

Market Contact Email Telephone

Africa Jeremy Sampson j.sampson@brandfi nance.com +27 82 885 7300

Asia Pacifi c Samir Dixit s.dixit@brandfi nance.com +65 906 98 651

Australia Mark Crowe m.crowe@brandfi nance.com +61 280 765 791

Brazil Eduardo Chaves e.chaves@brandfi nance.com +55 16 9 9161 7075

Canada Charles Scarlett-Smith c.scarlett-smith@brandfi nance.com +1 514 991 5101

China Scott Chen s.chen@brandfi nance.com +86 186 0118 8821

East Africa Walter Serem w.serem@brandfi nance.com +254 733 444 869

France Bertrand Chovet b.chovet@brandfi nance.com +33 6 86 63 46 44

Germany Ulf-Brün Drechsel u.drechsel@brandfi nance.com +49 171 690 6828

India Ajimon Francis a.francis@brandfi nance.com +91 989 208 5951

Indonesia Jimmy Halim j.halim@brandfi nance.com +62 215 3678 064

Ireland Declan Ahern d.ahern@brandfi nance.com +353 85 132 5903

Italy Massimo Pizzo m.pizzo@brandfi nance.com +39 02 303 125 105

Mexico & LatAm Laurence Newell l.newell@brandfi nance.com +52 55 9197 1925

Middle East Andrew Campbell a.campbell@brandfi nance.com +971 508 113 341

Nigeria Tunde Odumeru t.odumeru@brandfi nance.com +234 012 911 988

Romania Mihai Bogdan m.bogdan@brandfi nance.com +40 728 702 705

Spain Teresa de Lemus t.delemus@brandfi nance.com +34 654 481 043

Sri Lanka Ruchi Gunewardene r.gunewardene@brandfi nance.com +94 11 770 9991

Turkey Muhterem Ilgüner m.ilguner@brandfi nance.com +90 216 352 67 29

UK Richard Haigh rd.haigh@brandfi nance.com +44 207 389 9400

USA Laurence Newell l.newell@brandfi nance.com +1 214 803 3424

Vietnam Lai Tien Manh m.lai@brandfi nance.com +84 90 259 82 28

Contact us.

The World’s Leading Brand Valuation ConsultancyT: +44 (0)20 7389 9400E: [email protected] www.brandfinance.com

China 500 - Brandirectory

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