Chinese brands are using a focus on innovation and brand building to improve consumer perceptions in the West and build global brands.
A report by Kantar Millward Brown, WPP and Google finds that Lenovo is the best Chinese brand at building global brand awareness. The analysis gives Lenovo a ‘brand power’ score of 1,697, ahead of Huawei on 1,530 and Alibaba on 1,101.
The research differs to the BrandZ brand value rankings because it judges the strength of a brand from the perspective of overseas consumers in markets including France, Germany, Spain, the UK, the US, Australia and Japan. It uses BrandZ data, as well as Google search volumes and Google Surveys, to determine brand equity.
The methodology means that just because a brand scores well in BrandZ’s annual rankings, does not mean it scores as well in terms of global brand building. Tencent, for example, is the top Chinese brand in BrandZ’s brand value list but comes just 31st out of 50 in terms of brand power with a score of 219.
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