Recently in Beijing, WPP, Kantar Millward Brown and Google jointly released the first BrandZ™ Top 30 Chinese Global Brand Builders report. The report identifies and ranks 30 Chinese brands based on their strength abroad, and provides insights and recommendations for global brand building.

Lenovo ranks first with a score of 1,682. Huawei and Alibaba rank second and third respectively. Consumer electronics brands take up 40% of the brand influence score list. 

This survey sampled 270,000 consumers in 7 countries (US, UK, Germany, France, Italy, Spain and Japan), who were asked to compare their awareness of Chinese brands against global brands and local brands in 9 product categories: consumer electronics, family appliances, aviation, electronic commerce, mobile games, internet service, smart devices, auto and online fast fashion.

The survey results show that internationally, the mature brands, like consumer electronics and aviation, still have advantages in overseas markets. However, the digital brands, such as consumer electronics and mobile games, are the real winners. Overseas consumers are gradually starting to connect Chinese “national brands” with innovative digital devices and services.

Correspondingly, most of the Chinese brands on the list provide sponsorship of overseas sports events.

Source: Kantar Group

Proofread by Sean O Diobhilin