Brand Also Needs Image Packaging.

Another big piece of the list is consumer enterprises, especially liquor companies, with a total of seven liquor companies.

Tan Beiping, director of research and development of WPP, Beijing's Huatong Ming and greater China, said that they would divide the brand into three categories: one is the giant type, such as the industrial and Commercial Bank of China (601398, stock bar), one is the image shaper, such as the liquor business, and the other is the innovator, such as Tencent and Baidu.

In the definition of Huatong Ming, giant enterprises are builders, image building enterprises are emotional communicators, innovators are pcendent.

But in the list, the innovators are obviously absent, only a few.

Among them, the highest ranked Tencent, ranked eighth, Baidu ranked ninth.

The situation is obviously different from the BrandZ top 100 brand list. The top four of the list of world rankings are Google, IBM, apple and Microsoft. The top four brands in China are China Mobile, ICBC, Bank of China (601988, stock bar) and China Construction Bank (601939, stock bar). They continue to be China Life (601628, stock bar), Agricultural Bank of China (601288, stock bar) and PetroChina (601857 shares).

This result is puzzling.

Tan Beiping explained that they choose brands not by choosing the most popular brand, or giving them the most popular brands.

Specifically, the financial value of a brand means "how much revenue is generated under the banner of a brand", deducting tangible assets (such as real estate and equipment) and leaving other brand income under the same company.

The correlation between consumer and brand can be divided into five categories: existence, correlation, performance, advantage and binding, which are represented by coefficient 1-5. The higher the number, the stronger the consumer's feelings toward the brand.

And the brand's short-term growth rate is expressed in accordance with coefficient 1-10. The key of this coefficient is: the conversion rate of consumers from the lowest level to the highest level.

In addition, the candidates also consider the rate of return of shareholders provided by relevant brands, as well as the extent of loss and recovery speed in the economic crisis.

According to this formula,

Chinese brands want to "break through" in the world. I am afraid the innovators really need to rely on them.

Because China's giant enterprises "go out" is not a problem, but because of the sensitivity of many companies and the background of state-owned enterprises, domestic advantages may instead become the disadvantages of foreign expansion and are faced with various restrictions.

In addition, Chinese enterprises want to go out, there is another key is the emotional communicator, the brand influence, the added value of the product is determined by the recognition of consumers.

But at present, China has not yet been able to inculcate Chinese culture overseas, and it will be very difficult for China's Coca-Cola, McDonald's and Nike to emerge.

Innovators have the greatest possibility of breaking through, but it is not easy.

Because these enterprises are really "new, new and new".

Liu Shengyi, President of Tencent Inc network media, said that Internet companies should embrace change and constantly tap the potential needs of customers.

This is probably the same situation faced by all Innovators: innovation, expansion and global competition.

Especially in innovation, if we can lead the market, we may take a big step off other enterprises.

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"The next development of all successful brands in China will be characterized by" innovation rather than imitation ", said MATTHEW GODFREY, President of Asia Pacific, Y&R of WPP. (Luo Bikai)

This innovation is the basic task of professional marketers and Y&R to ensure significant customer growth in the increasingly competitive and increasingly expensive market.

China leads the world in many ways, but it always adopts the follower strategy in marketing.

The opportunity now is to build a brand with leadership strength and value and reject mediocrity through strategic and creative promotion of market innovation.

And the list of the innovators absent is actually a brand Apocalypse: those more dynamic.