Interbrand2014 Best Chinese Brand Value List TOP10

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The Xiaobian of the network introduces you to Interbrand's 2014 best Chinese brand value list.

Shanghai, November 2014, 13 / newsletter / Interbrand, the world's leading brand consultancy, held a press conference in Shanghai today to announce the 2014 best Chinese brand value list.

On the whole, the list changed faster, and the number of new brands came to the top for the first time in 8 years.

With the global upsurge of mobile Internet, the ranking of China's list and the ranking of the world's list has begun to integrate.

Best Chinese brand value list in 2014

Brand represents the competitiveness and profitability of the enterprise in the future.

Judging the future development of an enterprise, brand strength is more instructive than financial situation.

Therefore, the development of business from the perspective of brand will be more conducive to helping brands create sustainable competitiveness.

Interbrand brand value evaluation method is a comprehensive measure of brand value created by business from ten indicators, namely, financial analysis, brand force and brand strength.

At the launch of the best global brand value list at the beginning of October, Interbrand Global CEO Jez Frampton pointed out that "this year, the trend of Interbrand summary is brand development into" your era ".

If you want to become a leading brand in your era, you must see the individuals behind the data and dig out their real insights, so as to create a truly personalized experience for them.

It is precisely because of the development law of this era that apple and Google ranked first and second in the list for two consecutive years (2013 and 2014).

In China, the 2014 best Chinese brand value list shows that under the influence of mobile Internet, the overall performance of the brand that is trying to embrace the Internet is excellent. At the same time, the brand value of traditional industries also shows great potential.

This year, the total value of the 50 brands on the list increased by 22% compared with last year, creating the largest increase in the best Chinese brand value list.

The rapid rise of Internet brands has ended the era of the best Chinese brand value list dominated by banks and telecom brands.

The addition of new brands

The composition is increasingly diverse.

Interbrand summed up the following seven major trends from the replacement of new and old brands and the change of value (three of the following excerpts):

1. the new ecosystem is accelerating the development of super brands.

In this list, the proportion of Internet brand value increased from 11% to 24%, and the industry ranked second.

Internet brands represented by Tencent, Alibaba and Baidu have been competing or cooperating with other industry brands, changing the way people live, entertain, learn and communicate.

Since the second half of 2012, the three Internet giants have expanded their business to finance services, entertainment, education, medical care and daily life through a series of acquisitions and investments, and established a new ecosystem to make people's lives easier and better.

2. mobile Internet, Internet of things and big data give brands the power to change the world.

Mobile Internet, Internet of things and big data not only provide opportunities for the Internet brand to subvert and pform traditional industries, but also allow cross-border brand cooperation in various industries to converge into more powerful forces to jointly promote social pformation and progress in life.

The brands involved have broad development space, and the brand value has been greatly improved.

Among them, the most prominent ones are the brands that are actively explored and distributed in the "smart city" and "smart home" areas, such as HUAWEI, Lenovo, Haier, GREE and the United States.

3. the banking and telecommunications industries need to be pformed to test the brand's forward-looking thinking and innovation ability.

On the list, the growth of the brand value of the banking industry with 12 seats continued to slow down, and the growth rate of the four brands did not exceed 5%.

State owned commercial banks and private capital commercial banks are facing unprecedented challenges and competitive pressures. It is urgent to carry out the "two pformation".

Among them, the banking brand with forward-looking thinking and innovation ability has been carrying out pformation in a self built or cooperative way, and the brand value still keeps two digit growth.

The impact of the mobile Internet has increased, and the voice and short message service businesses in the telecommunications industry have continued to slide.

In the face of difficulties, telecom brands have adopted a series of measures to accelerate pformation.

However, the lack of originality in the reform and the lack of creativity are still a long way to go for the pformation of the telecommunications industry.

Compared with last year's list, the changes in this list reflect the four major challenges faced by Chinese enterprises in the mobile Internet era.

If Chinese brands want to get rid of the big and weak image, they must face up to their problems and take the initiative to meet them.

1. redefining the concept of mobile Internet Era

Chinese enterprises generally have no knowledge of brand strategy and brand digital strategy. Their understanding of digitalization is limited to two aspects: first, the channel of brand communication (online advertising, official WeChat, micro-blog), and the other is the sales channel of e-commerce.

Chinese enterprises need to make a comprehensive adjustment to the way of thinking and brand building in the mobile Internet era from the strategic to the operational level.

2., attach importance to brand's "authenticity" and "difference".

Brand building requires the co operation of various departments. If the marketing department is responsible for brand communication, and the channels and business departments can not provide the corresponding brand experience, consumers will feel very inconsistent with the brand's feelings and seriously weaken the authenticity of the brand.

"Difference" is the degree and uniqueness of the brand between the brand positioning and its competitors.

Without establishing brand differences and thinking about the core value that brand should create from the root, enterprises can only compete with competitors by price.

3. define the direction of brand development.

Compared with international excellent brands, Chinese brands lack clear brand vision.

Many brands take sales or ranking goals as a vision and rarely think about the value that brands can bring to consumers.

A clear brand vision can give the brand strong vitality and win public recognition.

On the contrary, the lack of a clear brand vision, and the price war can only compete with competitors brand will face severe challenges of survival.

4. "imagination" becomes the key challenge of Chinese brands.

The core assets of enterprises have gradually changed from the ability of science and technology to the control of consumers, including the ability of anticipation, stimulation, interaction and evolution of consumer demand.

Enterprises need to think more and more about how to lead the demand together with consumers rather than passively responding to the needs of consumers.

Therefore, enterprises should insert the wings of imagination into their brands, and together with consumers, draw a future worth looking forward to, and work together with them to achieve it.

China

Still faced with so many challenges, it is big but not strong, and there is still a gap with the world's top brands.

However, the great challenge is unprecedented opportunities.

The era of mobile Internet brings a golden opportunity for Chinese brands to overtake corners.

In this era, the brand owner should have a clearer vision of the brand, insert the wings of imagination for the brand, and create a value with the consumers through full brand experience.

This is also our message for the development of Chinese brands.

Looking forward to the emergence of more and more Chinese brands on the list of the best global brands.