BEST CHINESE BRANDS 2007
Realizing the Potential

We are pleased to present our second annual ranking of the best Chinese brands, in cooperation with 21 Century Business Review. This year, we examine first-class Chinese brands more closely to help Chinese companies and their executives take notice of the deeper mindsets and methods influencing branding situations, learn from the experiences of successful practices of Chinese brands, and get inspiration from our ranking.

According to Interbrand, the brand value reflects the discounted cash flow of the total earnings it will bring to the brand owner in future. In other words, the brand stands for a part of the future earnings of the company.

Therefore, for the company’s management, brands are economic assets that need serious management. The change in the brand value of a company comprehensively reflects the performance achieved by the management team using various tools. When we follow strictly the methodology of brand evaluation, we receive a clear signal of the progress outstanding Chinese brands are making.

The minimum brand value required to reach our list this year increased from 1 billion to 1.1 billion RMB, but the number of listed brands increased from 20 to 25, and 13 brands grew by more than 10%. At the same time, the number of brands we consider prominent, but can not list due to the lack of public data or their B2B characteristics, is rising as well. All these facts prove our observation last year: branding has become a management focus of many excellent Chinese companies, and it is starting to produce an abundant return.

With this background, we have attached more attention this year to the stories behind the success and failure of brands which are an indelible part of the Chinese civilization, and are rapidly becoming part of the global market. Together with all of you, we wish to discover the principals that drive the progress of Chinese brands rather than add meaningless riot to the business world.

During the long process of our evaluation, we have tried to understand the brand context among miscellaneous data and special management patterns of each company. Clearly, the idiosyncrasies of Chinese companies are fostering some new ideas about branding. It is the hope of Interbrand and 21 Century Business Review that, in our report, you will see the essence of successful Chinese brands emerge.

Sincerely,
Frank Chen
Chief Executive Officer, Interbrand China

Download Best Chinese Brands 2007, Interbrand

PDF format, 1MB, 28Pages.

Contents:
Why the Ranking is Important 1
The Interbrand Method for Valuing Brands 2
Branding in China 4
Best Chinese Brands 2007 7
Brand Commentary 8
Other Prominent Chinese Brands 17
Frequently Asked Questions 22

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ABOUT INTERBRAND

creating and managing brand value

The Interbrand Brand Value Management Model Brands do not become and remain successful on their own. Nor are they ensured ongoing leadership without proactive, diligent and detailed management. Interbrand works collaboratively with clients to consistently and continually evaluate, create and manage their brand assets. We do this by employing the following model.

The Brand Value Management Model is a closed loop with neither a specific beginning nor a definite end. The model begins at a different point for every brand, based on business need. However, one aspect does remain constant: once in progress, the model actually accelerates by generating synergies and capturing new opportunities through carefully crafted and integrated activities. It becomes an inexhaustible source of energy and competitive advantage for every brand.

Brand Value Management comprises three distinct, yet interrelated, phases: Evaluate, Create, and Manage – where the brand and market opportunities are painstakingly examined, creatively brought to life, and thoroughly and holistically coordinated.

For over 30 years, Interbrand has worked with leading global brands to create and manage brand value through an integrated set of offerings. We offer brand and business strategy, brand valuation, quantitative and qualitative research, retail design, brand architecture and portfolio optimization, naming, corporate identity design, packaging design, communications creation, brand engagement, customer experience mapping and online digital asset management tools. Interbrand has over 30 offices in more than 20 countries around the globe and clients from among the most respected businesses.

Interbrand is a wholly owned subsidiary of the Omnicom Group, the industry leader in Marketing Communications.

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