Chinese brands show decline in global influence, Millward Brown study reveals

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China’s most powerful brand

Research by Millward Brown on the world’s most valuable brands shows a decline in the power of Chinese players on the world stage.

Of the most powerful 100 global brands, topped this year by Apple, 12 brands were from China – more than from Korea or Japan.

However, the number and total value of Chinese global brands – reckoned to be worth $270 billion combined – has fallen compared to last year’s survey, although all but one of them on the list had grown in value individually.

The report authors noted that there has been a “bottleneck” in the growth of Chinese brands, which needed to be “more technologically innovative, but also more international” to compete on the world stage.

Mobile phone giant China Mobile is China’s most valuable brand, but the country’s fastest growing brand is Tencent – which has overtaken Western equivalent Facebook in terms of brand value, growing by 52 per cent.

The most valuable Chinese brands, according to Millward Brown research:

China's most valuable brands

Only one of the top ten brands is from China – the rest are headquartered in the West – although the report noted that brisk sales in China have helped boost the growth the value of global brands.

One of the success stories of the report was Samsung. The Korean giant grew 51 per cent in value, while Apple only grew by one per cent.

Nick Cooper, MD of Millward Brown Optimor, commented: “Vying for leadership in the smartphone market, Samsung fuelled its huge increase in brand value by balancing a remarkable period of innovation with growing market share – it spent $1.6 billion more on advertising in the last year.”

“Despite a more competitive marketplace and other challengers nipping at its heels, Apple’s ability to maintain its no.1 position demonstrates the value that having a strong brand brings to business. People still love the brand regardless of its stock price,” he said.

Millward Brown’s most valuable global brands:

World's most valuable brands

Millward Brown’s Top 100 Most Valuable Brands study, now in its eighth year, is based on interviews with two million consumers globally about consumer and B2B brands, and includes analysis of the financial and business performance of each company to separate the value that brand plays in driving business revenue and market capitalisation.


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