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The Chinese mainland accounted for the bulk of brands listed on the latest China Brand Power Index for 2013.
Recently released by the China Brand Research Center and funded by the Ministry of Industry and Information Technology, the survey found 66 percent of the top brands out of the 170 surveyed sectors were local companies including some from Hong Kong, Macao and Taiwan, while the rest brands were from foreign countries.
In preparation for its third annual survey, the center independently researched the attitudes of Chinese consumers toward products they own or have used.
The goal of the report is to help consumers make wiser purchases and companies to build better systems for brand management.
The Brand Power Index is the most-trusted brand evaluating system chosen by consumers and companies.
The 2013 survey covered 30 cities nationwide and examined the brand awareness and loyalty of 13,500 residents aged between 15 to 60.
The survey lasted 117 days, starting from September 2012, and covers 170 sectors, up from 105 in 2011. A total of 7,600 mainstream brands were included in the evaluation.
According to the survey, Beijing, Guangdong and Shanghai were the three largest sources of domestic top brands, and they contributed a combined 60 percent of the brands. And the United States accounts for half of the foreign top brands, followed by Germany and South Korea, both with 10 percent.
In the 105 sectors included in all three surveys, a total of 79 brands have been listed among the top companies for three consecutive years. The brands included 47 in the category of fast-moving consumer goods, such as Arowana edible oil, Great Wall wine and Blue Moon laundry detergent.
There were also 15 in the durable consumer goods category, such as Samsung color TVs and mobile phones as well as Canon digital cameras. Another 17 brands made a repeat appearance in the service sector, such as Yonghe King Chinese restaurant chains and EMS express delivery.
These brands have adapted to changes in customer demand to win continued loyalty and trust, according to the report.
Notably, a total of 43 top brands, including Lock&Lock storage containers and Wanda cinemas, have maintained their dominant market position over the past two years, with a gap of more than 100 points between them and their closest competitor.
Thirty-five top brands solidified their leads in their respective categories by expanding the gap between them and their closest competitors to larger than 100 points, making them the representative brands of the sector.
These brands include Orion pies, Emma electric bicycles and Hosa fitness clubs.
Some 45 top brands have maintained a relatively weak advantage over competitors in the past two years, which is defined by a lead of less than 50 points on the index.
These include Yili milk, Jeanswest clothing, Lining sportswear, Haier washing machines, Walmart supermarkets and Chinalife insurance.
The market advantage of six brands declined, indicating fierce competition in these sectors. They are - Lay's snacks, Mind Act Upon Mind paper towels, Haier electric water heaters, Sony digital video cameras, Kingston mobile storage devices and Samsung monitors.
A total of 23 top brands were replaced in this year's survey, most of which had a weak advantage last year.
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(China Daily 03/25/2013 page14)