Chinese companies gain in global brand power rankings

Brand power of Chinese brands tripled to 15 percent in 2018 from 5 percent in 2017, an indication of the robustness and competitiveness of Chinese companies, according to a recent report.

The report, "2019 BrandZ Top 50 Chinese Global Brand Builders", jointly prepared by advertising holding company WPP, its research firm Kantar Millward Brown, and Google showed that brand awareness grew fastest in countries like Japan, France and Spain, making them the emerging growth hubs.

Chinese brands from sectors like mobile games witnessed increasing awareness in Japan, while fast fashion brands like Zaful saw traction in markets like France and Spain, representing significant growth opportunities for Chinese companies wanting to expand into these markets, said Doreen Wang, global head of BrandZ at Kantar.