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Brands

2018 BrandZ Top 100 Most Valuable Global Brands Report

Tech, content and creativity drive biggest rise in BrandZ Top 100 Most Valuable Global Brands. China accounts for three fastest rising brands as Chinese brands grow at double the pace of US brands.

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2018 BrandZ Top 100 Most Valuable Chinese Brands Report

Brands pursue the ‘Chinese Dream’, growing total brand value by a record 23% to US$683.9 billion.

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Where has all the creativity gone?

The best creative comes from giving the agency a great brief and letting them do their job, and making sure that the brief starts with the job to be done, rather than with the leverage of the latest ad tech.

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The long and winding road of innovation

Before brands start to bankroll their next wave of innovation projects, they need first get a systematic understanding of innovation process.

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Study calls for more action to tackle gender equality challenge

The second annual joint study on gender equality in the media and marketing industry in APAC region by Kantar and Campaign. The challenge is still there and the change is very little.

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Simplifying a luxury brand logo is not that simple

If a brand’s positioning has shifted, its logo should be, and has to be, changed accordingly.

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From The Archive

Kantar has identified three hotspots of potential growth for Chinese brands in specific product and service categories: Middle East, India and Indonesia.
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Most Chinese brands lag well behind foreign rivals on product features, design and communications. But they still have a chance to come from behind.
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Strength of Chinese brands overseas is growing fastest in Japan, France and Spain.
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The real question is how you get brand building and sales activation to work synergistically over time to grow sales and profits.
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Panos Dimitropoulos is Human & Cultural Practice Lead, Asia and Developing Markets.

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Doreen Wang is Global Head of BrandZ, Millward Brown.

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Coco Wu (吴娟辉) is Cultural Strategy Consultant at Kantar Consulting, China.

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Snow Chen is project executive, human and cultural, Kantar Consulting.

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Latest Stories

Skincare and makeup categories grow 13% and 17% respectively during 2018, outperforming total FMCG.

A review of Hong Kong’s banking and insurance digital ads show a skewed portrayal of women.

Amazon maintains the world’s most valuable retail brand title. Alibaba’s brand value jumps 48% to become new No.2, ahead of McDonald’s.

Newcomers add fuller view of fast-changing market

Total brand value grows a record 30% to US$889.7 billion. Alibaba the new No.1, having grown its brand value by 59%.