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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

We ask the CMO Moves podcast host to do some meta analysis on her little black book…
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In a category where brands are struggling against commoditization, leading personal care brands are exploring their options.
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Strong performances at experience, exposure and activation add up to an overall increase of 46% across three years.
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The journey from value brand to premium is not an easy one. But it’s one that many Chinese companies are trying to make.
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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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