Doreen Wang, Global Head of BrandZ, Kantar Millward Brown said: “Chinese brand builders aren’t just concerned with reaching a wider global audience, they are aiming to change customers’ perceptions too. Brands that succeed in China’s formidably competitive marketplace are not just out-gunning the competition in terms of innovation, they are deploying an equally powerful weapon – branding.”

Key highlights:

• Innovation is the number one factor attributed to the growth of Chinese brands and perception of innovation is highest among consumers aged 18 – 34 years (millennials).
• Digital media (43%) and in-store display (22%) are the most important media used to drive Chinese brand awareness among international consumers.
• UK demonstrates the most positive attitude towards Chinese brands, while views vary significantly between countries.
• Gap between international and China brands search volume narrows by 29% according to Google Search Index Data.
• China’s Global Brand Builders see themselves as having a higher calling, helping them play their part in building Brand China abroad.
• Chinese state-owned brands have demonstrated their widespread support for the ‘Belt and Road’ initiative. Banks, airlines and China’s heavy manufacturing industry are putting their full weight behind China’s ambitious foreign policy.
• In this year’s Top 50, there are four auto brands; the largest two state-owned oil & gas giants; three state-owned banks and payments networks; and five of China’s airlines.

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