The market research firm Millward Brown has just released the 2012 edition
of its ‘BrandZ most valuable Chinese brands top 50’ report. It sees more
Chinese tech firms that ever on the list, including well-known names in social
media.
Indeed, some tech brands are growing most quickly in terms of what’s called
“brand value” – that’s a measure used by some analysts derived from a company’s
ability to generate demand, based partially on forecasted earnings. The
report’s authors note that “this explosion of [brand] value suggests the
enormous influence that Chinese brands exert and their potential impact on
markets worldwide.”
One successful example is the local manufacturer Haier, who launched a mini-site about energy conservation to coincide with
Earth Hour. Chris Maier, the research company’s director of digital media,
notes:
Haier’s Earth Hour website received over 1.5 million visitors after only 10
days online, indicating the success of social media as a platform for Haier to
spread its message of promoting a smarter life for a better planet.
Importantly, the Earth Hour initiative is very much in line with Haier’s
renewed brand positioning as a developer of sustainable white goods solutions
and producer of environmentally responsible and energy efficient appliances.
It’s that kind of engaged marketing that saw Chinese tech
companies do especially well in terms of their own brand value.
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