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A transformative decade culminates with COVID-19 altering the brand landscape

A transformative decade culminates with COVID-19 altering the brand landscape

Future brand growth requires insights about shifting consumer priorities

On behalf of Kantar and all our associated brands in China, it is a great pleasure for me to introduce this 10th Anniversary edition of the BrandZ™ China Ranking.

Earlier this year, after working with Kantar in New York for several years, I returned to China, where I was born and raised. Just a few weeks later, the COVID-19 pandemic erupted, changing life for all of us.

I mention this personal detail because it informs my role as head of Kantar in China and BrandZ™ globally. As the COVID-19 pandemic tragically illustrated, the human family is inter-connected. Our Kantar mission is to help our clients build brands that improve life for people worldwide.

In China, we are able not only to quickly identify the global consumer attitudes and trends that impact brands, we are also able to interpret them for the Chinese market. Similarly, we also understand how to adapt unique Chinese brand strengths for Chinese brands expanding abroad.

The China brand landscape has changed dramatically over the past decade. In some ways, Chinese brands now lead the world in high quality products delivered with extreme convenience. Consumers drove this change. Their pride in China’s advances is especially evident now, when the 10th Anniversary of the BrandZ™ China ranking coincides with the 70th Anniversary of the founding of the People’s Republic of China.

That sense of national pride, reinforced during the COVID-19 experience, is among the ways that consumer values, attitudes, and behaviors are shifting in this emerging “New Normal.” We devote an entire section of this report to exploring the ways those changes will influence how consumers shop, what they buy, how they interact with media, and their relationship with brands.

To understand those changes in historic context, please see the section of the report called, “Looking Back | Looking Forward: 10 Brand Building Lessons from 10 Years of BrandZ™ Analysis.” The power of this section comes from our ability to combine Kantar knowledge and insight with the unparalleled richness of the BrandZ™ database.

As the world’s leading data and insights consultancy, with 30,000 people working with Kantar worldwide, our research and technology resources are substantial, and our key areas of focus— including brand strategy, brand experience, and innovation— are vital to brand building in China today.

The BrandZ™ database includes information from over 3.8 million consumers about their attitudes (and relationships with) 17,801 brands across over 512 categories in more than 50 country markets. That’s 5.3 billion data points.

As the China market continues to change rapidly, achieving brand value growth will become even more important and challenging. Here are just three important considerations:

// In Addition To Delivering Superior Products And Services, successful brands will demonstrate that they care for their employees, customers, the environment, and the society.

// The Contribution Of Brand Equity,an intangible asset,to a company’s S&P valuation has increased from 37 percent to 41 percent, according to our BrandZ™ analysis.

// Building brands will require a media balance that drives sales performance while building the brand strength necessary to sustain business growth over time.

Using our vast Kantar and BrandZ™ reservoirs of knowledge and intelligence, we can—in category and brand specific ways—help you navigate every emerging challenge and identify and fully develop every new opportunity.

I am available to personally discuss how we can help you and your brand succeed—building valuable brands that add value to people’s lives. Please feel free to contact me directly or contact any of our Kantar leaders listed in the Resources section at the end of this report.


Doreen Wang

CEO, Kantar China and Global Head of BrandZ™