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China 2015: RESOURCES | BrandZTM Brand Valuation Methodology


The brands that appear in this report are the most valuable in China.

They were selected for inclusion in the BrandZ Top 100 Most Valuable Chinese Brands based on the unique and objective BrandZTM brand valuation methodology that combines extensive and on-going consumer research with rigorous financial analysis.

The BrandZ valuation methodology can be uniquely distinguished from its competitors by the way we obtain consumer viewpoints. We conduct worldwide, on-going, in-depth quantitative consumer research, and build up a global picture of brands on a category-by-category and country-by-country basis.

Globally, our research covers two million consumers and more than 10,000 different brands in over 30 countries. This intensive, in-market consumer research differentiates the BrandZTM methodology from competitors that rely only on a panel of “experts” or purely financial and market desk research.

Before reviewing the details of this methodology, consider these three fundamental questions: why is brand important; why is brand valuation important; and what makes BrandZTM the definitive brand valuation tool?


Brands embody a core promise of values and benefits consistently delivered. Brands provide clarity and guidance for choices made by companies, consumers, investors and other stakeholders. Brands provide the signposts we need to navigate the consumer and B2B landscapes.

At the heart of a brand’s value
is its ability to appeal to relevant customers and potential customers. BrandZTM uniquely measures this appeal and validates it against actual sales performance. Brands that succeed in creating the greatest attraction power are those that are:


In any category, these brands appeal more, generate greater “love” and meet the individual’s expectations and needs.


These brands are unique in a positive way and “set the trends,” staying ahead of the curve for the benefit of the consumer.


They come spontaneously to mind as the brand of choice for key needs.


Brand valuation is a metric that quantifies the worth of these powerful but intangible corporate assets. It enables brand owners, the investment community and others to evaluate and compare brands and make faster and better-informed decisions.


BrandZ is the only brand valuation tool that peels away all of the financial and other components of brand value and gets to the core—how much brand alone contributes
to corporate value. This core, what we call Brand Contribution, differentiates BrandZ