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Global 2015: 10 YEAR RESULTS | 10. VALUE RISES IN ASIA

Brand value in China up 10-fold in 10 years

North America, home to the BrandZTM Top 10 Most Valuable Global Brands, still comprises two- thirds of the total Brand Value of the BrandZTM Top 100. That Brand Value increased over 137 percent during the past 10 years, a slightly faster growth rate than the Top 100 overall.

The Brand Value of brands based in the UK and Continental Europe also grew, but more modestly over the last 10 years. The value of brands from Australia and from Asian markets, including Japan and South Korea, also steadily appreciated.

During the same period, however, the number of Chinese brands represented in the BrandZTM Global Top 100 increased from just one in 2006 to 14 in 2015, and the total Brand Power of Chinese brands increased 1,004 percent.

In just a decade, China developed from representing only minimal Brand Value in the BrandZTM Top 100 Most Valuable Global brands to being the second center of brand value growth after North America 


Brand value growth velocity shifts to China

The number of Chinese brands represented in the BrandZTM Global Top 100 increased from just one in 2006 to 14 in 2015, and the total Brand Power of Chinese brands increased 1,004 percent. 


BRAND IMPLICATIONS

The competitive landscape is about to change. Chinese brands have so far built value in their home market. But the examples of the technology brand Huawai, and Alibaba, the e-commerce leader, suggest that Chinese brands are following the same arc as Japanese and South Korean brands, moving from low-cost manufacturing to added value, and from regional to multinational. Most Chinese brands will expand first to other fast-growing markets, and these brands move quickly. Many brands from fast- growing markets have already become the key competitors against western brands at the local level. Some of them are turning into key global competitors.