After North America, Asia is the most represented region in the BrandZTM Top 100 Most Valuable Global Brands – in number of brands, with 21, and in regional contribution to Top 100 Brand Value, with 17 percent.
The Asia Top 10 grew 25 percent in Brand Value, substantially outpacing the healthy 14 percent overall brand value growth of the BrandZTM Top 100 Most Valuable Global Brands. Chinese brands primarily drove the Asia performance, despite the slowdown of the country’s economic growth.
Eight of the Asia Top 10 brands are Chinese; they come from technology, retail, telecom providers, banks and insurance categories. Japan and South Korea are represented with one brand each, in the cars and technology categories respectively. Alibaba, the Chinese e-commerce giant in the BrandZTM Global Top 100 ranking for the first time following its record IPO, helped drive the Asia Top 10 Brand Value. But so did the 43 percent brand value increase of Tencent, the Internet portal; the 35 percent rise of Baidu, the search engine; and a 44 percent brand value increase for China Life.
Although Japan’s weaker economy slowed the brand value rise of Toyota, it remained the world’s most valuable car brand. Samsung's brand value declined a bit, but the South Korean brand remained well positioned to compete in mobile devices and the smart devices and appliances needed for the connected home.