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Chinese consumers place highest trust in German brands
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17:05, June 18, 2009

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On June 16, the World Brand Lab unveiled the 2009 list of "China's top 500 most valuable brands." The president of the Lab is Robert Mundell, a Nobel laureate in economics and the father of the euro.

With a brand value of over 125 billion yuan, Industry and Commercial Bank of China (ICBC) ranked first in the list for the first time. The Lab research also revealed that Chinese consumers place the highest trust in German brands, while their trust in French brands has experienced the largest decline.

This evaluation was based on financial analysis, consumer behavior analysis and brand strength analysis.

The top five brands also include State Grid, CCTV (China Central Television), China Mobile and China Life Insurance.

Since the first "China's top 500 most valuable brands report" came out in 2004, the highest brand value of Chinese enterprises rose from 61.2 billion yuan to 125 billion yuan, and the lowest brand value increased from 500 million yuan to over 800 million yuan. The number of brands with a brand value of over 10 billion yuan increased from 45 to 67.

This year the total value of the most valuable brands exceeded 3.8154 trillion yuan. The lowest brand value rose to 801 million yuan from 672 million yuan last year. Four brands reached a brand value of over 100 billion yuan, two more than last year.

The brands listed this year involve 28 industries such as food and beverage, textile and garment, media, information technology, household appliance, auto and energy. The food and beverage industry has 71 brands listed, ranking first in terms of the number of brands listed; the media and textile & garment industries ranked second and third, both having 51 brands listed.

In respect of geographic distribution of these brands, Beijing, Guangdong and Zhejiang took the first three positions in terms of brand competitiveness among all provinces and municipalities, with 97, 81 and 50 brands listed, respectively.

Meanwhile, the World Brand Lab has investigated the brand purchase trend of Chinese consumers for three consecutive years through a so-called "Trust Barometer". Relevant surveys covered a total of 25 countries in Asia, Europe, America, Africa and Australasia.

In the sample survey which interviewed more than 5,000 Chinese residents showed that the brand trust in German brands has ranked first for three consecutive years, while the brand trust in US brands has dropped from second to fourth. The brand trust in French brands fell to eighth from third, marking the largest decline; the popularity of Swiss and Japanese brands in China has gradually increased year after year.

Robert Mundell noted that China's current biggest competitiveness lies in its thriving manufacturing industry. During China's economic transformation, he is optimistic about the future of enterprise brands in China's service and agricultural sectors.

By People's Daily Online

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