Global Releasing of “The 7th (Daguan·Keweiwei) China Brand Value Top 100” and “The 2nd World Brand Value Top 900”

January 14 17:33 2022
Highlight “Global Diplomats’ Chinese Culture Night”. Build World Brand Value for “One Belt, One Road”

After nearly a year of data collection and calculation by researchers, and after review by many evaluation experts, scholars and agencies, today, on January 13, 2022, at the China World Hotel in Beijing, ” The 7th (Daguan·Keiwei) China Brand Value Top 100″ and “The 2nd World Brand Value Top 900” was released globally at the “Global Diplomats’ Chinese Culture Night” and “China Brand Value Forum”.

This year’s rankings fully affirms the efforts brought by the world’s top 900 companies on brand value economy in today’s world, which bringing achievable quality returns to the better development of the world. The achievements of continuous innovation, research and development as well as production from all walks of life (especially in today’s period when the epidemic is rampant) has brought the possibility and hope of a better tomorrow to the people of the world.

The vast Chinese market and the rapid economic development in recent decades have helped shapened the professional ability and quality of Chinese enterprises. The reform and opening up has ushered in the help and participation of many top international enterprises. China has long become a good friend of the world’s investment community.

The “One Belt One Road” policy has strengthened the world’s awareness of today’s outstanding Chinese enterprises, and demonstrated that China has promoted international friendly exchanges and cooperations with positive practical actions.

Expand Global Brand Power of China Brand Value Standa

Dissminate the Status of Global Brand Enterprises with China Brand Value Standard

Highlight the Broad Market Prospect of China Brand Value Standard

To Realize Chinese Brand Value Evaluation Standard and Reach the New Level of World Brand Value Ranking

As the spokesperson of the conference, Ms Song Jinghong, the researcher of Peking University’s China Brand Value Evaluation and Research Platform as well as the CEO of Daguan Keweiwei Brand Valve China Network, released the ranking of “the 7th (Daguan·Kewei) China Brand Value Top 100” and “The World Brand Value Top 900”.

The total brand value of “The 7th (Daguan·Keweiwei) China Brand Value Top 100” are 11,597.012 billion RMB, and the average brand value are 115.970 billion RMB. Alibaba, Tencent Holdings, TSMC rank the top three. Industrial and Commercial Bank of China, China Construction Bank, China Mobile, Kweichow Moutai, Ping An of China, Bank of China, and Cathay Pacific Financial Holdings rank 4th to 10th on the list. The total brand value of “The 2nd World Brand Value Top 900” are 1,138,819.38 billion RMB , and the average brand valuea are 126.535 billion RMB. Apple, Amazon, Microsoft, Google, United Health Group, Pfizer , Facebook, Johnson & Johnson, Saudi Aramco from Saudi Arabia and Goldman Sachs Group ranke top 10. A vertical comparison of the brands on the list over the years allows us to observe the development and changes of different industries and reflect the current economic situation in a microscopic way and to glimpse the future development trend.

Ms Song Jinghong, the researcher of Peking University’s China Brand Value Evaluation and Research Platform as well as the CEO of Daguan Keweiwei Brand Valve China Network

On the ranking of “The 2nd World Brand Value Top 900”, there are 11 out of the top 100 are Chinese companies: Alibaba, Tencent Holdings, TSMC, Industrial and Commercial Bank of China, China Construction Bank, China Mobile, Kweichow Moutai, Ping An of China, Bank of China, Taiwan Cathay Financial Holdings, Agricultural Bank of China. Seven of them are from Japan: SoftBank Group, Toyota Motor, Sony, Nintendo, Nippon Telecom, Mitsubishi Group, Honda Motor. Five from UK: GlaxoSmithKline, Aviva, Prudential, Unilever, AstraZeneca. Five are from Germany: Volkswagen, Allianz, Siemens, Deutsche Telekom, Munich Re. Five from Switzerland: Novartis, Nescafé, Roche, Swiss Life Holdings, Zurich Insurance Group. Four from France: AXA, France National Life Insurance, L’Oreal, Total. One from Sweden: Ericsson. Three from South Korea: SK Hynix, Samsung Electronics, Hyundai Motor. Four from Canada: Manulife Financial, Bauer Group Canada, Sun Life Financial, Royal Bank of Canada. Two from Australia: BHP Billiton, FMG Group. Two from India: Reliance Industries, Indian Oil Corporation. One from Saudi Arabia: Saudi Aramco. One from Denmark: Novo Nordisk. One from Belgium: Anheuser-Busch InBev. Two from Italy: Generali Insurance, Italian Post. Netherlands No. 1: Royal Dutch Shell. One from Spain: Banco Santander. One from Brazil: Petrobras. One from Russia: Norilsk Nickel. On the ranking of “The 2nd World Brand Value Top 900”, 42 out of the top 100 companies are from the United States.

Since the end of 2019, the world has been ruthlessly impacted and swept by the epidemic, and the entire economy has undergone a qualitative test in shock. Compared with previous industries, the changes in aviation, catering, and tourism are more obvious. The rapid reshuffle and strong elimination of the industry have exceeded the predictions of too many economic circles.

In particular, economic activities in Western Europe, North America, and East Asia have caused problems in the global supply chain due to the spread of the epidemic, which has seriously affected operating income. In the mournful wait-and-see, we are delighted to see that many world’s top brand enterprises take the national social responsibility with their values and bravely stand at the forefront. With their enduring brand innovation characteristics, they lead the rapid economic transformation and breakthrough of various countries. The brand value economy lights up the hope and make people believe that “Tomorrow will definitely be better”.

At today’s global press conference of “The 7th Daguan·Keweiwei China Brand Value Top 100” and “The World Brand Value Top 900”, Ms. Song Jinhong solemnly recommended and introduced the “China Brand Value Evaluation Standard”. As a new competitive advantage, it not only wins development opportunities for itself, but also shares opportunities with the world.

Chinese Brand Value Evaluation Standard

With scientific international brand fairness standards, it gives back to the world’s attention and influence on the ranking of China Brand Value Evaluation Standards.

The “China Brand Value Evaluation Standard” is systematic, authoritative and reliable. It integrates the innovation products by scholars from Peking University, Tsinghua University, Central Policy Research Office, National Development and Reform Commission, State-owned Assets Supervision and Administration Commission, Ministry of Finance, National Bureau of Statistics, People’s Bank of China, Beijing Normal University, Communication University of China and other units. Gathering professional talents in economic theory analysis, finance and financial analysis as well as mathematical analysis, China Brand Value Evaluation Standard is equipped with great capabilities of data collection, processing and comparative analysis and is thus more comprehensive and more practical.

The “China Brand Value Evaluation Standard”, on the basis of more than 80 indicators of 34 categories in 7 dimensions, including brand leadership, product and service quality, innovation capabilities, legal rights, brand building, social responsibility and financial performance, establishes a relatively complete comprehensive index system and emphasizes the operating rules and status of the brand system and future development trends. It thereby conducts a cautious and comprehensive evaluation of the formation, survival and development of the company’s brand.

The brand value evaluation system not only examines the 7 dimensions of brand leadership, product and service quality, innovation capabilities, legal rights, brand building, social responsibility, and financial perform.

Comparing the national standards and international methods of brand value evaluation, the standard establishes the relationship between brand strength and brand revenue risk, which is reflected in the discount rate applicable to the conversion of brand strength scores into brand future benefits. It predicts more reliable and stable brand income in the future, and calculates the brand value under the income method by using the present value method of excess income.

For listed companies, it combines the changes from the market value and evaluates the impact of brands on market value so as to determine the brand value under the market value method. The brand value calculated by thees two methods are fully considered and compared and finally the result on the brand value of the listed company is scientifically evaluated.

China Brand Value Evaluation Standard came into being with a more scientific evaluation system, closely combined with the brand development history of the times, fully grasped the practical application of world brand value, and perfectly combined the more suitable theory with the innovative concept of pragmatic development. It fully demonstrate the brand value return it deserves. Social responsibility, national status, innovation ability, stock price performance have all created the possibility for the active excellent brand enterprises to enter the world stage of “The World Brand Value Top 900”.

The vast Chinese market and the rapid economic development in recent decades have shapened the growth of Chinese enterprises’ professional ability and quality. The reform and opening up has ushered in the help and participation of many top international enterprises. China has long become a good friend of the world’s investment community.

The “One Belt One Road” policy has strengthened the world’s awareness of today’s outstanding Chinese enterprises, and demonstrated that China has promoted international friendly exchanges and cooperations with positive practical actions.

Last year’s ranking of “the 1st World Brand Value Top 900”, there were 53 American companies and 7 Chinese companies (including Hong Kong, Macao and Taiwan) from the top 100.

But this year, among the top 100 companies from “the 2nd World Brand Value Top 900”, 42 of them are American companies while 11 are Chinese companies (including Hong Kong, Macao and Taiwan).

Chinese Brand Value Evaluation Standard: strengthen the brand building of Chinese enterprises which are worthy of international trust with national strength, and strengthen the brand quality of the whole people.

The world has seen that China, with its rapid response management capabilities, quickly restored national order amid the spread of the global epidemic.

(1) Since 2021, the Chinese enterprises which have entered the world brand rankings do not only expand their advantages in quantity, but also improve their business conditions in a horizontal comparison. In 2020, China is the only major economy in the world to achieve positive trade growth, and the scale of imports and exports throughout the year has reached record high. The growth of international trade has promoted the recovery and stable development of Chinese enterprises.

(2) After experiencing a “cliff-sharp” decline since the epidemic, global foreign direct investment showed a rebound in the first half of 2021, and China’s actual use of foreign capital continued to maintain double-digit growth on the basis of contrarian growth. Global energy prices have soared, and some countries have sounded the alarm on energy supply. China has made every effort to ensure energy supply. The once-stretched supply of electricity and coal tends to ease, effectively supporting industrial production and ensuring people’s livelihood needs.

(3) Affected by factors such as loose monetary policy and supply bottlenecks, global inflationary pressure has risen, China’s overall price level has remained within a reasonable range, and the supply and price of important commodities for people’s livelihood has been stable, becoming an important stabilizer for global prices.

This year marks the 20th anniversary of our country’s accession to the World Trade Organization. From “world factory” to “world market”, from “made in China” to “created in China”, China has entered a brand new height and reshaped cooperation and competition in the construction of a new development pattern. The new advantages not only win development opportunities for itself, but also share the vision of brand value economy with the world.

The releasing of the rankings of “The (Daguan·Keweiwei) China Brand Value Top 100” and “The World Brand Value Top 900” which was evaluated on the basis of China Brand Value Evaluation Standard have made the vast Chinese and more people at home and abroad understanding the current situation of global brands. The standard is created to discover the advantageous achievements brought by brand value, and to truly disclose the value of international brand enterprises with a fair, notarized, fair and responsible professional attitude, which obtain great research and reference value. More than 1,000 mainstream media around the world disseminate the rankingt, and the evaluation standard is published on the (www.bvrcn.com) “Daguan· Keweiwei Brand Value (China) Network”.

China Brand Value Evaluation Standard is a branding result for both China and the world, helping China’s top 100 brand enterprises and the world’s 900 brand enterprises contribute their brand achievements with more social value to the world’s brand value economic development. Let more people in the world support these trustworthy international brand enterprises.

The “Global Diplomats’ Culture Night” is a multilateral exchange platform connecting China and the world. “The 7th (Daguan·Keweiwei) China Brand Value Top 100” and “The World Brand Value Top 900” are helping to build the world brand value of “One Belt One Road” policy. More than 160 global diplomats participated in this rosperous brand forum which has been recognized and praised by experts and scholars from all over the world. They are full of confidence and admiration for the scientific and rigorous, responsible and serious attitude of the world brand value ranking based on China Brand Value Standards.

Wang Yan,chairman of the committee of Global Diplomats’ Chinese Cultural Night, made a speech: Let us grasp opportunities which can promote more Chinese brands go out of China to the world,and tell Chinese story vividly.

Chen Jun,Asian Economic Development Association of China, made a speech: Brand is a significant representation of national economy, a crucial carrier of enterprises‘ core competitiveness as well. We should make efforts together to achieve the strategy that brand power strengthen national power.

His Excellency H.E.Mr.Dumitru Pereira, Cuban Ambassador to China, Carlos Miguel Pereira said, “Brands have become an indispensable and important element in today’s world trade and economic exchanges. The ranking of “Daguan·Keweiwei World Brand Value Top 900” has brought surprises to the world. We are very impressed with the pragmatic, innovative and meaningful world activities held by the Chinese enterprise Daguan·Keweiwei.

Jin Xu, president of the Chinese Association of International Trade of the Ministry of Commerce, said: brands have a significant impact on enterprises and the development of the country. Chinese brands have developed from weak to strong, from less to more, and started a new era of brands going abroad gradually.

There are also representatives from the Global 500 companies who made wonderful brand speeches.

Special thanks to Zhou Haijiang, Chairman of Hongdou Group, for his wishes of “China Brand Value Standard, World Brand China Tour” for the event.

“The 7th Daguan·Kewei China Brand Value Top 100”

“The World  Brand Value Top 900”

“The 7th Daguan·Kewei China Brand Value Top 100” and “The World  Brand Value Top 900” are created on the basis of China Brand Value Evaluation Standard which adheres to the principles of sustainable operation, economic value, expected returns, financial stability, and timeliness based on the public data and capital market data in the last four years. Combined with consumer research data, this paper carries out multi-dimensional, systematic and detailed data collection and analysis.

On the basis of “China’s Brand Value Evaluation Standard”, theoretical methods such as Portfolio Investment Theory, Capital Asset Pricing Model, Arbitrage Pricing Theory, Market Efficiency Hypothesis, and Brand Value Evaluation Method are referenced. It combined brand strength indicators, such as brand leadership, product and service quality, innovation capabilities, legal rights, brand building, social responsibility, financial indicators, high-level governance, stock market performance, and negative public opinion of the listed companies, and then analyzed the status quo of their brands. The whole evaluation system involves a total of 11 dimensions and 45 categories and more than 100 elements. A complete index system suitable for evaluating listed companies has been established, and a comprehensive and cautious comprehensive evaluation of brands is then carried out. The brand strength coefficient focuses on the operation rules and conditions of brands and capital markets, and takes into account the volatility and risk of the stock market, which is more in line with the characteristics of the capital market.

Comparing the national standards and international methods of brand value evaluation, it establishes the relationship between brand strength and brand revenue risk, which is reflected in the discount rate applicable to the conversion of brand strength scores into brand future benefits, and predicts the brand’s future benefits. The more reliable and stable brand income is obtained, and the brand value under the income method is calculated by the present value method of excess income. At the same time, due to the ever-changing capital market and real-time changes in stocks on trading days, combined with changes in the market value of listed companies, we evaluate the impact of brands on market value, and determine the brand value under the market value method. The brand value calculated by the two methods is compared, and after comprehensive consideration, the brand value of the listed company is finally scientifically evaluated. The new evaluation method makes the brand value evaluation method more learned, more diverse, and more in line with the capital market situation.

In short, China Brand value Evaluation Standard not only considers the expected revenue of the brand, but also takes into account the actual situation of the market. It is a comprehensive analysis and evaluation of the income method and the market value method.

In general, the changes in the number of industries included in the ranking are mainly driven by factors that affect the brand value of companies. First, the industry environment. Second, macro policies and regulations. Third, brand building. Fourth, stock market performance. And fifth, financial data. Among the companies on the rankings, the brands whose value has risen rapidly have a favorable industry environment, broad market growth prospects, leading industry positions and high market positions. Industrial policies play an encouraging role in the development of enterprises, and policies and regulations help drive the sound development of business. Enterprises can gain greater market coverage and share, increase market influence, and greatly increase brand building opportunities. The expansion of business scale has brought dazzling capital market performance and excellent financial results. Various factors promote each other to enhance the brand value. On the contrary, industries with fewer listings and companies with greatly reduced brand value are more or less powerful in the above brand value drivers.

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