Bank, Beer, Apparel Brands Make Top 50
These four brands appeared for the first time this year in the BrandZ™ Top 50 Most Valuable Chinese Brands ranking.
Bank of Communications not only earned a place in the ranking, it landed well toward the top at Number 15. The financial institution earned 20 percent of its earnings from retail banking, a key eligibility criterion of the BrandZ™ China Top 50 ranking.
Both brand and financial factors drove the brand's appreciation in value. During 2012, Bank of Communications raised $4.7 billion in a stock offering on the Shanghai Exchange. However, the bank also took long-term, brand building steps with an event-based marketing campaign aimed at cultivating loyalty.
Apparel brands Youngor and Semir successfully grew value in a category where many of the contenders suffered from slowing demand, excess inventory and foreign competition. Youngor benefited from a menswear shift in tastes away from the excessively casual to more somewhat smarter attire. Semir continued its focus on casual clothing for youth and invested both in its network of more than 4,000 stores and in optimizing its supply chain.
Harbin continued its rise from a regional player to a national beer brand. The brand linked advertising and promotion to sports, including the 2010 World Cup and, more recently, the National Basketball Association. Like the other newcomers, Harbin carved a distinctive niche in a crowded and competitive category.