As all brands increase spending, the leaders invest in multi-media
All brands in China increased their media investment at a steady pace over the past three years, another indication that China’s rebalancing and market economy is stirring competition.
The BrandZ™ Top 100 Most Valuable Chinese Brands grew at a slightly faster rate with media spending reaching RMB 51 billion ($8.4 billion) in 2012. Spending by brands in China overall totaled RMB 204 billion ($33.5 billion) in 2012.
Both the BrandZ™ Top 100 Most Valuable Chinese Brands, and Chinese brands overall, relied on a variety of media, with television dominating a mix that included Internet, outdoor, print, radio and TV.
The Top 100 Chinese brands also were more likely to use an integrated multimedia approach for brand communication, with 84 percent using four or five media channels, compared with 56 percent among other brands in China.
Media spending by ownership, SOE vs. market-driven brands, was comparable. The 45 SOE (State Owned Enterprise) brands in the BrandZ™ Top 100 Most Valuable Chinese Brands spent RMB 26 billion ($4.3 billion) on media, while the 55 market-driven brands spent RMB 25 billion ($4.1 billion).
Where the brands spent their media investment diverged slightly, with the market-driven firms dedicating 15 percent to the Internet compared with 7 percent by SOEs.
