World's 100 Leading Brands -- None Are Chinese
Business Week, working with Interbrand, just did a list of the 100 leading global brands and none of the brands are Chinese. Based on its methodology, this should not be a surprise. The article states that "to even qualify for the list, each brand must derive about a third of its earnings outside its home country, be recognizable outside of its base of customers, and have publicly available marketing and financial data." With the possible exceptions of Haier, Tsingtao, and Lenovo, (and maybe a Chinese airline or two) I am not sure there any Chinese company would qualify.
I did search the list for the word "China" and the following companies came up:
- UPS in the number 32 spot. The notes say that its "China-to-U.S. routes are paying off handsomely."
- KFC at number 60. The notes say "Avian flu fears in early 2006 slowed KFC's growth in China, the chain's hottest market, but KFC sales are rebounding."
- Rolex at number 72. The notes say "Rolex remains the ultimate luxury brand worldwide, and with strong sales in China, its appeal continues to spread."
- Hennessy at number 83. The notes say "the French cognac maker is pushing for growth in China and India."
Interestingly, however, Business Week also did a list of China's top 20 brands, which consisted mostly of Telecoms (China Mobile, China Telecom and China Netcom), Banks (Bank of China, China Construction Bank, China Merchants Bank, Bank of Communications) and alcohol producers (Moutai, Wuliangye, Changyu. China Life (insurance), Ping An (insurance and financial services), Lenovo (computers), Netease (internet gaming), Gome (electronics retailer), ZTE (telecom equipment maker), Air China (airline), Vanke (property developer), Gree (air conditioner maker and retailer), and China Overseas Property (property developer) round out the list.
Business Week also did a list of five additional companies that "remain largely or wholly state owned or suffer from anemic profits so they did not make the Interbrand list. But they are plenty well known," consisting of Haier (appliance maker), Tsingtao (beer), Tongrentang (traditional medicine), CCTV (media) and Mengniu Dairy (food).
Would someone please explain why Huawei failed to make this list?
For those interested in reading more on these lists, check out the following:
Comments (3)
Read through and enter the discussion by using the form at the endCraig Maginness - August 31, 2006 10:51 AM
As with everything else in the ever flatter global marketplace, it is getting to be more and more of an academic exercise to associate a brand's significance with its country of origin. As an example from your list, Tsingtao is the largest brewer in China, but Anheuser Busch owns a 27% equity stake as well as additional economic interests resulting from credit extended to the company. As discussed in A-B's most recent annual report, they also hold 2 of the 11 board seats and have day-to-day involvement with on-site management teams in brewing ops, strategy and finance. A full 17% of A-B's sales by volume come from its interests in foreign partner operations such as Tsingtao. Through its stake in Tsingdao, as well as its ownership of two other Chinese brewers, China is A-B's second most important market after the U.S. and not surprisingly the discussion of it's international brands in its annual report leads off with a picture of some hip young Chinese enjoying a Budweiser (which is I am told the only brand other than Tsingtao that has nationwide distribution in China). Two of the four bottles featured in a photo highlighting the company's international brands are Chinese -- Tsingtao and Harbin. (You can view these in the international brands section of A-B's 2005 annual report at
wen lie,
Craig Maginness
China Law Blog - August 31, 2006 11:48 PM
Craig --
Thanks for checking in. You make a good point. Amazingly, even though I am a big fan of Tsingtao beer (particularly the almost tasteless variety found in China), and even though I have spent a considerable amount of time in Qingdao (the new spelling of Tsingtao), driving by the brewery many times, I did not know about the A-B connection.
I love playing a game with my 9 year old on cars, asking her to tell me in what country the company is based and where the car is actually made (probably). I am going to have to start playing the same game with her on beer .... wait a second, maybe I had better think of some other, tamer product.
Telecom Equipment - June 25, 2008 4:44 AM
World's 100 Leading Brands....
yeah 80% american brands and just 20% left for EU. NO wonder that there is no space left for Asian brands...