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Most valuable Chinese brands unveiled

THE School of Management of Fudan University and the Shanghai Institute of Corporate Culture and Brand released a ranking of the most valuable Chinese brands yesterday to mark the first Chinese Brands Day.

China Mobile, Shanghai Automotive Industry Corporation, PetroChina, Huawei, Kweichow Moutai, Tencent, Vanke, Sinopec, China State Construction and China National Offshore Oil Corporation are the top 10 on the first TOP 100 Bund Ranking of the Most Valuable Chinese Brands.

Chinese brands are not well-known in overseas markets, which is not consistent with their capacity and has undermined further development of Chinese enterprises, said Zheng Ming, associate dean of the management school.

One reason for China to designate May 10 as the Chinese Brands Day is to raise the public awareness on this issue and change the situation, she added.

Jiang Qingyun, chairman of the marketing department of the school, said Chinese people used to treat branding as merely advertising, but it’s actually a systematic project, including enterprise structure and research and development.

The ranking therefore focus on companies’ efforts in research and development, innovation and marketing, as well as synergy between innovation and marketing.

The Bund Ranking is helpful both in promoting Chinese brands and in Shanghai’s endeavor in building itself into a metropolis of brands, said Chen Yuehua, director of the Shanghai Brands Office. 


 

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