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China and the rise of the BRICs

20 January, 2011

International launch of the BrandZ Top 50 Most Valuable Chinese Brands

LONDON — Millward Brown, part of WPP, today marks the inaugural international presentation of the BrandZ Top 50 Most Valuable Chinese Brands with a distinguished lecture and discussion at Cambridge Judge Business School’s Centre for International Business and Management (CIBAM).

The joint CIBAM and WPP event will address the challenges and opportunities presented by the BRIC markets, with a particular focus on China in light of the launch of the BrandZ Top 50 Chinese Brands ranking.

Leading experts, including Professor Noreen Hertz, Professor of Globalization, Sustainability and Finance, Duisenberg School of Finance and Rotterdam School of Management, and Prof. Peter Williamson, Professor of International Management, Cambridge Judge Business School,will participate in a panel to provide valuable insight on each of the BRIC markets. Will Galgey, Global CEO of The Futures Company will deliver a presentation on the challenges of building and protecting brand equity in emerging markets.

Doreen Wang, Group Account Director, Millward Brown, will introduce the Top 50 Most Valuable Chinese Brands and explain the three brand principles essential for successful Chinese enterprises operating at home and abroad: clarity of purpose, a great product experience, and a trusted relationship with the consumer.

The BrandZ Top 50 Most Valuable Chinese Brands span 19 different categories, reflecting the diversity of leading brands in the Chinese economy, and represent a total value of US$280 billion, equivalent to just over 5 percent of the Chinese economy.

The full China Top 50 ranking can be seen here.

Commenting on the event, Eileen Campbell, Global CEO, Millward Brown said, “Our launch of the Most Valuable Chinese Brands ranking is a clear reflection of just how important the Chinese market is to us and to WPP and we are delighted to be collaborating with CIBAM for this event.”

Commenting on the event, Dr Christos Pitelis, Director of CIBAM, said “This event highlights the leadership of CIBAM in understanding the growing importance of China and the BRICs, and is another example of our continued collaboration with WPP.”

Podcasts featuring highlights from the event will be posted to shortly after the event.

For photos or more information, please contact:
Miquet Humphryes
Millward Brown
Tel: +44 1926 826179

Background and Methodology
Developed for WPP’s operating companies by Millward Brown, the BrandZ Top 50 Most Valuable Chinese Brands ranking is the only study to combine measures of brand equity based on interviews with over 35,000 consumers in China with a rigorous analysis of the financial and business performance of each company (using data from Bloomberg and Datamonitor) to separate the value that brand plays in driving business revenue and market capitalization.

Criteria for selecting Chinese brands for inclusion in the Top 50 ranking were:
1. Brand must originally have been created by a mainland Chinese enterprise
2. Brand must be owned by a publicly-traded enterprise
3. The publicly-traded enterprise must report positive earnings

Consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership. The methodology mirrors that used to calculate the annual BrandZ Top 100 Most Valuable Global Brands, now in its fifth year.

About Millward Brown
Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 78 offices in 51 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments) and Dynamic Logic (the world leader in digital marketing effectiveness) and Firefly Millward Brown (a global qualitative research business). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.

About WPP
WPP is the world’s largest communications services group. Through its operating companies, the group provides a comprehensive range of advertising and marketing services including advertising; media investment management; consumer insight; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing and specialist communications. The company employs over 141,000 people (including associates) in 2,400 offices in 107 countries. For more information, visit  

About Cambridge Judge Business School, University of Cambridge
Cambridge Judge Business School is internationally recognised as one of the leading providers of innovative, intellectually challenging and practical business management education across a portfolio of undergraduate, graduate and executive programmes. As a fully integrated department of a world renowned university, Cambridge Judge Business School hosts one of the largest concentrations of interdisciplinary business and management research activity in Europe. Built on an ethos of collaboration, the School is a unique place where policy makers, regulators, industry leaders, not for profit organisations, entrepreneurs and academics can meet, interact and share ideas. Cambridge Judge Business School delivers business education for the 21st Century networked economy, fostering collaborative leadership skills, developing communities of partners to meet the challenges of the new global business landscape. Ranked 21st in the 2010 FT Global Rankings of business schools, 30th in the 2010 Economist Intelligence Unit Global MBA Rankings, and 3rd in the 2009 Forbes Global Rankings for one year MBA programmes, the Cambridge MBA sits alongside the very best in the world.  

About CIBAM (Centre for International Business And Management)
CIBAM aims to deepen the understanding of internationalisation and managing in the global economy. It draws upon the expertise of its Advisory Board, a group of eminent industrialists, chaired by Sir Martin Sorrell, CEO WPP, and its international staff and associates. It conducts research, seminars, workshops, biannual Global Business Symposia in Cambridge and also provides consulting services in the following areas: international business theory and strategy, foreign direct investment, clusters, networks, alliances and competitiveness, national competition, industrial and competitiveness policies, privatisation, (de)regulation, Human resources and intercultural strategic management, transition and emerging economies.

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