International.
The manufacturer Hisense was chosen as one of the 10 most powerful Chinese global brands, according to the first BrandZ ranking.
The study lists the Asian country's brands that have successfully established a greater presence in foreign markets and consumers' perceptions of them.
This study, conducted by kantar Millward Brown consultancy for WPP (Wire & Plastic Products, a British multinational advertising and public relations company based in London) identifies and classifies Chinese companies according to the strength of their brand abroad. It also reveals challenges and opportunities, and provides vital insights and recommendations. Brands, across nine product categories, are ranked based on their ratings in seven developed markets: France, Germany, Spain, the United Kingdom, the United States, Australia and Japan.
Among the highlights of the report, it is highlighted that among brands of Chinese origin, those established in categories such as electronics and airlines have an advantage over emerging Internet brands (mobile games and e-commerce). However, with 57% of Brand Power, digital brands are the ones that have the most development.
This information reflects a change in the mindset of consumers, who associate Chinese brands as the most innovative in digital devices and services. In addition, the study found that negative perceptions of Chinese products are declining, that tech brands are closing the "recognition gap," that there is great potential for Internet-driven brands, and that Chinese brands tend to operate faster than Western brands.
Lenovo, Huawei, and Alibaba Group, are the top three brands on the list, which also includes the company TCL, belonging to the HVAC equipment segment.
