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RECORD VALUE RISE REVEALS PROSPECTS FOR FUTURE GROWTH
REPORT DETAILS BRAND BUILDING IMPERATIVES
David Roth
CEO, The Store WPP, EMEA & Asia
David.Roth@wpp.com
Twitter: @davidrothlondon
Blog: www.davidroth.com
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Two recent developments compounded my strong
belief in the vitality of brands in today’s China and in the
potential for growth. Reviewing the preliminary valuations
for this year’s BrandZ™ China Top 100, I realized that
we’d surpass all prior year-on-year value increases. In
President Xi Jinping’s speech to the 19th Party Congress,
I recognized a vision for China in which brands can play a
long-term constructive role.
President Xi outlined his plans for
what he termed, “the rejuvenation of
the Chinese nation.” While President
Xi rightly extolled China’s remarkable
economic growth over the past three
decades, he also detailed the need
to help more Chinese people live a
better life, and to elevate China’s global
stature, commensurate with its many
contributions to civilization.
President Xi calls his ambitious national
mission statement the Chinese Dream.
He expects the dream to guide China’s
activities over the next three decades,
coming to fruition at mid-century,
for the centennial anniversary of the
People’s Republic of China. Progress
likely will fluctuate with the economic
and geopolitical forces of real world
competition and cooperation.
But the possibility for sustained
brand growth is clear. Brands exist to
improve people’s lives in some way,
and President Xi was explicit about
the ways in which he wants to see the
lives of Chinese improved. He asked for
greater progress in poverty alleviation,
narrowing the income gap among
regions, and improving employment,
education, healthcare, and housing.
President Xi also argued for conserving
China’s natural beauty and being
environmentally responsible in the
pursuit of economic growth. And he
advocated for the development of
industries that innovate and leverage
the internet, data and artificial
intelligence.
To achieve these goals, President Xi
wants to accelerate market reform,
which means promulgating regulations
that promote fair competition. In
enumerating these aspects of the
Chinese Dream, President Xi actually
articulated a blueprint for brand
success. But understanding and
following the blueprint to build valuable
brands requires additional knowledge
and insight.
Go to brandz.com to learn more.
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