There are dozens of storylines swirling in this year’s survey. We select four big ones.
BRAND HEALTH CHECK: After enjoying a good run as China’s top seller, Xiaomi is struggling to retain the spot
CHINA - Momentum has been meteoric for Xiaomi for the past few years in its climb against Apple and Samsung—until Huawei recently dethroned the Beijing-based firm from the top of the Chinese smartphone market.
What will it take for a Chinese brand to be accepted by global consumers? Doreen Wang, global director of Millward Brown's BrandZ describes the path from manufacturer to marketer.
HONG KONG – Digital technology has multiplied the ways brands can reach people. But all the opportunity also means less simplicity. Michael McLaren, global CEO of MRM//McCann, speaks exclusively with Campaign about his vision of using tech to help consumers cut through the clutter and how China is leading the way in some cases.
If you think the Chinese smartphone brand is all about aping Apple, think again.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins