The study, which used a three-step system to assess tangible and intangible elements in determining brand value, ranks the top 100 brands globally. According to the results, six of the top 10 Asia-Pacific brands were from Japan, including Toyota in 10th place, NTT DoCoMo in 23rd and Honda in 36th. Other strong performers included Industrial & Commercial Bank of China and Bank of China grabbing 33rd and 38th places respectively.
Millward Brown Optimor AAP CEO Travyn Rhall cited China’s economic growth and the size of the mainland market as primary factors. “The best way to approach China Mobile is to look at it with respect to a brand like Vodafone,” he said.
“Even though Vodafone might have a greater global footprint with a presence in far more countries, China Mobile’s huge domestic consumer base contributes to its power as a brand.”