Mar 27, 2014

Master Kong, Apple are China's 'best' brands: GfK/Serviceplan

GfK (market and consumer insights firm) and Serviceplan (a communications-solutions company) have set up what they claim to be the first brand ranking in China that takes a comprehensive view of the worth of a brand, evaluating it based on both emotional and behavioural dimensions. The report is based on computer-assisted survey of 4,000 individuals, representative of tier-1 through tier-3 cities, in October 2013. This ranking is an extension of an 11-year-old model from Germany.

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Master Kong is the winner in the "best product brand" category.

This model shows the calculation of indicators that make up the ”best product brand”.

Apple is the winner of the "best corporate brand".

This model shows the calculation of indicators that make up the ”best corporate brand”.

Brands are evaluated on a model said to be developed by GfK marketing scientists, which employs the twin criteria of emotional attachment and behavioural loyalty.

Master Kong, Apple are China's 'best' brands: GfK/Serviceplan

Welcome address by Florian Haller, CEO of Serviceplan Group. "In the past, brand rankings have either assessed the success of a brand solely on the basis of how consumers value the brand image or only on the basis of its commercial success on the market."

The 'best brands' awards ceremony was held at the BMW Brand Experience Centre in Shanghai.

The event was hosted by Michele Lean

“The winners are not chosen based on the subjective opinion of a jury, but on consumer perceptions and attachment to the brands,” said Ashok Sethi, managing director of GfK CE China (left).