2022 "Asian Brand 500" was officially released

On September 22, the "Asian Brand Conference" hosted by World Brand Lab was held in Shanghai. At the meeting, the "Fortune 500 Asian Brand" rankings were released at the meeting. This is the 17th time of the world's brand laboratory to evaluate the influence of Asian brands. A total of 20 countries and regions have been selected. On the list.

The criteria for judging the Top 500 Asian Brand are the brand's Asian influence. The basic indicators of Asian brand influence include Market Share, Brand Loyalty, and Asian Leadership. There are a total of 20 brands in 20 countries and regions of the Asian brand. A total of 214 brands selected by China (including Hong Kong, Macao and Taiwan), accounting for 42.8%of the entire Asian brand 500, ranking first, of which mainland China enters the list brand. 170; Japan and South Korea ranked second and third, with 133 and 49 brands selected.

Steve Woolgar, chairman of the World Brand Laboratory Academic Committee and Professor of Oxford University, believes that Asia has more than 4 billion people, accounting for 60%of the world's population, and is still the world's most potential economy. Therefore, establishing a brand in Asia is a great market.

The theme of this year's "Asian Brand Conference" is "how the Asian brand has risen in the global economic turmoil." Jean Claude Larreche, a professor of marketing professor of the European Business School of Management, believes that in the current global economic turmoil, the brand needs to be supported by all aspects of the enterprise in order to better survive Difficulty. Brand construction is not only completed through marketing, but also plays a very important role. Brands should first review and measure their sales channels and sales methods, and then decide how to establish a strong relationship with the sales process and value creation (including customer value and corporate value). That is, how to connect the brand value to the realistic ecology and stick its products and brands together.

John Deighton, a professor of management from Harvard University of Business School, believes that most of the current Asian brands have a healthy development and a good development trend. First of all, the Pan -Asian style is starting to start with young people around the world. In the past two or two decades, the Asian brand has been a popular aesthetic; second, the Asian brand has deep cultural heritage, and the elements contained in culture can help strengthen strengthening brand. In this regard, the excavation of Chinese culture is very helpful for the globalization of Chinese brands; third, the Asian brand has a very large consumer market. For example, in the United States, at least 5 million people agree with Chinese brands, which is also the reliance of Chinese brands. Finally, in terms of distribution, people prefer Asian -style retailers, and they are no longer those tall stores.

Ding Haisen, CEO of the World Manager Group and a member of the expert group of the World Brand Laboratory, believes that with the continuous development of consumers, the interaction between consumers and brands will continue to develop. The brand must consider its entire consumer experience, and online and offline need. Everything should be gathered in a cohesive brand story so that the physical experience can supplement the online experience. Brands can also expand brand immersion by creating a real ecosystem. William Mundell, vice chairman of the World Brand Labs Consultant Committee, believes that the new crown epidemic affects consumer behavior and people are increasingly aware that sustainability must be everyone's responsibility. Therefore, the brand must be a carrier of sustainable development.

World Brand Lab is an international brand value research institution. It is wholly -owned by the world's leading digital technology and strategic consulting company, the World Manager Group. Professor Robert Mundell proposed to create and serve as the first chairman, and the current chairman is Steve Woolgar, a professor at Oxford University. Experts and consultants of the World Brand Lab are from Harvard University, Yale University, Massachusetts Institute of Technology, Columbia University, Oxford University, Cambridge University, European School of Business Administration. Important basis for evaluation. "Asian Brand Fortune 500" has been released once a year since 2006.

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