'Made in China': China's Leading Brands 2001

1 Introduction
1.1 Definitions & Report Coverage

This report examines the background and strategies of China's leading domestic brands. The brands are ranked by their values in the marketplace and represent some of the major household names in China many of which have the potential to become global brands. This report includes only wholly domestic brands and not successful foreign brands in China such as Coca-Cola, VW or Kodak, etc.

1.2 Executive Summary

The concept of brand value, or brand equity, is still relatively new in China. Indeed the government has only been measuring company worth in terms of brand value for seven years.

As local brands have increasingly had to both compete with each other for consumer's attention and face competition from foreign brands so the growing importance of advertising has come to be realised. At first Chinese brands appeared only to understand the concept of saturation advertising. However, advertising is now becoming increasingly s...