Haier, Ping An, Snow Beer among fastest growing brands

Three Chinese brands stood out on a worldwide branding research result, which released last week in Beijing.

The three brands - Haier, Ping An and Snow Beer - have showed the success of fastest-growing brands, together with other 47 world successful brands, including Coca-Cola, Dove and Zara, said the Research.

The research was conducted by the Millward Brown and in Partnership with Jim Stengel, former P&G's Global Marketing Officer.

The ten-year study identified world's 50 fastest-growing brands out of over 50,000 brands worldwide. They found that identifying and building brand ideals is fundamental to the fact that these brands have four times as much returns as S&P 500 companies.

"I have always believed that great brands are built on improving the lives of the people they serve; I wanted to prove that maximum profit and high ideals aren't incompatible but, in fact, inseparable," said Stengel.

"(The study) will change the way the C-Suite thinks about achieving financial performance and will help usher in a new era of marketing," said Eileen Campbell, global CEO of Millward Brown about the value of this book.

In addition to Hair, Ping An, and Snow Beer, Jim Stengel believes there is still much that Chinese companies can do to build brands loved by the customers or even deemed by them as indispensible in their life.

According to the research, consumer goods brands such as Hair, COFCO and Internet-based brands like Baidu and Renren are taking the lead among Chinese companies in innovation and brand building.

At the same day, Jim Stengel introduced his book in Beijing – Grow, How Ideals Power Growth and Profit at the World's Greatest Companies (Grow) to discuss with marketing elite how to develop world class top brands.

As senior consultants for Chinese brands for years, Wang Xing (vice president of Millward Brown Customer Solutions) and Tan Beiping (R&D director of Millward Brown's Greater China Region), translators of the book, also expressed their views based on their insights and understandings in Chinese brands. They believe that brand ideals are the guarantee for sales growth and should be established as early as possible with a view to bettering people's life.

Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Millward Brown has 86 offices in 56 countries.