Who will spend the 2021 "Five Star Diamond Award"? China Merchants Bank was selected! _Shenzhen News Network

On December 15, as the world's highest award in the field of luxury goods and services, the 2021 (15th) "Five-Star Diamond Award" selected by the World Brand Lab was announced at the "World Manager Summit" held in Beijing. In addition to the selection of old brands such as Chanel and Four Seasons Hotel, Chow Tai Fook, Qatar Airways, Tesla, Wuliangye, Bread Xinyu, China Merchants Bank and Bank of Qingdao, which focus on customer experience and are known for brand innovation management, have also been selected for this year's "Five Star Diamond Award". The "Five Star Diamond Award" aims to better understand and grasp the development status and competitive advantages of China's high-end goods and service brands, and to examine the advanced brand market capabilities, brand innovation capabilities, communication skills between brands and consumers, and the important role of digital innovation in the sustainable development of corporate brands. Professor Stephen Vogue, Chairman of the Academic Committee of the World Brand Lab, pointed out that the "Five Star Diamond Award" is currently recognized as the most authoritative super brand award in the world, aiming to reward "five-star brand" enterprises that have made outstanding contributions in the service fields of finance, hotel industry, luxury goods industry, aviation industry and catering industry. This is the fifteenth time since 2006 that the World Brand Lab has evaluated the brand influence of high-end goods and services. This year's selection focuses on customer experience and brand innovation. Professor Li Fei, director of the Marketing Department of the School of Economics and Management of Tsinghua University, who attended the press conference, believed that "brands need to establish emotional connections with customers, the core is to give customers a reason to choose and prefer, to achieve this key point, we must follow the underlying logic of marketing." Li Xingxing, vice president of the China Enterprise Confederation, who also attended the meeting, pointed out, "As the main body of market competition, enterprises should provide high-quality products and humanized services with the times in order to maintain a pragmatic level of profitability and sustainable development capabilities." Whether it is to maintain the leading position of the era of value concepts or to enhance the market competitiveness of pragmatic profitability, it is necessary to inherit the fine tradition, the integration of Hainan Baichuan and the innovation of advancing with the times. It is reported that the "Five Star Diamond Award" judges the brand, taking into account the challenges and opportunities of brand digitalization. The evaluation method is mainly through two channels, one is the Delphi questionnaire survey method, and the other is the expert secret visit and review. The most important factors that determine a brand are mainly manifested in five aspects: corporate influence, industry leadership, brand loyalty, brand reputation, and consumer index (that is, the five-star connotation of a five-star diamond brand). The World Brand Lab conducted research and analysis on 3,000 luxury product and service brands at home and abroad, and finally launched the "Five Star Diamond Award". The theme of the conference was "Globalization of Brands in a Dynamic World", and Rupert Younger, Director of the Centre for Corporate Reputation at the University of Oxford, and Pierre Shangdong, Senior Professor of INSEAD, attended the conference and gave online presentations. According to Rupert Younger, "Business leaders have three key strategic levers that they can use to generate positive reputation capital: they can send the right signals through action; they can choose to connect with companies with high status and high reputation; and they can actively manage their narrative strategies." But in this triple operation, the most important seems to be the behavioral signals, and the ESG strategy is the basis for these signals. Pierre Chandense argues that "in the face of a dynamic world, multinational brands must both promise the interests of their customers in an effective way and navigate the increasingly difficult geopolitical tensions between countries." It is reported that the World Brand Lab is the world's leading brand consulting, research and evaluation organization, founded by the initiative of the 1999 Nobel Laureate in Economics Professor Robert Mundell, as its first chairman, wholly affiliated with the World Managers Group. The World Brand Lab is dedicated to brand valuation, brand consulting, brand naming, brand protection, its experts and consultants from Harvard University, Yale University, Massachusetts Institute of Technology, Oxford University, Cambridge University and other world-class universities, its research results have become an important basis for the evaluation of intangible assets in the process of mergers and acquisitions of many enterprises. (The original title was "Who will spend the 2021 "Five-Star Diamond Award"? China Merchants Bank was selected! 》）window. HLBath=1; window. HLBath=1;