Who leads the way for the Chinese brand "Oscar"? Huawei was selected for the 2021 "China Brand of the Year Award"_Shenzhen News Network

On December 15, the 2021 "China Brand of the Year Award" was announced in Beijing, and the annual award, known as the "Oscar of Chinese Brands", was awarded by the World Brand Lab, an authoritative organization in the industry. Huawei, Air China, Beidahuang, Snowflake, XCMG, Shuangxing Tire, Feihe, Shengxiang, Zhuyeqing, Chenguang Stationery and Jiumu, 35 leading brands active in China's economic stage were selected for the "2021 China Brand Annual Award". The "China Brand of the Year Award" released for 18 consecutive years is a barometer of changes in consumers' brand preferences, and its criterion is brand influence. The influence of the brand is mainly manifested in its popularity, reputation, share, innovation and loyalty. The World Brand Lab refers to the sales revenue and main profit of the enterprise in this year, combined with consumer evaluation and expert preliminary investigation, through the comprehensive review of these indicators, and finally determines the three categories of awards. Among them, 35 brands of the "China Brand Annual Award" (NO.1) stood out, and the "Top Ten Influential Brands in China" (TOP10) released the top ten brands in 12 categories. The annual awards surveyed the consumer preferences of nearly 3,000 brands in more than 100 industries. According to the characteristics of the industry and enterprises, this year's special awards have set up 6 special awards, including "Cultural Brand Award, Most Respected Brand Award, Brand Marketing Award, Scene Experience Leadership Award, Social Responsibility Award and Urban Development Super Contribution Award". Air China won the "2021 Cultural Brand Award"; Beidahuang won the "2021 Most Respected Brand Award"; China Resources Snowflake Brave The World SuperX won the "2021 Brand Marketing Award"; Zhou Dasheng won the "2021 Scene Experience Leadership Award"; Sunshine Power won the "2021 Social Responsibility Award"; and Sunac West Bay won the "2021 China Urban Development Super Contribution Award". It is worth mentioning that this year, China's high-end new choice, China's national tide and green innovation top ten influential brands were specially launched to commend those excellent brands that are consumer-centric, pay attention to communication with consumers, and adhere to sustainable development. Haier, Xiaomi, Weilai Automobile, Xiaoxian Stew and other brands won the list. It not only ensures the comprehensiveness of the awards, but also gives the list a unique perspective. Rupert Younger, director of the Oxford University Centre for Corporate Reputation, who attended the conference, argued that "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 of 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 Chantén, a marketing professor at INSEAD, also in attendance, said: "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." Professor Li Fei, director of the Marketing Department of the School of Economics and Management of Tsinghua University, who attended the press conference, believes that "brands need to establish emotional connections with customers, the core is to give customers a reason to choose and prefer, and to achieve this key point, we must follow the underlying logic of marketing." In the past decade, Chinese enterprises have gained strong brand power in the domestic market and have gradually expanded their brands to the world. "In the 2021 World Brand 500 compiled by the World Brand Lab, 44 brands in China were selected this year, once again surpassing the Uk and ranking fourth, taking another step on the road to creating world-class brands. Li Xingxing, vice president of the China Enterprise Confederation, pointed out in his speech, "Brand needs high-level connotation, but also needs inheritance and innovation. The high-quality development of China's macro economy has created a good environment for the innovation and upgrading of enterprise brands at the micro level, which will lead the high-quality development of enterprises and drive the sustainable upgrading of the industry. Ding Haisen, CEO of the World Managers Group and a member of the Expert Panel of the World Brand Lab, believes that brands are not only responsible for consumers, but also for stakeholders. The COVID-19 pandemic has accelerated the shift in values of consumers, who not only want brands to provide value for themselves, but also want brands to have their own positions on ESG (environmental, social and governance) issues. Stephen Vogue, chair of the Academic Committee of the World Brand Lab, believes that brands need to transform their value framework according to changes in consumer goals, so as to carry out marketing innovation in the direction of "brand for good". As the world's leading brand consulting, research and evaluation organization, the World Brand Lab was founded and chaired by the 1999 Nobel Laureate in Economics, Professor Robert Mundell, and is wholly owned by the World Managers Group. The World Brand Lab is committed to brand valuation, brand strategy, brand protection, and 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 "Chinese brand "Oscar" who leads the way?) Huawei wins the 2021 "China Brand Of the Year Award") window. HLBath=1; window. HLBath=1;