Recently, the 2023 (17th) "Five-Star Diamond Award" selected by the World Brand Lab was announced at the "World Managers Summit" held in Hong Kong. In addition to Louis Vuitton, Balenciaga, Delta Air Lines and other established brands, Chow Tai Fook, Wuliangye, Luckin Coffee, Aman Hotels and Bank of Qingdao, which focus on service experience and are known for digital innovation, were also selected for this year's "Five-Star Diamond Award". This is the seventeenth time since 2006 that the World Brand Lab has evaluated the brand influence of high-end goods and services.
It is reported that the focus of this year's "Five-Star Diamond Award" is service experience and digital innovation. There are two main ways to evaluate the method, one is the Delphi questionnaire method, and the other is the unannounced interview and review by experts. The most important factors that determine a brand are mainly manifested in five aspects, namely, corporate influence, industry leadership, brand loyalty, brand reputation, and consumer index (i.e., the five-star connotation of a five-star diamond brand).
Since 2003, the World Brand Lab has tracked more than 80,000 major brands in 60 countries around the world. It is the world's leading brand consulting, research and evaluation organization, founded by the initiative of Professor Robert Mundell, winner of the 1999 Nobel Prize in Economic Sciences, and served as its first chairman, and is wholly affiliated to the World Managers Group. The World Brand Lab is committed to brand valuation, brand consulting, brand naming, brand protection, and its experts and consultants come from Harvard University, Yale University, Massachusetts Institute of Technology, Oxford University, Cambridge University and other world-class universities, and its research results have become an important basis for the evaluation of intangible assets in the process of many corporate mergers and acquisitions.
Proofreading by Sheng Yuanyuan