Announcing 2019 Prophet China Brand Relevance Index™
Prophet announced the results of the fourth annual 2019 Prophet Brand Relevance Index™ (BRI) today, unveiling the most relevant brands in consumers' lives today.
In a constantly changing macroeconomic environment, Chinese brands continue to show steady growth. Chinese consumers are increasingly sophisticated and pragmatic. Additionally, tech-savvy consumers are on the rise, and are looking for multi-dimensional ways to experience the brands with which they are engaging.
The BRI is currently the only brand ranking in the world to have been generated from direct consumer feedback, which uncovers critical differences and insights for brands' development and innovation.
The 2019 Index incorporates brand evaluations from over 13,000 Chinese consumers, across 250 brands from around 30 industries.
The Top 10 Most Relevant Brands in China
Alipay
Huawei
Android
DJI
WeChat
Bilibili
Xiaomi
China CITIC Bank
Intel
Audi
Click [ Read More ] or scan the QR code below to download the full report.
"The importance of brand relevance is indisputable," said Leon Zhang, partner at Prophet. "Without relevance to consumers, brands are just names, which can soon be forgotten. Through this year's BRI, we continue to gain insights into key factors fundamental to building brand relevance. For both home-grown and international brands, only those that continue to demonstrate leadership in building brand relevance can win support and loyalty from consumers."
The 2019 China BRI Revealed Five Themes Among Brands
Amplified National Pride
Local heroes fuel Chinese consumers’ growing confidence
Enduring Pragmatism
International brands with strong relevance continue to be embraced
High Tech, Higher Touch
Moving beyond technology to deliver unique, meaningful experiences
From Aspiration to Reality
Better access in lower-tier cities leads to more expansive opportunities
Winning Experiences
Engaging customers in meaningful, multi-dimensional ways
"The China Brand Relevance Index has cemented the idea of 'consumer-led,' showing changes in the needs of Chinese consumers and the role that brands play in their lives," said Feifei Xu, associate partner at Prophet. "The insights we uncover form the foundation of a brand's path forward, promoting its relevance to consumers in the Chinese market."
About BRI 2019
The Prophet Brand Relevance Index™ is released every year in China, Germany, the United Kingdom and the United States. This year, Prophet surveyed more than 50,000 consumers and approximately 700 brands, across the U.S., the UK, Germany and China. In the 2019 BRI study, Prophet partnered with Dynata, the world’s leading global provider of first-party consumer and professional data.
In China, Prophet surveyed more than 13,000 consumers regarding more than 200 brands across close to 30 industries in 2019. Each participating consumer rated up to five brands within a single category on 16 different attributes that correspond to the four principles of relevance Prophet identified. To rate a brand, a consumer had to be a brand user or was considering to use the brand in the near future.
To learn more about China BRI 2019, please view the dedicated report microsite or refer to the attached report.
About Prophet
Prophet is a consultancy that helps clients find uncommon growth through marketing, brand, experience, innovation and organization & culture capabilities. We operate differently than other consultancies, blending insight, strategy and creativity with an optimistic yet pragmatic approach.
We have partnered with some of the world’s most successful companies, including Cathay Pacific, AIA, UBS, Bank of East Asia, Marriott, GE and Emart. With twelve global offices and more than 350 experts in marketing, innovation, digital and design, we are able to bring together the right people with the right experience to solve our clients’ business challenges. Prophet.cn
The 2019 Prophet China Brand Relevance Index™ is available now. Click [ Read More ] to download the full report.