10
36
PART 1:
INTRODUCTION
Overview 12
Rebalancing 16
BrandZ™ Analysis
Brand Value 17
Brand Contribution 18
Brand Age 19
Strategic Observations
Market Driven vs. SOE 22
Difference 24
Going Global 26
Trust 30
Media Spending 32
Take Aways
Insights and Actions 34
PART 3:
THE TOP 100
Top Risers in Brand Value 56
Top in Brand Contribution 58
Category Update Overview 60
Category Updates 62  
The Top 100 Chart 70
Brand Profiles 1-25 74
Our Insights 124
Brand Profiles 26-50 128
Our Insights 178
Brand Profiles 51-75 182
Our Insights 232
Brand Profiles 76-100 238
PART 4:
BRAND BUILDING BEST
PRACTICES IN CHINA
Meaningful Difference 290
Trust 292
Social Media 294
E-commerce 296
PART 5:
RESOURCES
BrandZ™ China Top 100 Index 300
BrandZ™ Valuation Methodology 302
BrandZ™ Mobile Apps 304
WPP Resources 306
WPP Company Contributors 308
WPP Company Brand Experts 314
BrandZ™ China Top 100 Team 316
BrandZ™ China Top 100 Video 318
WPP in China 319
PART 2:
THOUGHT LEADERSHIP
Lower Tier Cities  38
Rebalancing Work-Life 42
Going Global 44
E-Commerce 46
Social Media 48
Mobile 50
54
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Contents