2008 Top Ten Manager Brands in China

Managers are the group with the most say and influence over the brand. In 2008, among the products and services most frequently consumed by Chinese managers, which brands did they admire the most? Which brands are the most used? What are your top priorities for the year ahead?

This year, 1,667 managers participated in the "CEConlines" survey, and from their responses, the 2008 China Top Ten Manager Brands were obtained, as shown in the picture above. They are the brands most admired by Chinese managers; six of them are the most frequently used brands by Chinese managers in the past year; besides BMW, they are also the preferred brands for Chinese managers to buy and use in the next 12 months.

As you can see from the survey results, international brands still have the upper hand in most categories. Among the local brands, Lenovo has the best performance. It is the computer brand most admired by managers, and it is also the brand that managers use most in the past year and the most preferred brand in the coming year. Although Air China and China Merchants Bank are the brands most admired by managers, among their respective categories, they are not the brands most used by managers in the past year.

Comparing the survey results of this year and the previous three years, some first brands are further ahead than the second brands, showing the phenomenon that the strong are stronger and the weak are weaker. That is to say, in these fields, The first brand almost occupies the minds of managers. For example, Nokia's advocacy rate reached 56.3%, while the second-ranked Samsung advocacy rate was only 8.9%, which is almost a fraction of Nokia's. In the field of management consulting and high-end men's clothing, except for the first brands McKinsey and Armani, other brands are under the "indifferent/can't choose", which shows that the vast majority of brands in these categories are difficult to stay in the memory of managers middle.

1. Nokia (mobile phone)

Nokia has been selected as one of China's top ten managers' brands for the fourth time, and has ranked first in brand advocacy, brand share and brand preference for the past three consecutive years. This year, in terms of brand advocacy, Samsung and Dopod are behind Nokia, and Motorola dropped out of the top three for the first time, ranking fifth, behind the iPhone, a newcomer to the mobile phone family.

Nokia, Samsung and Dopod are among the top three mobile phone brands most admired by Chinese managers. Nokia's brand advocacy is 56.3%, more than the sum of managers advocating other mobile phone brands (see Figure 1). In our four-year selection, Nokia has always occupied the first place in the mobile phone category, and the gap with the second place is constantly widening. Compared with the second Samsung this year, its brand lead is 532.6% (brand leading degree is the leading degree of the first brand over the second brand in the brand advocacy degree in the product/service category).

Motorola and Samsung saw a decline in brand advocacy, with Motorola seeing a particularly sharp decline, with brand advocacy this year (6.7%) less than half what it was four years ago (13.8%).

This year, there are two other mobile phone brands that have performed very well, and Nokia's brilliance can hardly hide their edge. One is Dopod and the other is iPhone. Dopod entered the top three for the first time, and four years ago it was only 10th in brand advocacy. The iPhone, which has not yet officially entered the Chinese market, is not wildly sought after among managers, but it is still clearly favored, ranking fourth on the list for the first time.

In this survey, in addition to brand advocacy, we have two other important indicators, one is brand share, which refers to what percentage of managers have used or purchased the brand in the past 12 months; One indicator is brand preference, which refers to the ratio of managers who plan to buy that brand in the next 12 months.

83.3% of managers have purchased or used a mobile phone in the past year, with Nokia the most, accounting for 47.4%. 59.4% of managers plan to buy a mobile phone in the next 12 months, and Nokia is also the first choice in their hearts. Both Motorola and Samsung's brand preference has dropped significantly compared to the share, which shows that some of the people who use Motorola and Samsung will no longer be the preferred brand in the future.

And from the survey results, the Dopod and iPhone markets will have better performance. Because although these two ranked outside the top three in terms of brand share in the past year, Dopod ranked second in brand preference in the coming year, and iPhone ranked third, which shows that they market is on the rise.

Second, China Merchants Bank (Personal Banking Services)

China Merchants Bank is the most respected brand among domestic banks, the second and third are the Industrial and Commercial Bank of China and Bank of China. However, in terms of brand share, China Merchants Bank is still slightly lower than the Industrial and Commercial Bank of China. HSBC is the most respected foreign bank brand among Chinese managers.

This is the third time that China Merchants Bank has been rated as the most admired brand by managers. For the past three consecutive years, China Merchants Bank has been in an absolute leading position in terms of brand advocacy. However, compared with last year's results, China Merchants Bank's brand advocacy has declined slightly, while ICBC's brand advocacy has increased.

In terms of brand share, China Merchants Bank had a slight advantage over Industrial and Commercial Bank of China last year, but this year it fell behind Industrial and Commercial Bank of China. This shows that in this year, there is still pressure on the transformation between China Merchants Bank's brand influence and market performance.

In the future preferred brands, China Merchants Bank still ranks first with a clear advantage, and ICBC and Bank of China are ranked second and third. Both ICBC and Bank of China's preferences have dropped significantly compared to their share, so managers who choose these banks may not choose them in the coming year.

Among the foreign bank brands, the most respected are HSBC, UBS and Citibank. According to the survey data, the influence of foreign banks in the minds of Chinese managers is still very small. Among the preferred brands in the coming year, no foreign banks will enter the top five.

Three, McKinsey (Management Consulting)

McKinsey's brand advocacy in management consulting firms is in an absolute advantage, and the brand advocacy of other consulting firms is under "It doesn't matter/can't choose".

In our four Top 10 Brand Awards, McKinsey consistently leads the way in brand advocacy. This year, as with the previous three results, all other consultancies' brands are under "doesn't matter/cannot choose" (see Figure 3). Compared with four years ago, McKinsey's brand advocacy dropped slightly, from 54.3% to 48.1%.

The survey also shows that the market's demand for consulting firms is stabilizing, with 24.9% using management consulting in the past year and 25.3% planning to use it in the coming year, with little change.

Fourth, Lenovo (computer)

Lenovo is the most respected brand of notebook computer and desktop computer by managers. Apple's ranking in notebook advocacy has risen sharply, from sixth last year to second this year. And Dell dropped from the second place last year to the third place this year.

Computer brands are the most volatile category of the top ten brands. In this category, our previous survey data showed that Dell was once the most admired desktop computer brand by managers and the most admired Laptop brand. But from the year before last, Lenovo overtook Dell and became the most admired brand by managers in the desktop computer field. At that time, Lenovo's leadership was not very high. This year, Lenovo further widened the gap with Dell, leading by about 73% (the previous year's lead was 7.4%, and last year's was 25.8%). This shows that its status as the first brand of desktop computers has been relatively stable.

Last year, Lenovo surpassed Dell as the most admired laptop brand, and this year, Lenovo continues to maintain its lead. In terms of brand share and preference, Lenovo also maintains the first position.

Another brand that stands out in the computer category is Apple. Apple Computer's ranking in notebook computers has risen sharply, from sixth last year to second this year. Moreover, its brand share ranks ninth, and its brand preference ranks fifth. The latter has a larger increase than the former, which means that Apple notebooks will have better market performance in the coming year.

The relationship between notebook computers and managers is closer than that of desktop computers. The market share of notebook computers is 74.9%, and the market share of desktop computers is 61.3%. The planned purchase rate of notebook computers in the next year is 57.9%. machine was 29.8%.

V. Air China (Domestic Air Service)

Air China is the most popular local airline brand among Chinese managers, followed by China Southern Airlines and China Eastern Airlines. The airline brand that managers have taken the most in the past year is China Southern Airlines. The top three most admired international airline brands are Singapore Airlines, Lufthansa and Cathay Pacific.

For airline services, we investigate international and local brands separately. Among the local brands, Air China is the most admired by managers, followed by China Southern Airlines and China Eastern Airlines (see Figure 5). In terms of brand share, China Southern ranked first with a rate of 41.1%, followed by China Eastern. Air China, the most admired brand, only ranks third in terms of brand share. In terms of brand preference, Air China takes the first place again, and is the most preferred brand for managers in the coming year.

In terms of international airline brands, the top three most admired are Singapore Airlines, Lufthansa and Cathay Pacific.

6. Canon (Digital Camera)

For the third year in a row, Canon won the title of the most admired digital camera. Following Canon in advocacy are Sony and Nikon. Canon also ranks first in both brand share and brand preference.

This year's ranking in the digital camera field has not changed much from last year. The top three most admired brands were unchanged. However, the gap between the second-ranked Sony, the third-ranked Nikon and the first-ranked Canon has decreased, which shows the strong momentum of the second and third brands, which also reflects the fierce competition in the field of digital cameras.

In terms of brand share, Canon and No. 2 Sony are not far behind, 23.5% and 23.2% respectively, and Nikon ranks No. 3 with 12%. In terms of brand preference, the top three are Canon with 31%, Sony with 20.7%, and Nikon with 19%.

7. Shangri-La (Business Hotel Group)

Shangri-La is the hotel brand most admired by Chinese managers, followed by Hilton.

Among the top ten executive brands in China, Shangri-La is one of the most stable. The hotel war near the Olympics has not affected Shangri-La's brand influence and market performance. Like the previous two years, it is still the most admired brand by Chinese managers, and it has stayed in hotels in the past year and preferred hotels in the next year. , are managers' first choice.

8. Sony (TV)

Sony is the TV brand most admired by Chinese managers. Other TV brands are under "doesn't matter/can't choose". The top TV brands for managers in the coming year are Sony, Sharp and Skyworth.

Sony remains the No. 1 brand in the TV category. It is the brand most admired by managers, the most chosen brand in the past year, and the most preferred brand for managers in the coming year.

Sony BRAVIA's TV brand has only been launched for three years, and this achievement is largely due to Sony's decades of accumulation in the TV field, and also due to Sony's leadership in the latest technology .

Another brand that stands out in this category is Sharp, which ranks behind Sony, Skyworth and Haier in brand advocacy, and ranks very low in brand share, but managers will be given priority in the coming year Of the brands chosen, it came in second behind Sony. Compared with the market share, brand preference has risen ten places, which is the fastest rise in this survey. This shows that Sharp's market is in a period of rapid growth.

Nine, Armani (high-end men's clothing)

Armani, Versace and Valentino are the three men's clothing brands most admired by managers. Armani is also the most preferred brand for managers in the coming year.

Amani ranks first among the international menswear brands most admired by Chinese managers. All other brands are under "doesn't matter/can't choose".

Among the local brands, Youngor is the most respected, followed by Septwolves. Youngor is also the brand with the highest market share among managers, followed by Septwolves and Valentino. Among the brands most preferred by managers in the coming year, Armani ranks first, followed by Youngor and Septwolves in second and third.

10. BMW (Automobile)

BMW is the most admired car brand, followed by Audi and Mercedes-Benz in second and third place. Among off-road vehicle brands, BMW X5 ranks first in brand advocacy, share and preference.

Like last year, BMW is still the most admired car brand by Chinese managers this year.

As for car brands, BMW's brand advocacy has dropped from 35.5% to 24% this year compared to four years ago.

The brand performance of BMW off-road vehicles is relatively better than that of sedans. BMW X5 ranks first in the three indicators of brand advocacy, brand share and brand preference.

Another brand that stands out in the car category is Audi, which this year narrowly overtook Mercedes-Benz to become the second most admired brand by Chinese managers. Last year, it was behind Mercedes-Benz. In addition, in the two indicators of brand share and brand preference, Audi surpassed BMW and ranked first.

Survey methods and respondents

The survey was conducted from April to May this year, involving 20 types of products and services most frequently consumed by Chinese managers. The questionnaires were distributed to readers of "CEConline" magazine And the world manager website users, received 1,667 replies from managers. After analyzing the indicators of brand advocacy, brand share, brand preference, brand leadership and brand importance, the final ranking was obtained.

Compared with previous years, the number of senior managers participating in the survey this year has increased from 30% to 40%, and the number of managers from private enterprises has increased from 40% to nearly half.