Analysis of Brand Survey Results

I would like to present the specific results of several surveyed brands. For those who have not been introduced, you can watch the June issue of "CEConline", which has a more detailed report. Nokia mobile phones have ranked first among mobile phone brands for three consecutive years. In the past 12 months, Nokia has occupied the first place in the purchase and use, which is equivalent to the sum of Motorola and Samsung. I would like to remind everyone here that the possession, preference, and advocacy I mentioned here refer to the market of managers.

Nokia still ranks first in terms of brand preference. It is worth noting that Dopod now ranks fifth in the market and second in future preference. The most admired mobile phone, Nokia, came in first, equal to all other brands combined. Dopod's brand advocacy is ahead of Sony Ericsson and still behind Motorola and Samsung, but Dopod has made very rapid progress.

In personal banking services, China Merchants Bank's brand share surpassed that of ICBC and ranked first. According to last year's survey, China Merchants Bank fell behind ICBC in this indicator last year. Among the banks to be used in the future, China Merchants Bank is definitely ahead. We can see that the difference in brand share is not big, but China Merchants Bank is the leading bank among the banks that decide to use in the future. Brand preference indicates the share of future brands, and this judgment is very evident in the personal services of China Merchants Bank. China Merchants Bank is the bank most admired by Chinese managers. The market share of Bank of China is not very high, but it is now ranked second. Brand advocacy indicates future brand preference, so there will be more people in the future Select from Bank of China, China Construction Bank, and Bank of Communications, and Bank of China will be selected.

The automotive aspect was divided into three categories: sedans, utility vehicles, and off-road vehicles, which yielded nine results. BMW has four leading indicators. The most important thing is that BMW is the most admired sedan and off-road vehicle by managers, so we finally rated BMW as one of the top ten managers' brands in China.

In the management consulting industry, McKinsey is also the No. 1 brand for three consecutive years. You can see that McKinsey is only relatively ahead in terms of brand share. This market is a very fragmented market, and McKinsey is only relatively ahead in terms of brand preference, and management consulting services are still a very fragmented market. However, in terms of brand advocacy, McKinsey is absolutely leading and thriving, and as you can see, only the first and no second, there is no company that can be called the second under McKinsey, and the companies that can be ranked behind, and McKinsey are very far from each other, and the numbers between these companies are very close.

IT Services is Microsoft. The digital camera is Canon. About these two specific figures, you can read the magazine.

The computer results I want to talk about, last year when we rounded up the top 10 manager brands, we would say that the computer or Lenovo was the most exciting discovery of last year. This year, Lenovo is also the most exciting discovery. Last year, we investigated the two categories of desktop and notebook. Lenovo surpassed Dell for the first time in desktop last year, but in the category of notebook, Lenovo is not absolutely leading. This year, we can consider Lenovo's desktop and notebook two field has an absolute advantage.

Lenovo maintained its lead over Dell in terms of desktop brand share, brand preference and brand advocacy. Of course, when we compare with last year's figures, we will find that the leading degree has not increased, and it is stable compared with last year. In terms of the brand share of notebook computers, it seems that Dell has a slight lead, but in fact it is Lenovo first, because among managers who choose other numbers, a considerable number of managers choose IBM. We all know that IBM notebook computers are already the first As part of Lenovo, Lenovo has definitely taken the lead in terms of brand share. The key number is which laptop to buy in the future, Lenovo is clearly ahead of Dell. The most interesting thing is which computer brand you admire the most. We see that Lenovo is already ahead of Dell, but the degree of leadership is not very large. It's interesting that our option didn't include IBM, because we think IBM's notebooks are already part of Lenovo, but 14.8% of managers chose Other, and added IBM's brand to other categories. I think this also shows that Lenovo is still facing a brand challenge from another aspect, which is how to convert everyone's love and loyalty to IBM into love and loyalty to Lenovo.

In terms of TVs, it's Sony. The business hotel is Shangri-La. For information on Sony and Shangri-La, you can read our magazine's report.

Wuliangye is in high-end liquor. In terms of brand share, you can see that Wuliangye ranks first, Moutai ranks third, and Great Wall wine ranks second. Among the top five brands, it can be said to have five points in the world. The first three are national wines, and the last two are The foreign wines are Chivas and Hennessy. The preference is Wuliangye No. 1 and Moutai No. 2. The top five have not changed, and they are still five points in the world. Three are national wines, and the fourth and fifth are foreign wines. The brand advocacy survey was conducted on national wine and foreign wine, and we found that the most respected brand among national wines is still Wuliangye, followed by Moutai. Wuliangye is in the leading position in all three indicators. The most respected brand among foreign wines is indifferent. Everyone feels that the concept of foreign wine brands is not so deep. Chivas Regal and Hennessy are still the leading brands, and they are very close to each other.

I just talked about the results of the top ten manager brands, I would like to talk about the general experience. It's not what the enlightenment of a single brand is, but these ten brands have entered the top ten managers' brands. What is our general experience? If we summarize the top ten manager brands, we will see that in the vast majority of categories, a few brands occupy the majority of the market share. Of course, we also see that only one domestic brand Dopod has entered the consumer's field of vision. This share refers not only to the market share but also to the share of the consumer's brain. Generally speaking, each of us can remember no more than five brands for each category.

Second summary, we found that domestic brands are relatively at a disadvantage, which is an obvious fact in many fields such as mobile phones, management consulting, and digital cameras.

The third conclusion is that leading brands have a relatively long history. Brands like Nokia and Microsoft, including Lenovo and Wuliangye, did not become popular overnight.

Fourth summary, leading brands won't lead forever. While our survey ran for three years in a row, we saw ups and downs over the three years. For example, Dell was the leading brand among desktop computers at first, and now it has been fully surpassed by Lenovo. Sony digital camera is also a leading brand, and now the digital camera field has been fully surpassed by Canon.

In response to these four points, I would like to summarize four points of inspiration. A few brands occupy the majority share, the inspiration for us is to squeeze in, squeeze into the ranks of the few brands. Our brand is relatively disadvantaged, and the revelation is that we still need to work hard. Leading brands have a relatively long history, and we have to work hard, it is impossible to build a city of Rome overnight. The fourth is that leading brands will not lead forever, suggesting that even if we are in a leading position now, we should not be complacent, we should not sit and sleep, and we must be vigilant. Dell is a lesson.

Liu Lan is the editor-in-chief of "CEConline" magazine.