How brands become truly different: Insights from Millward Brown

Low Lai Chow

As brands begin to mature in emerging markets like China, establishing their precise contribution to the bottom line will become increasingly important. Fortunately, the BrandZ Top 50 Most Valuable Chinese Brands study published by research firm Millward Brown – which compared the performance of this group with the wider MSCI stock market index – provided considerable room for optimism in this area.

Speaking at the Festival of Asian Marketing Effectiveness 2013 in Shanghai, Jason Spencer, managing director of Millward Brown Shanghai, argued the superior returns delivered by the country’s 50 leading brands could be “ascribed to the relationship they have with their consumers … so strong brands do matter to market effectiveness.”