CHINA'S best known electrical appliance firm, Haier, has been named as one of the world’s 100 most recognisable brands in an global name brand list edited by World Brand Laboratory (WBL), China’s first international brand institution.
As the only Chinese brand on the list, Haier was ranked 95th after such household names as Coca-Cola, McDonald’s and Nokia, which were the top three.
The list was edited after a six-month study and analysis of 1,000 leading brands in the world according to the economic use method, a recognised method in international finance and sales.
The appraisal standards include the popularity and reputation of the brands, and consumer knowledge, recognition, preference, sales and satisfaction, among which the brand reputation is key in appraising the recognisability.
As an institution affiliated to the World Executive Institute Limited, the president of which is Robert A. Mundell, the 1999 Nobel Laureate in economics, the WBL is a professional institution in brand appraisal, training, management and marketing. – China Daily.