[Global Technology Reporter Zhang Zhiying] Huawei has entered the list of the world's most valuable brands for two consecutive years, and has upgraded Huawei's position in 2015 through high-end flagships and innovative global marketing campaigns. In addition, according to the "World's Most Valuable 500" list, Huawei entered the top 40 of the world's most valuable brands in 2017. British brand value and strategic consulting company Brand Finance estimated that Huawei’s brand value was approximately US$ 25.23 billion, 28% higher than the previous year.
Brand Finance annually evaluates thousands of global brands to determine the world's top 500 list. In 2017, Brand Finance used its "intangible assets" methodology to calculate the theoretical brand asset rate. The basis for the assessment also includes: reputation analysis, brand loyalty, promotional activities, marketing investment, employee satisfaction, and company reputation. Brand Finance also takes into account the expected revenue that the brand may bring in the future. In 2016, Huawei greatly increased the efforts of global brands through the launch of a series of smart phones and the promotion of global marketing. Due to the industry-leading design of the P-Series and Mate-series flagship machines, Huawei achieved significant success in its brand last year.
In 2016, Huawei shipped about 140 million units globally, which is 29% higher than the previous year. According to the data, Huawei is growing faster than the industry average. Huawei's consumer commerce sector achieved a profit of 178 billion U.S. dollars in 2016, an increase of 42% over 2015, and has grown steadily for the fifth consecutive year.
In order to continue to increase global brand awareness, Huawei focused on world-class global marketing and promotion, incorporating elements of design, fashion, entertainment and sports. According to the IPSOS research survey, Huawei's global brand recognition increased to 81% in 2016, which is more than 76% compared to 2015. Huawei's efforts in branding are most clearly reflected in the user's perception. Compared with 2015, the overseas users’ level of consideration and preference for Huawei brands has significantly increased to 66.7% and 100%.
Brand Finance is not the only organization that saw Huawei’s brand influence. Many global brand value assessment agencies have taken note of the rise of Huawei, including WPP’s well-known overseas organizations such as Millward Brown, BrandZ, and Interbrand. According to WPP's Millward Brown and BrandZ, Huawei ranked 50th among the top 100 most valuable brands; Interbrand ranked Huawei in 72 among the world's top 100 most valuable brands.
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