Haier is BrandZ Most Valuable Global Brand for three years in a row

Haier has been named as one of the Most Valuable Global Brands for 2021 – the third time in a row the company has appeared on the BrandZ list.

The ranking, released by insight and consulting agency, Kantar, combines rigorous financial analysis with extensive research on brands’ assets and quantises the contributions that brands have made to enterprises’ financial performance.

The company has surveyed more than four million consumers in 51 markets around the world and involves 18,000 brands. Hailed as the Oscars in the brand circles, the ranking is the world’s only brand value ranking that includes consumers’ opinions.

For three years in a row, Haier has achieved BrandZ Most Valuable Global Brands ranking, with its brand value improved by 41 per cent from the previous year.

BrandZ said in its report: “During the COVID-19 pandemic, more than ever, people feel the connection between life scenes and brands and the value of co-creation experience. In the past year, IoT Ecosystem Brand Haier has moved up three spots to the 65th place.

“Haier created the first ecosystem brand in the world in 2018, and in 2019 Haier officially launched the ecosystem brand strategy. Since then, Haier has not only opened new tracks of ecosystem brands in the world but also led the exploration of development paths in the age of the IoT.”

Doreen Wang, Kantar President Greater China and Chair of Kantar BrandZ Global, commented: “Ecosystem brands are the future of brand development. Haier, as the first and the only IoT Ecosystem Brand on the ranking, leads the direction and progress of the development of global brands.”