Tue | Jan 23, 2018

Tech Times | Huawei moves up popular brand ranking list

Published:Monday | June 20, 2016 | 12:00 AM
A Huawei smartphone.

Huawei, the third-largest smartphone manufacturer in the world, has climbed 20 spots on the Millward Brown's BrandZ Top 100 Global Brands study for 2016.

The study is published annually in the Financial Times. After its debut last year ranking 70th on the list, Huawei has climbed, taking the number 50 spot, positioning itself as one of the best-regarded technology brands worldwide. This ranking boost is the result of Huawei's solid carrier business as well as its active expansion into the consumer business, powered by the recent launch and worldwide recognition of premium smart devices like the Mate 8 and Huawei P9.

The BrandZ 'Top 100 Global Brands' list is developed by Millward Brown Optimor, a leading global research agency that operates under the world's largest communications services group, WPP. As one of the most authoritative evaluations of brand influence, the ranking system used for the BrandZ list is the only one which is based on both brand value on the views of both potential and existing brand consumers and financial data. There are 15 brands coming from China within the top 100, proving the country is setting new global trends in business and brand-building strategies. In the case of Huawei, its brand value increased by 22 per cent, which translates into US$19 billion. At number 50, Huawei overtook tech giants like Intel, Cisco and Siemens.

 

GLOBAL INNOVATION

 

As the study shows, the success of companies like Huawei, Starbucks, Amazon and Facebook comes from not only being able to satisfy their customers' demands, but also create it by means of top-of-the-line user experiences through constant innovation. In this sense, Huawei follows a globalisation strategy that integrates the best resources around the world to serve the global market. Today, it offers a full set of global innovation capabilities and systems. Huawei operates in over 170 countries and regions, with two-third of its revenue coming from markets outside of China. Huawei has a research and development presence around the world and invests at least 10 per cent of its annual sales revenue in research and development.

It has established 16 research centres in countries including Sweden, Russia, the US and India, and operates 31 joint innovation centres in conjunction with its partners.