Announcing Prophet Brand Relevance Index 2018

Prophet announced the results of the  third China Prophet Brand Relevance Index (BRI), a ranking of the most relevant brands in consumers’ lives today. 

Alipay and Android maintained their respective first and second standings as the most relevant brands for the second consecutive year, followed by WeChat, Huawei and Microsoft of top five this year.

Top 50 Most Relevant brands in China

First, local brands now constitute of the majority of the BRI’s Top 50 brands. Two years ago, 32 of theTop 50 brands were multinational(MNC) brands. Today, 30 are from the mainland. New local brand categories run the gamut from consumer electronics, to retail, digital media and travel & hospitality.

Second, for the first time, innovation – not basic price/value reassurance – is propelling the momentum of local brands. In 2017, when AliPay and WeChat were included in the measurement of “pervasive innovation,” local brands boasted a large advantage. But when those two power brands were excluded, MNCs took the lead. In 2018, that lead evaporates. It is important to note, however, the local brands still score lower on “distinctive inspiration,” indicating the lack of long-term brand purpose, the lynchpin of loyalty and price premiums.

Third, the appeal of in-your-face bling amongst consumers in first-tier cities may be wearing thin. Apple (#11) and Huawei (#4) flip in ranking nation-wide compared to last year and Apple ranks higher in third-tier cities than in glittering coastal capitals. On the other hand, aspirational MNC brands from hospitality and auto industries rank only in the top 50 in third-tier cities. The fact that most consumers in these markets are not yet able to afford these brands is likely indicative of future optimism.

Finally, Chinese consumer remain fundamentally practical. Of the four BRI principles – pervasive innovation, customer obsession, distinctive inspiration and ruthless pragmatism, the last pulls the most weight (7% more than average). This reflects a basic cultural truth: Chinese want brands that will help them advance in life, products that are means to an end.

Full Report

To visit the full list and this year's relevance themes, please click 'Read More' at the bottom to visit our microsite.