Haier, the maker of refrigerators, washing machines and other home appliances, has the strongest corporate brand of any Chinese company, according to a worldwide survey of Financial Times readers.
The Qingdao-based company was voted top in all the categories in the survey, which measured perceptions of quality, trustworthiness, innovation and management, as well as branding. Lenovo, the company that this year acquired the personal computer business of International Business Machines, came second.
The purpose of the survey, which was conducted with McKinsey, the management consultancy, was to find out what business people thought about Chinese companies and their products and services. The 30 companies in the survey were selected by the FT and McKinsey. More than 3,500 FT readers from over 70 countries took part in the survey, held this month.
Branding has emerged over the last year as one of the main challenges facing China's leading businesses. While Chinese companies have won plaudits over the last decade for goods manufactured at low cost and to increasingly high standards, few have been able to make an impact on global markets with their own brands.
Readers were also asked to rate the companies on brand awareness and to estimate their prospects for becoming leading global brands within 10 years. Haier came tenth in current awareness, but was ranked second for future potential behind Lenovo, whose acquisition of IBM's personal computer division brought it the rights to the Think trademark. (FT.com)
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