2019 China Top 100 Brand Value Rankings List adheres to brand standards to win the acknowledgment and trust of more brand professionals and achieve the China Brand Value Network(www.bvrcn.com) trusted by Chinese consumers.

On the recently released 2019 China Top 100 Brand Value Rankings List, Industrial and Commercial Bank of China (hereinafter referred to as ICBC) still holds the 3rd place with an increase rate of 1.28% from the brand value of 422.728 billion yuan in 2018 to 428.137 billion yuan in 2019.

ICBC has been striving to build a global brand. Under the integrated framework of “ONE ICBC” and with the uniform on strategy, system and culture on planning the operation concept, development target and transforming direction of the bank, ICBC strives to realize one point connection, whole group corresponding and global services.  By the end of 2017, ICBC planted 419 agencies in 45 countries and regions, and by direct participation in South African Standard Bank Group Ltd. its business covered 20 African countries that are south of Saharan regions. ICBC established agent relationship with 1545 foreign institutions in 143 countries and regions, which covered six continent and important global financial centers, forming a structured, reasonably positioned, channel diversified, operation effective and globalized financial network service platform.

In the meanwhile, ICBC actively assist with the local economic development through its global service network to promote the solution of hot and hard problems of local economic and social development. ICBC fully considered the impact to local residents, environment and society to improve local people’s livelihood, which manifested its courage and responsibility. The Sahiwal coal fired power plant in Pakistan is the first large high-efficiency clean energy coal power project invested in the China-Pakistan corridor, which will start the power generation on May 22, 2017 with expected annual power generating capacity of 9 billion kilowatt-hour. During the process of project construction, as a lead bank of the bank group, ICBC prepared and organized  1.44 billion dollars loan for the project. ICBC fully utilizes its advantage in group comprehensiveness and global service network to form a comprehensive financing structure for the project, providing strong support for the  execution of the project.  And it effectively alleviated the power shortage in the local area, which promoted the livelihood improvement of local Pakistanese people and the development of economy and society. The Teninskya gas power plant co-built by China and Russia employed the most advanced gas power generation equipment, which not only reduced the gas consumption of the power generation, but also reduced the exhaust gas to the atmosphere, which brought significant meanings to the local economic development and the improvement of local people’s living standard.

Innovation is the inexhaustible force for the perpetual development and existance of the bank.  While bridging with the world, ICBC is also perfecting itself by leading in the innovation of the industry and cultivating the innovation culture, guiding the overall innovation with system and technology innovation, continuously optimizing online and offline service system,  vigorously implement innovation on product and service,  perpetually enforcing the management innovation to become the leader and driver of intelligent financial ecology. Since the implementation of ICBC3.0, ICBC has been continuously promoting the construction of online channels to accelerate  innovation on online bank, mobile bank, telephone bank and other channels. The electronic banking business(mainly on Internet business) account for 94.86% of the overall businesses, and become the main channel of customer service. While promoting product innovation, ICBC is also reinforcing its management innovation to strengthen the compliance construction. Complete the system of organization differential management, optimize the assessment and valuation mechanism, strengthen internal management, complete consumer protection system; improve asset quality, upgrade industry structure, eliminate out-dated productivity; strengthen risk management, specify risk control responsibility, reinforce credit risk management, emphasize on operation risk prevention and control, reinforce market risk prevention, prevent cross risk infection.

In addition, we also conducted objective and rigorous research on internal system and social welfare of ICBC and evaluation on its financial performance and brand income.  The impact of financial data and brand income to ICBC’s brand value are as follows:

Firstly, changes in the underlying financial data leads to changes on financial assessment data and value of indicators are as follows:

Note: in which the increase of tangible assets income leads to decrease of intangible assets income. The ratio of income brought by the brand factor to intangible asset income has reduced by 1.5%, thus, the brand income(BCF) has decreased by 5.72% compared to last year.

Secondly, the difference in historical brand income, such as the difference in 2017 and 2016 leads to the difference in the forecast brand income.

Thirdly, the industry's average return on assets Z, brand strength scores, brand strength coefficient, discount rates, etc., ultimately led to changes in brand value. Details are as follows: 

Note: in which changes in the underlying financial data and brand strength, resulting in a slight increase in brand strength score; the overall average net asset income of the banking industry decreased; the selected forecasting increasing rate of brand income are the minimum increase rate, thus, this year, the last three years  historical average increase value is selected, rather than the average value of last three years historical increase rate, which improved the accuracy of the results.

The predicted brand revenue is different, so when the discount rate and the income period are determined, the discounted value of the brand income is naturally different, that is, the brand value is different.

It can be seen that the financial data of the enterprise is different if we choose different time to conduct the valuation.The brand strength score also changes with time. The result of the calculation for brand valuation will be different if all the relevant data is different, such as differences on average industry return on assets, brand sharing rate, predicted future increase rate of brand income.

Note: China Brand Value Network(www.bvrcn.com) continues to keep a close eye on the brand building of the listed brands, and welcomes people from brand, business, consumer, and media sectors to pay attention to the brand of Chinese companies. We will continue to analyze any changes of the companies on the China Top 100 Brand Value Rankings List.In the meanwhile, We also welcome well-known domestic and oversea companies provide their brand information and data to gain acknowledgment from more consumers. China Brand Value Network(www.bvrcn.com) will use its own resources to promote brand value and share brand information from all angles and with every promotion channel.

Note: with the integration and association of pragmatic and professional brand planning companies, celebrities from brand valuation sector,, China Brand Value Network(www.bvrcn.com) jointly released 2019 China top 100 brand value rankings with  project group of Peking University China Brand Valuation Standard Research Platform, experts and scholars.

The brand value evaluation standard is based on the brand leadership, quality of product and service, innovation ability, legal rights, brand building, social responsibility, financial performance, seven dimensions, 34 categories of elements, more than 80 indicators, and established a relatively complete and comprehensive indicator system. The standard truly pays attention to the operation law and status of the brand system, the future development trend, by which a prudent and comprehensive valuation is established in respect of the forming, survival and development, brand income, brand strength, etc.

According to the international common practice on brand valuation, the relationship between brand strength and brand revenue risk is established. The discount rate applicable to future brand income is converted from the brand strength score, with which the stable and reliable brand earnings brought in later by the brand is forecasted. The brand value is calculated using the presen value of excess income method.

In the process of valuation, hundreds of professional experts and scholars, senior company management are invited to appraise and select the candidate brands which published their financial information. The procedure of the valuation is scientific and prudent. The acquisition of some indicators cannot completely adopt an objective method, and it is necessary to rely on expert research methods such as expert ratings or consumer surveys with certain subjective components. Therefore, although the brand valuation strives to be objective, we still need to treat the evaluation results with a relative and dynamic thinking. Generally speaking, this is a set of brand valuation methods that are continuously being checked and repeatedly reasoned and strive for objective, fair and scientific.

Brand building is long-lasting, and in today’s fierce competition on brand market maintenance and management of brand value are an indispensable. Timely release of brand information, disseminate brand influence and accelerate consumers’ awareness and recognition of the dynamic and trend of brand is one of the most important means of sustainable development and growing of a brand.

On the basis of comprehensive, scientific, independent survey and in-depth research and reasoning to the development of brand value, the project group of Peking China Brand Valuation Standard Research Platform preliminarily established “Peking University China Brand Valuation Standard”.

We welcome the listed companies get close contact with the China Brand Value Network, so that more key information such as brand dynamics, innovation and core competitiveness can be shared with them, by which we can timely update the valuation results and ensure a up-to-date communication.     

You can provide the following information:

Brand origin, brand establishment time, brand core competitiveness, international sales scope, sales in China, awards, business license, company profile, patents, non-patent technology, intellectual property documents, trademarks, registration certificates, registration documents, brand building status, marketing situation, production and operation situation, research and development, industry situation, financial situation, social responsibility performance, corporate (corporate leadership) image publicity materials, innovation, brand slogan, etc.

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