Baidu Works with Millward Brown ACSR to Release the First Digital Asset Lists of Brands in China

BEIJING, Nov. 20, 2013 /PRNewswire/ -- On November 18, Baidu worked with Millward Brown ACSR, a world-leading market survey institution, to release the 2013 digital asset lists of brands. The "Brand Digital Asset", first proposed in the lists, evaluated the performance of brands in the digital field by integrating and verifying the big data of magnanimous consumers' searches in Baidu and the small data of Millward Brown ACSR's leading consumer brand attitude from various aspects.

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The lists released this time involved the ranking of over 20 categories of brands, including mobile phones, milk powder, non-alcoholic drinks, and more. 7 domestic brands ranked on the list of mobile phone brands. In particular, Xiaomi, which performed remarkably in digital marketing field in recent two years, surpassed traditional mobile phone giants Motorola, Blackberry and Nokia and ascended into the top three. On the list of milk powder brands, domestic and overseas brands performed equally. However, there were a few traditional channels of marketing in China, and Friso, good at Internet oral spreading, ranked at the top. In the list of non-alcoholic drink brands, the quantity of foreign brands far surpassed domestic brands. Coca Cola and JDB ranked in the top two places with absolute predominance. In terms of overall trend, the layout of brand digital asset was characterized by an obvious long-tail. The total digital assets of top 20 brands occupied over half of all the digital assets. In addition, a lot of new brands emerged, revealing the successful path of founding brands in the digital era.

What's the brand digital asset? It refers to the all the active contents related with brands in the Internet and it is the quantized audit of all the accumulated information of brands in the Internet. Based on the form of an aggregative indicator, the performance of brands in the digital field is evaluated. In the digital tide, brands in the eyes of consumers are merely a part of brand asset, but active contents related with brands in the Internet are the new assets in the digital era. Therefore, the concept of brand digital asset is proposed.

To be specific, brand digital asset consists of information inventories and connected activeness. Meanwhile, it can be subdivided into five indexes, including digital content quantity, favorability, attention, participation degree and association degree. Currently, search is the major connection mode between consumers and brand contents. Relying on 90% netizen coverage, Baidu gets billions of search request responses every day, and possesses the most comprehensive contents of brand information and the data of consumer behaviors in China. Finally, Baidu concludes the digital assets of various brands by analyzing positive contents (favorability), frequency of connecting brand information by consumers effectively (attention), average connection strength (participation degree) and connection quality (association degree).

In addition, in order to further verify the rationality of lists and based on Baidu's big data of magnanimous searches, the digital asset lists of brands have included the data of consumer brand attitude accumulated by Millward Brown ACSR BrandZ™ in the last decade for mutual integration and verification. At present, Millward Brown ACSR possesses the largest brand asset database in the world, and has accumulated brand asset data of thousands of brands in over 30 categories. During the verification process, both parties have discovered that brand digital asset is closely related with brand loyalty, further verifying the important significance and practical value of brand digital asset on brand asset.

Zhu Guang, Vice President of Baidu, expressed, "Digital asset lists of brands have clearly described the current situation of brand influence in the Internet in real time with the brand influence of big data quantization, thus assisting advertisers in constructing a digital era and managing brands." It's said that Baidu will hold Moments marketing ceremony in Beijing on November 21, 2013. On the occasion, complete "Digital Asset Lists of Brands" will be formally released on the site, and sponsors will further explain the lists in detail.

(For the complete lists, please visit http://bim.baidu.com/brandequity.html).

SOURCE Baidu