China's search engine Baidu and market survey firm Millward Brown ACSR recently released the 2013 digital asset lists of brands.
The two companies 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.
What's the brand digital asset? According to Baidu, it is all the active contents related with brands in the Internet. 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.
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).
The lists released involved the ranking of over 20 categories of brands, including mobile phones, milk powder, non-alcoholic drinks, and more. Seven domestic brands ranked on the list of mobile phone brands.
Smartphone maker 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.
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.
With 90% netizen coverage in China, Baidu gets billions of search request responses every day.