Visa, Nokia, Nike most effectively engaging brands in China : R3

The research is based on over 9,000 respondents, and mapped against media spend.

“Visa has used the small media investment it has made in the last three months effectively to build connections and brand impact,” said Sunny Chen, senior researcher at R3, and project head for the research.

Chen added that both Nokia and Nike have leveraged a much larger media spend effectively to build brand love with consumers.

The study looks at three critical factors affecting brand engagement in China, including favourite brand, asset engagement and brand value. The results are then cross tabbed against media spend in order to establish the most cost effective companies in connecting with Chinese consumers.  The study is done every three months across ten cities in China.

While China Mobile leads in the overall Index, their large media spend impacts their overall cost efficiency. 

“China Mobile still dominates on the discussion of 'favourite brand', but despite the massive media spend, it is not making the brand connections and associations of Nike, Adidas, Li Ning and others,” said Chen.

Most effective brands for engagement, China – Dec 2010

On the other hand, despite appearances by Lenovo, Li Ning and Haier in the top ten cost effective list, local brands are still to build the depth of brand value and asset leverage of some of their foreign competitors.