On May 10, 2017, the first “Chinese Brands Day” established by the State Council, the first “Bund • Chinese Brands’ Innovative Value List (TOP100)” (hereinafter referred to as “Bund Brand List”) jointly formulated by the School of Management, Fudan University and the Shanghai Corporate Culture and Brand Research Institute after one year of research and development was officially released at Peace Hotel.

The “Bund Brand List” released this time established a unique “model of elements driven by brands’ added value” by studying sources of and factors driving brands’ added value from enterprises’ perspective and researching 3,530 enterprises. The contributions of brand marketing and enterprises’ brand management ability were surveyed and assessed. Before the preliminary result was announced, the research and development entities invited more than ten experts from the Shanghai Academy of Social Sciences, Shanghai Jiao Tong University, New York University Shanghai, Shanghai University of Finance and Economics and East China University of Science and Technology to further discuss the brand value evaluation model, and they reached consensus on the relationship between enterprises’ brand strategies and brand value creation. The research and development entities, according to the experts’ opinions, further improved the brand value evaluation method and assessment system, and finally completed the work of formulating the “Bund Brand List”.

In view of the evaluation result of the first “Bund Brand List”, China Mobile, SAIC Motor, CNPC, Huawei, Kweichow Moutai, Tencent, Vanke, Sinopec, China State Construction and CNOOC were among the top 10. This basically reflects the Chinese real economy’s corporate competitiveness overall, covering main leading enterprises in the fields of communication services, traditional and high- and new-tech manufacturing, energy and real estate. Most of them have entered the list of top 500 enterprises in the world. The “Bund Brand List” shows their brand value creation ability has also begun to reach the world’s advanced level.

The research, development, release and spreading of the “Bund Brand List” are conducive to guiding various quarters of the society to pay more attention to the relationship between brand value and investment in technological innovation, enterprises’ brand development and brand management ability, are conducive to promoting supply-side reform for China’s economy, and are of important significance to promoting development of the brand economy and transformation and growth of Chinese enterprises and the Chinese economy.