SHUNDE, China, Feb. 14, 2017 /PRNewswire/ -- Brand Finance, a UK-based independent brand valuation consultancy, recently published its Global 500 2017 ranking of the world's most valuable brands.
There were 55 Chinese brands on the list, with Country Garden ranking 183rd. Brand Finance, a world-renowned brand value and strategy consulting firm, assesses thousands of the world's biggest brands every year and includes the brands considered as delivering the most value in the annual Brand Finance Global 500 report.
In this year's selection, Brand Finance took "what the owner would have to pay for the use of the brand - assuming it were not already owned" as the calculated value. The evaluation was based on familiarity with and awareness of the brand by the public, customer loyalty, promotional activities, investment in marketing, employee satisfaction and corporate reputation, among others. At the same time, the team in charge of making the evaluations also took into account how much of the brand owner's future earnings can be attributed to the value of the brand. Brand is an important tool by which a firm can differentiate oneself from similarly-placed competitors, and it is also an intangible asset with an infinite useful life.
Country Garden is listed on the Forbes List of the World's 500 Biggest Public Companies and is one of China's top three real estate developers. In 2016, Country Garden signed contracts valued in the aggregate at 308.84 billion yuan. As a major player in China's new urbanization process, Country Garden is a developer of the global smart eco-city. The company not only promoted urban modernization in over 400 cities and towns, improving the living conditions and quality of life for local residents, but also laid out the plans that will result in the realization of multi-layered, fully-integrated concept in urban planning - Forest City - in Iskandar, Malaysia.
On November 8, 2016, Country Garden became the only real estate company that was invited to join the National Brand Plan, a program that highlights leading Chinese companies undertaken by CCTV, the predominant state television broadcaster in China. Over the next 30 years, companies that have joined the plan will represent China as a national brand as they participate in global business competitions and cultural exchanges, as part of the country's overall plan to redefine the meaning of "Made in China."
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