Brand Finance's selection criterion for its "Global Top 100 Most Valuable Brands" include a brand strength index (BSI), brand loyalty and marketing investments. The international enterprises on this list boast outstanding comprehensive capabilities. For Huawei, its brand value incorporates both hard power and soft power. Its continued appearance on global brand rankings shows that Huawei has successfully established global awareness of its brand. Huawei is now the mobile phone company with the third largest share of the smartphone market and the first Chinese mobile phone company having achieved annual sales of more than 100 million units.
With this recent selection, Huawei is once again ranked among the world’s top 100 renowned brands, after being inclued in the Interbrand "Best Global Brands" for both 2014 and 2015, as well as being selected by BrandZ for its "Global Top 100 Most Valuable Brands" in 2015.
In 2014, Huawei became the first Chinese company to be chosen for the Interbrand "Best Global Brands", when it was ranked in 94th place. In October 2015, Huawei was again ranked among the Interbrand "Best Global Brands", this time rose to 88th place. Huawei was also chosen by BrandZ in 2015 for its "Global Top 100 Most Valuable Brands," ranked 16th among science and technology brands. BrandZ valued the Huawei brand at over US$15.3 billion in 2015, while Brand Finance put the number at more than US$19.7 billion, up 70% from the year before to rank Huawei eighth in terms of growth rate.
At present, Huawei has deployed its products and solutions in more than 170 countries and regions. It also has 16 research institutes in the United States, India, Sweden, Russia, China and other places. In the rapidly changing and growing field of science and technology, Huawei already has world-class innovation and R&D capabilities, and remains committed to innovation and R&D in many scientific and technological fields.
In recent years, Huawei has seen strong growth in its overseas businesses, and its consumer business now ranks third in terms of smartphone global market share. In 2015, Huawei had global smartphone sales of 108 million units, up 44% YoY, with annual revenue over US$20 billion, up nearly 70% YoY. Demand for the flagship Mate 8 just after launch was much stronger than anticipated, and Huawei's other high-end products also have shown remarkably strong brand power. In a 2015 brand research report by IPSOS, Huawei received a Net Promoter Score of 47, ranking third in the world. This means that users of Huawei mobile phones report a positive product experience, which in turn reflects the significant improvement that Huawei has made in its user experience.
In 2015, Huawei's consumer business continued to make breakthroughs in overseas markets, rapidly gaining market share in Europe, Latin America, the Middle East and Africa. For 2016, the company plans to expand further into overseas markets, widen its lead in the Chinese market, and catch up with Apple and Samsung in the high-end market. According to data from IPSOS, Huawei's global brand awareness rose from 65% in 2014 to 76% in 2015. In Europe, Huawei's brand awareness last year reached 68% in Germany, 82% in Italy and 79% in Spain, which means that Huawei has successfully made most consumers in Europe aware of its brand.
In recent years, Huawei has worked to enhance its brand influence through marketing at popular sporting events. Its sponsoring of football and other popular sports around the world has brought tremendous growth to Huawei's sales in Europe and America, helping to win good brand reputation for Huawei. On March 17, 2016, Huawei announced its new global brand ambassador would be football superstar Lionel Messi – a player that has participated in five seasons of FIFA. This cooperation is expected to help Huawei go further in the high-end market, and should attract more global consumers to know and love the Huawei brand.