Unilever's Omo detergent strongest UK-owned brand in China

Omo: UK detergent brand is promoted on Chinese televsion
Omo: UK detergent brand is promoted on Chinese televsion

Unilever's Omo is the most powerful UK-owned brand in China, according to research from Millward Brown, ranking eighth in the burgeoning Asian marketplace in a list dominated by US-owned brands.

Omo, marketed by UK-Dutch Unilever as Persil in the UK, broke into the top-20 most powerful brands in China in research conducted on behalf of the BBC, for which 60,000 interviews were conducted between 2011 and 2013.

Of the top 10, all but two are US-owned, with KFC taking the top spot, thanks to its 4,429 restaurants in 800 cities across China. Rival fast-food chain McDonald’s – which plans to open 300 restaurants in China this year, taking its total to 2,000 – came seventh.

The only non-US-owned brands to make the top 10 are Omo – the UK’s only appearance in the entire top 20 ranking– and France’s Carrefour in 10th. P&G’s Pampers reached second place, and Colgate came third.

Elsewhere, soft-drink brand Coca-Cola ranked ninth, France’s L’Oreal was 15th and German car manufacturer Volkswagen gained 19th position. Like the UK, Italy achieved a single ranking, with Armani appearing in 20th.

South Korean electronics giant Samsung is the only Asian brand to make the ranking, attaining 16th. However, Western rival Apple – which many business commentators argue is losing ground to Samsung – achieved sixth place.

Millward Brown said that while consumers once favoured low-priced goods, a rise in living standards and income, coupled with a diminishing level of trust in Chinese brands, means that Chinese consumers are looking more at brands from outside their borders.

The BBC asked Millward Brown to conduct the research to assess how the growing middle-class consumer market in China is contributing to global businesses.

Peter Walshe of Millward Brown told the BBC, "Our research shows that in the last three years, trust in Chinese brands has eroded quite dramatically, This is an opportunity for well-known and well-supported international brands to make their move, as consumers start to value quality and experience as much as price."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers