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.
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.