Hold the phone; Yes, that's China Mobile among the world's top brands. Here's why.(News)(China Mobile Communications Corp. rules the world with its brand image)

Advertising Age, April, 2006

Byline: NORMANDY MADDEN

[beijing] The world's top global brands are Microsoft, General Electric, Coca-Cola and China Mobile Communications.

China Mobile? Yes. According to the Brand Z Top 100 survey of global brands from WPP Group's Millward Brown Optimor research unit, the state-owned Chinese company falls into fourth place, with $39 billion in brand value.

That's despite the fact that the telecommunications giant does not sell services outside its home country and has not shown a strong aptitude for marketing. Even within China, its name doesn't even crop up with Lenovo and Heier in debate over which mainland companies will be the first to create true global brands.

China Mobile's ranking came as a surprise even to Zhang Yixin,...

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