Chinese Laminate Producer Takes Top Brand Honors i
Singapore, China, August 18--The World Brand Summit was held in Beijing on 6 August, 2005, with the World Brand Laboratory ("WBL")announcing the 2nd annual "Top 500 Most Valuable Brands in China".
"Power Dekor", the flagship product of Asia Dekor Holdings Limited ("Asia Dekor";
SES: A73), was ranked in 160th place with a valuation of over RMB 3.8 billion.
This ranking represents a leap of 55 places as compared to 2004, and an
increase of RMB 1 billion in terms of value.
For a second successive year, laminate producerm "Power Dekor" has ranked first in the construction materials sector.
World renowned brand names such as Haier (1st), Lenovo (2nd), CCTV (3rd), China Mobile (11th), Tsingtao (29th), Mengniu (57th) and Sohu (150th) were among those listed in the top 500. Of the 500 brands selected, brands which are created and used by Singapore listed companies include Power Dekor (160th) of Asia Dekor, Eagle (402nd) of Eagle Brand Holdings Limited and Want Want (449th) of Want Want Holdings Limited.
Based on the valuation of the WBL, "Power Dekor" represents the epitome of laminated wood flooring in China. Through many years of continual technological advance and marketing efforts, the brand now enjoys a unique market position.
Mr. Liu Gongting, Chairman of Asia Dekor says: "We are proud and thankfulthat the WBL has recognized the brand value of our flagship product. To maintain a steady growth rate and at the same time manage the competitive forces of the market, our core value remains in investing and further development of wood flooring and related products, and at the same time continue to build the brand image of Power Dekor."
The World Brand Laboratory is an internationally recognized institute specializing in the research of global brands. Established in 1999, it is currently chaired by Noble Prize winning economist Robert Mundell, together with a board of consultants from world leading academic institutes such as Harvard University, Yale University, Massachusetts Institute of Technology, Oxford University and Cambridge University. Research findings by the WBL are universally used by multinational companies when valuing intangible assets. Being one of the five leading authorities in brand valuation, WBL employs a valuation technique known as "Economic Use Method", which is globally recognized by the financial industry. Economic Use Method is a scientific analysis of markets, customers, brands, patents and experience to generate the financial contribution made by a brand name to the company as a whole.
Asia Dekor Holdings Limited (SES: A73) was established in 1994 and listed on the Singapore Stock Exchange in 1999. The company is principally engaged in the design, manufacture and sales and distribution of laminated wood flooring and related products. Currently, the group has two production facilities in China, located in Shenzhen and Heyuan, with an annual production capacity of 16 million square metres laminated floors and 200,000 cubic metres fibreboards, respectively. The group is now in course of building a factory in Huizhou for the manufacture of particleboards. Construction will be finished by end of this year. Asia Dekor, through a joint venture, has a well established distribution network with over 1,500 exclusive distribution outlets throughout China.
