From January 20 to 24, 2025, the World Economic Forum 2025 Annual Meeting was grandly held in Davos, Switzerland. Centered on the theme of “Cooperation in the Age of Intelligence,” the meeting attracted nearly 3,000 representatives from governments, enterprises, academia, and other global sectors. As a key part of the meeting, the 2025 Davos World Brand Summit gathered top brands from around the world to explore new trends in brand digitization and securitization, and released the “2024 World’s Top 500 Brands” and “2024 World’s Top 500 Innovative Brands” rankings.

Brand Assetization: The Key to Reshaping Global Brand Value

In recent years, global brand value has been undergoing profound transformation. Brands are no longer just market competition tools—they’ve become new focal points for assetization and securitization. At the summit, numerous experts delved into how brands can maximize value under the RWA (Real World Asset) model.

Brand assetization is increasingly becoming the core competitiveness of enterprises in the capital market. Data shows the global brand asset market has reached several trillion USD in scale, and the securitization of brand assets has become a crucial method for enterprises to expand globally and enhance market recognition. According to data from Deloitte, a leading global consulting firm, the financing growth rate of the brand securitization market over the past year ranged from 25% to 30%. This trend indicates that more and more enterprises are converting intangible brand assets into tradable financial assets, promoting sustainable growth in brand value. Global brand asset trading platforms such as MINAX are providing innovative solutions for the marketization and liquidity of brand assets.

2024 World’s Top 500 Brands and Trends in Chinese Brands

The summit officially released the “2024 World’s Top 500 Brands” and the “2024 World’s Top 500 Innovative Brands.” The rankings not only showcased the competitiveness of global brands but also reflected the regional distribution of brands by country. The data showed that U.S. brands continued to dominate with 145 entries, including giants such as Apple, Microsoft, and Amazon. Chinese brands also stood out with 81 entries, 10 more than the previous year.

Experts believe that the rise of Chinese brands is largely due to digital transformation and the push toward brand assetization. Increasingly, Chinese companies are shifting from manufacturing advantages to building brand value, leveraging global brand asset trading platforms like MINAX to achieve brand securitization, increase brand premium capabilities, and gain more recognition in international markets.

Challenges and Opportunities for Globalization of Chinese Brands

At this year’s summit, several Chinese brands successfully made it into the global Top 500 list, showcasing their rising global presence. However, experts pointed out that while Chinese companies have significant strengths in manufacturing and market scale, they still face numerous challenges in brand value management and assetization.

Over the past 30 years, Chinese enterprises have earned a spot in the global market with strong manufacturing capabilities, but their brand potential has yet to be fully unlocked. Now, companies are transitioning from “manufacturing” to “branding,” striving to enhance brand premiums for better market recognition and user loyalty. Platforms such as MINAX are helping Chinese companies achieve this shift by enabling brand assets to gain pricing power through securitization.

Popular Brands on the MINAX Global Brand Exchange

MINAX, as a global brand trading platform, utilizes RWA technology to support the assetization transformation of many Chinese brands, helping their brand value gain recognition in the capital market and providing new solutions for brand internationalization. For example, the well-known food and beverage brand Nikusa completed brand securitization on the MINAX platform, successfully entered the UAE market, and secured financing, further accelerating its global expansion.

Putting Brand Securitization into Practice: How RWA Supports Global Brand Growth

Brand securitization is becoming a new frontier in global capital markets. Leveraging the transparency and decentralization of blockchain technology, brand assets can circulate more efficiently, enhancing global competitiveness.

Mr. Danny Deng, Founding Initiator and Director of MINAX

At the summit, Danny Deng, Founding Initiator and Director of MINAX, stated: “Brand assetization is the necessary path for a brand to go global. Through innovative technologies, MINAX provides a compliant, secure, and transparent trading environment that helps brands gain greater recognition and liquidity in capital markets.”

Currently, MINAX has obtained compliance qualifications in the UAE, Canada, and plans to further expand into European and American markets to offer a new model for brand asset transactions worldwide.

Looking Ahead: How Brand Assetization Will Reshape Global Markets

Over the next five years, brand securitization is expected to further drive the development of the global brand economy. The global brand asset market is projected to continue growing, and enterprises must follow this trend to improve the quantifiability and marketability of their brand value.

As the wave of brand securitization sweeps the globe, platforms like MINAX are helping businesses seize the opportunity and maximize brand value. MINAX plans to launch over 100 brand tokens in the coming year, covering consumer goods, luxury products, technology, and more, promoting the healthy flow of brand assets in capital markets.

Conclusion: A New Era of Global Brand Assetization Has Arrived

The convening of the 2025 Davos World Brand Summit marks the beginning of a new stage in global brand assetization. In the context of accelerating global economic integration, brand securitization is becoming a key path for enterprises to enhance their international competitiveness.

The successful practices of platforms like MINAX provide feasible solutions for the digitization and securitization of brand assets, helping enterprises achieve a leap in value on the global capital stage and embrace the new challenges and opportunities of the intelligent era.