Baidu is the company that informs China. The country's leading search engine offers a one-stop shop for news, celebrity gossip, location-based maps and streaming music.
But brand value declined 12% this year, a performance Rana chalked up to increased competition from upstart Chinese Internet firms.
"The challenge for Baidu is that they are a window to the world, but there are new windows all the time," Rana said. "They need to respond to that."
