世界品牌實驗室發布2017年世界品牌500強
谷歌、蘋果、亞馬遜排前三,美英法為第一陣營,中國僅37個品牌入榜
 
World Brand Lab Released “the World’s 500 Most Influential Brands”
Google, Apple and Amazon were the top three, US, UK and France were top-tier countries, only 37 Chinese brands on the list
 

由世界品牌實驗室(World Brand Lab)獨家編制的2017年度(第十四屆)《世界品牌500強》排行榜于12月21日在美國紐約揭曉。去年的亞軍谷歌(Google)自發布人工智能戰略后,在科技的道路上越走越堅定,一舉擊敗蘋果(Apple)重返寶座。蘋果(Apple)退居第二,亞馬遜(Amazon)在新零售模式中穩步推進,繼續保持季軍的位置。美國占據500強中的233席,穩居品牌大國第一。中國入選的品牌只有37個,與經濟第二大國的地位并不匹配。其中表現亮眼的品牌有國家電網、騰訊、海爾、華為、中國華信、青島啤酒、五糧液、中國國航、中國太平。

 

Dec 21, 2017, New York — World Brand Lab released “the World’s 500 Most Influential Brands” (14th edition) list. Google, runner-up of last year’s list beat Apple and regained the throne. Since the release of AI Strategy, Google continued to spark with high popularity in technology sector. Apple relegated to second place and Amazon continued to maintain its third place with its new retail model success. 233 US brands were in the list, indicating US’s first place with strong power of brands. China had only 37 selected brands, which did not match the status of its second largest economy in the world. Some of the best-performing brands are State Grid, Tencent, Haier, Huawei, CEFC China Energy, Tsingtao Brewery and Wuliangye.

 
 

連續十四年發布的《世界品牌500強》(The World's 500 Most Influential Brands),其評判依據是品牌的世界影響力。所謂品牌影響力(Brand Influence),是指品牌開拓市場、占領市場并獲得利潤的能力。按照品牌影響力的三項關鍵指標,即市場占有率(Market Share)、品牌忠誠度(Brand Loyalty)和全球領導力(Global Leadership),世界品牌實驗室對全球2萬個知名品牌進行了評分,最終推出了世界最具影響力的500個品牌。

 

Based on brand’s global influence, the ranking list of the " the World’s 500 Most Influential Brands " has been released for 14 consecutive years. Brand Influence refers to ability of brand to open up the market, capture the market and earn profit. According to three key indicators of brand influence, namely Market Share, Brand Loyalty and Global Leadership, World Brand Lab scored more than 20,000 famous brands around the world and eventually launched the world's most influential 500 brands.

 

2017年《世界品牌500強》排行榜入選國家共計28個。從品牌數量的國家分布看,美國占據500強中的233席,繼續保持品牌大國風范;歐洲傳統強國法國和英國分別有40個和39個品牌上榜,分列二三位。日本、中國、德國、瑞士和意大利是品牌大國的第二陣營,分別有38個、37個、26個、21個和14個品牌入選。由此可見,即使歐洲經濟低迷,但歐美國家的超級品牌似乎依然堅挺。中國雖然有37個品牌入選,但相對于13億人口大國和世界第二大經濟體, 中國品牌顯然還處于“第三世界”。

 

The the World’s 500 Most Influential Brands list includes brands from 28 countries. From the nation distribution of the brands, the United States occupies 233 out of the top 500, keeping its brand superpower. The traditional European powers France and UK have 40 and 39 brands, respectively, ranking second and third places. Japan, China, Germany, Switzerland and Italy are the second camps for brand powerhouses with 38, 37, 26, 21 and 14 selected brands respectively. Thus, despite the economic downturn in Europe, the super-brands in Europe and the United States seem to be firm. Although 37 brands are selected in China, Chinese brands are clearly still in the "third world" as it owns 1.3 billion populations and is the second largest economy in the world.

 
 

今年《世界品牌500強》共覆蓋了56個行業。其中,汽車與零件行業共有38個品牌入榜,排名升至第一;食品與飲料行業以35個品牌退居第二;傳媒行業在經歷去年的重創后,今年品牌數量仍然排名第三,入選33個品牌。能源(25個)以及互聯網(23個)行業均有小幅上漲。在過去的一年中,全球互聯網市場繼續保持高速增幅,2016年底全球互聯網用戶達到34億,中國依舊是全球最大的互聯網用戶市場。

 

This year, the “the World’s 500 Most Influential Brands“ covers 56 industries in total. Among them, the automotive and parts industry with a total of 38 brands listed, ranking rises to the first; food and beverage industry with 35 brands ranks second; after last year's heavy hit, media industry still ranks third this year, with 33 brands selected. Energy (25) and Internet (23) industry both have a slightly larger proportion. The global Internet market has kept its rapid growth in the past year. By the end of 2016, the number of Internet users in the world reached 3.4 billion. China is still the largest Internet user market in the world.

 
 

今年新上榜的品牌總計有38個,這些品牌分散于各個行業。其中,有24個品牌來自美國,其余來自于中國(3個)、瑞士(3個)、日本(2個)等。美國作為世界品牌強國,各個行業都有品牌佼佼者,新上榜的戴爾公司(Dell)是最大 PC 制造商之一,自2013年轉型后,跨出了轉折性的一步。韓國起亞(Kia Motors)、日本東京海上控股(Tokio Marine)也紛紛進入榜單;而中國新上榜的中國南方電網(China Southern Power Grid)、中國中車(CRRC)和五糧液(Wuliangye)也一直聞名中外。

 

A total of 38 brands are newly listed this year, and these brands are scattered in various industries. Among them, there are 24 brands from the United States, the rest from China (3), Switzerland (3), Japan (2) and so on. As a powerful country in brands, the United States has leaders in all industries. The newly listed brand Dell, one of the largest PC manufacturers, has taken a turnaround since the transition in 2013. Kia Motors from South Korea and Tokio Marine from Japan are also included in the list. The newly listed China Southern Power Grid, CRRC and Wuliangye from China have all been well-known worldwide.

 
 
 

受薩德事件影響,零售品牌樂天(Lotte)在中國的業務近乎癱瘓,成為今年下滑最大的品牌輸家。因被爆出造假丑聞,三菱(Mitsubishi)品牌聲譽受損,使其直接跌落了104個座次;同樣曾屬日本制造業典范的日產(Nissan)也在今年被爆出存在了38年的質檢丑聞,導致工廠停產、車輛召回、銷量嚴重下滑,品牌價值下跌。同樣因為深陷丑聞風波而導致品牌排名下降的還有優步(Uber),互聯網共享經濟正在蓬勃發展,優步的丑聞使其市場份額也在近些年不斷下降,驗證了其品牌形象的跌落。值得一提的是,新興行業的迅猛發展與傳統老牌行業的衰退有著鮮明的對比,老牌手機制造業也繼續下滑,曾經的手機巨頭愛立信也已跌出了500強榜單。

 

Under the influence of THAAD, the retailer Lotte's business in China was almost paralyzed, making it the biggest loser this year. Mitsubishi got bad reputation as a result of the scandal and the rank dropped 104. Nissan, the model sample in Japanese manufacturing industry, was blasted for its 38-year low quality check, resulting in factory shutdown, car’s recall, sales decline, and slumped brand value. Brands that are suffered from scandal and declining ranking also include Uber. the Internet sharing economy is booming, but Uber’s scandal made its market share decline in recent years, validating its deterioration in brand image. It is also worth mentioning that the rapid development of emerging industries and the decline of the traditional time-honored industry has a sharp contrast. The time-honored cell phone manufacturing industry continued to decline, and Ericsson, the cell phone giant once, has dropped out of the top 500 list.

 
 
 

2017年度《世界品牌500強》的平均年齡達到100.19歲,相比去年的93.71有所上升。其中100歲及以上的“老字號”達216個,美國以94個占比達到4成。英國的兩所知名學府牛津、劍橋分別列為最古老品牌的前兩名。學校的歷史積淀是知識的沉淀感的最佳表象。除去擁有悠久歷史的著名大學之外,中國的茅臺(Moutai)是企業界擁有最長歷史的品牌。此外,法國兩家老牌公司圣戈班(Saint Gobain)和人頭馬(Rémy Martin)也分別擁有352年和293年歷史,在古老品牌中名列前茅。中國入選的37個品牌中只有茅臺、青島啤酒、五糧液、中國銀行超越百齡。依行業來看,食品與飲料類品牌最古老,100歲以上的入選品牌占到了27個。而互聯網品牌最年輕,如連我(LINE)、WhatsApp、Instagram等品牌從建立至今不到 10 年的時間,卻都擁有幾億用戶,并成為世界級品牌。

 

The average age of brands on the list in 2017 reaches 100.19 years old, up from 93.71 last year. Of these, 216 were time-honored brands which have the age of 100 and over. The United States accounts for 40% with 94 brands. Two well-known British universities Oxford and Cambridge, respectively, are listed as the top two oldest brands. The historical accumulation of the school is the best representation of the weight of knowledge. Apart from the famous universities with a long history, China's Moutai is the longest-running brand in the business world. In addition, Saint Gobain and Rémy Martin, two time-honored French companies, were 352 and 293 years old respectively, and top among the oldest brands. Among the 37 brands selected from China, only Moutai , Tsingtao , Wuliangye and Bank of China reaches the age of 100 and over. By industry, brands in food and beverage industry are the oldest, with 27 selected brands over the age of 100. The brands in Internet industry are the youngest and brands, such as LINE, WhatsApp and Instagram, already earn hundreds of millions of users and become world-class brands although they are all less than 10 years old.

 
 
 

針對中國品牌入選數量少的問題,美國加州大學伯克利分校Haas商學院米格爾·博阿斯教授(Miguel Villas-Boas)認為,“過去,中國品牌的命名、定價和形象設計,都不夠國際化。在未來,隨著移動網絡和社交媒體的全球普及,能使中國品牌很容易接觸到各國最終用戶,并迅速縮小與世界品牌的差距”。哈佛大學商學院約翰·戴騰(John Deighton)教授認為,“中國品牌在歐美一線市場目前沒有站穩腳跟,但是在非洲、南美、南亞等二線市場,中國品牌策略是成功的。譬如在非洲,中國品牌的手機銷量超過了蘋果和三星。”

 

According to Miguel Villas-Boas, professor at the Haas School of Business at the University of California, Berkeley, in view of the small number of selected Chinese brands: “In the past, the naming, pricing and image design of Chinese brands were not sufficiently internationalized. In the future, with the global popularization of mobile networks and social media, Chinese brands will have easy access to end-users in all countries and rapidly narrow the gap with world brands. " According to Professor John Deighton of Harvard Business School, "Chinese brands are not well established in the US and Europe first-tier markets, but their brand strategies have been successful in second-tier markets such as Africa, South America and South Asia. For example, in Africa, the sale volume of Chinese brands phones exceeds those of Apple and Samsung. "

 

世界品牌實驗室主席、諾貝爾經濟學獎得主羅伯特·蒙代爾(Robert Mundell)教授分析說,“品牌價值的魅力,往往能通過資本市場體現。譬如,蘋果、谷歌、亞馬遜的市值分別為8900億美元、7500億美元和5600億美元。如此高的市值中,品牌價值至少占有60%。中國政府應該通過各種途徑,鼓勵企業實施品牌策略。譬如,中國本土市場的超級品牌(Super Brand)大約5000個,很多品牌企業并沒有公開上市融資,但可以鼓勵品牌證券化,用來產生現金流。品牌證券化在歐美流行多年,是一種重要的金融工具”。

 

Robert Mundell, chairman of World Brand Lab and Nobel laureate in Economics, said, “the charisma of brand value can often be reflected in the capital markets. For example, the market capitalization of Apple, Google and Amazon is 8900 billion, 750 billion and 560 billion US dollars respectively. The brand value would at least account for 60% of such high market capitalizations. Chinese government should adopt various channels to encourage enterprises to implement brand strategy. For example, there are around 5000 Super Brands in the Chinese domestic market and many of them are not publicly listed for funding. However, they can be encouraged for brand securitization to generate cash flow. Brand securitization has been prevalent in Europe and the United States for many years as an important financial tool.

 

2017年度《世界品牌500強》的完全榜單和分析報告,刊登在世界企業家集團旗下的《總裁》雜志12 月號上。世界品牌實驗室自 2003年開始就對世界50個國家的4萬多個主流品牌進行跟蹤研究,并建立了最大的世界品牌數據庫。世界品牌實驗室(World Brand Lab)是全球領先的品牌咨詢、研究和測評機構,由1999年諾貝爾經濟學獎得主羅伯特?蒙代爾教授(Robert Mundell)擔任主席,全資附屬于世界企業家集團(iCEO.com)。世界品牌實驗室致力于品牌估值、品牌戰略、品牌命名、品牌設計、品牌保護,其專家和顧問來自哈佛大學、耶魯大學、麻省理工學院、牛津大學、劍橋大學等世界一流學府,其研究成果已經成為許多企業并購過程中無形資產評估的重要依據。

 

The full list and analysis report of the “World’s 500 Most Influential Brands“ is published in the 12th issue of Boss magazine, subsidiary of World Executive Group. Since 2003, World Brand Lab has been tracking more than 40,000 major brands in 50 countries in the world and has established the largest world brand database. World Brand Lab is the world's leading brand consulting, research and evaluation agency. 1999 Nobel Prize-winning economist Robert Mundell serves as the president of World Brand Lab. World Brand Lab is a wholly owned subsidiary of the world-leading strategy consulting company World Executive Group (icxo.com). World Brand Lab is committed to brand valuation, brand strategy, brand naming, brand design, brand protection and is comprised of experts and consultants from Harvard University, Yale University, Massachusetts Institute of Technology, Oxford University and University of Cambridge. Their significant research findings have been applied by many enterprises as important references of intangible asset evaluation in mergers and acquisitions (M&A) processes.

 
 

編制說明:

 

Notes:

 

1. 本排行由世界品牌實驗室(World Brand Lab)獨家編制,依據四項指標:品牌影響 力(Brand Influence)、市場占有率(Market Share)、品牌忠誠度(Brand Loyalty)和全球領導力(Global Leadership))。

 

1. This ranking list is exclusively compiled by World Brand Lab based on four indicators: Brand Influence, Market Share, Brand Loyalty and Global Leadership.

 

2. 合并后的聯合品牌, 以合并前的品牌中的年長品牌為準,如路透社1850年成立,湯姆森集團 1953 成立,那么合并后的湯森路透的品牌年齡應從1850年算起。

 

2. The brand age of the joint brand after merger will be the older one before merger, for instance, Reuters was established in 1850 and Thomson Group was established in 1953, then the combined Thomson Reuters brand age should be from 1850 onwards.

 

3. 被跨國兼并的品牌,以被兼并前的誕生地所在國家為“品牌國籍”;設立多國總部的品牌,以誕生地所在國家為“品牌國籍”。

 

3. A multinational-merger brand is located in the country where the company is located before merger; A brand with multinational headquarters is located in the country of origin

 

4. 橫跨多種行業的品牌,以收入最多的主營業務所在行業為準。

 

4. For a brand with variety of sub-sectors, sector category is selected based on the main business with most revenues

 

5. 外國品牌的中文名稱以中國大陸的約定俗成翻譯為準,沒有中文名稱的外國品牌,世界品牌 實驗室將視情況進行翻譯或不翻譯。

 

5. The Chinese name of the foreign company is based on the translation in mainland China. The foreign brands without Chinese name shall be translated or untranslated according to specific situation

 
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