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世界品牌实验室发布2017年世界品牌500强
谷歌、苹果、亚马逊排前三,美英法为第一阵营,中国仅37个品牌入榜
 
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
 

由世界品牌实验室(World Brand Lab)独家编制的2017年度(第十四届)《世界品牌500强》排行榜于12月21日在美国纽约揭晓。去年的亚军谷歌(Google)自发布人工智能战略后,在科技的道路上越走越坚定,一举击败苹果(Apple)重返宝座。苹果(Apple)退居第二,亚马逊(Amazon)在新零售模式中稳步推进,继续保持季军的位置。美国?#23395;?00强中的233席,稳居品牌大国第一。中国入选的品牌只有37个,与经济第二大国的地位并不匹配。其中表现亮眼的品牌有国家电网、腾讯、海尔、华为、中国华信、青岛啤?#21860;?#20116;粮液、中国国航、中国太平。

 

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.

 
 

连续十四年发布的《世界品牌500强》(The World's 500 Most Influential Brands),其评判依据是品牌的世界影响力。所谓品牌影响力(Brand Influence),是指品牌开拓市场、占领市场并获?#32654;?#28070;的能力。按照品牌影响力的三项关键指标,即市场占?#26032;?Market Share)、品牌忠诚度(Brand Loyalty)和全球领导力(Global Leadership),世界品牌实验室对全球2万个知名品牌进行了评分,最终推出了世界最具影响力的500个品牌。

 

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强》排行榜入选国家?#24067;?8个。从品牌数量的国家分布看,美国?#23395;?00强中的233席,继续保持品牌大国风范;?#20998;?#20256;统强国法国和英国分别有40个和39个品牌上榜,分列二三位。日本、中国、德国、瑞士和意大利是品牌大国的第二阵营,分别有38个、37个、26个、21个和14个品牌入选。由此可见,即使?#20998;?#32463;济低迷,但欧美国家的超级品牌似乎依然坚挺。中国虽然有37个品牌入选,但相对于13亿人口大国和世界第二大经济体, 中国品牌显然还处于“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强》共覆盖了56个行业。其中,汽车与零件行业共有38个品牌入榜,排名升至第一;食品与饮料行业以35个品牌退居第二;传媒行业在经历去年的重创后,今年品牌数量仍然排名第三,入选33个品牌。能源(25个)?#32422;?#20114;联网(23个)行业均?#34892;?#24133;上涨。在过去的一年中,全球互联网市场继续保持高速增幅,2016年底全球互联网用户达到34亿,中国依旧是全球最大的互联网用户市场。

 

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.

 
 

今年新上榜的品牌总计有38个,这些品?#21697;?#25955;于各个行业。其中,有24个品牌来自美国,其余来自于中国(3个)、瑞士(3个)、日本(2个)等。美国作为世界品牌强国,各个行业都有品牌佼佼者,新上榜的戴尔公司(Dell)是最大 PC 制造商之一,自2013年转型后,跨出了转折性的一步。韩国起亚(Kia Motors)、日本东京海上控股(Tokio Marine)也纷纷进入榜单;而中国新上榜的中国南方电网(China Southern Power Grid)、中国中车(CRRC)和五粮液(Wuliangye)也一直闻名中外。

 

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.

 
 
 

受萨?#29575;?#20214;影响,零售品牌乐天(Lotte)在中国的业务近乎瘫痪,成为今年下滑最大的品牌输家。因被爆出造假丑闻,三菱(Mitsubishi)品牌声誉受损,使其直接跌落了104个座次;同样曾属日本制造业典范的日产(Nissan)也在今年被爆出存在了38年的质检丑闻,导致工厂停产、车辆召回、销量严重下滑,品牌价值下跌。同样因为深陷丑闻风波而导致品牌排名下降的还有优步(Uber),互联网共享经济正在蓬勃发展,优步的丑闻使其市场份额也在近些年不断下降,验证了其品牌形象的跌落。值得一提的是,新兴行业的迅猛发展与传统老牌行业的衰退有着鲜明的对比,老牌?#21482;?#21046;造业?#24067;?#32493;下滑,曾经的?#21482;?#24040;头爱立信也已跌出了500强榜单。

 

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强》的平均年龄达到100.19岁,相比去年的93.71有所上升。其中100岁及以上的“老字号”达216个,美国以94个占比达到4成。英国的两所知名学府牛津、剑桥分别列为最古老品牌的前两名。学校的历史积淀是知识的沉淀感的最佳表象。除去拥有悠?#32654;?#21490;的著名大学之外,中国的茅台(Moutai)是企业界拥有最长历史的品牌。此外,法国两家老牌公司圣戈班(Saint Gobain)和人头马(Rémy Martin)也分别拥有352年和293年历史,在古老品牌中名列前茅。中国入选的37个品牌中只有茅台、青岛啤?#21860;?#20116;粮液、中国银行超越百龄。依行?#36947;?#30475;,食品与饮料类品牌最古老,100岁以上的入选品牌占到了27个。而互联网品牌最年轻,如连我(LINE)、WhatsApp、Instagram等品牌从建立至今不到 10 年的时间,却都拥有几亿用户,并成为世界级品牌。

 

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.

 
 
 

针对中国品牌入选数量少的问题,美国加州大学伯克利?#20013;aas商学院米格尔·博阿斯教授(Miguel Villas-Boas)认为,“过去,中国品牌的命名、定价和形象设计,都不够国际化。在未来,随着移动网络和社交媒体的全球?#21344;埃?#33021;使中国品牌很容易接触到各国最终用户,并迅速缩小与世界品牌的差距”。哈佛大学商学院约翰·戴腾(John Deighton)教授认为,“中国品牌在欧美一线市场目前没有站稳脚跟,但是在非洲、南美、南亚等二线市场,中国品牌策略是成功的。譬如在非洲,中国品牌的?#21482;?#38144;量超过了苹果和三星。”

 

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. "

 

世界品牌实验室主席、诺贝尔经济学奖得主罗伯特·蒙代尔(Robert Mundell)教授分析说,“品牌价值的魅力,往往能通过资本市场体现。譬如,苹果、谷歌、亚马逊的市值分别为8900亿美元、7500亿美元和5600亿美元。如此高的市值中,品牌价值至少占有60%。中国政府应?#29467;?#36807;各种途径,鼓励企业实施品牌策略。譬如,中国本土市场的超级品牌(Super Brand)大约5000个,很多品牌企业并没有公开上市融资,但可以鼓励品牌证券化,?#32654;?#20135;生现金流。品牌证券化在欧美流行多年,是一种重要的金融工具”。

 

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强》的完全榜单和分析报告,刊登在世界企业家集?#29260;?#19979;的《总裁》杂志12 月号上。世界品牌实验室自 2003年开?#23395;?#23545;世界50个国家的4万多个主流品牌进行跟踪研究,并建立了最大的世界品牌数据库。世界品牌实验室(World Brand Lab)是全球领先的品牌咨询、研究和测评机构,由1999年诺贝尔经济学奖得主罗伯特?蒙代尔教授(Robert Mundell)担任主席,全资附属于世界企业家集团(iCEO.com)。世界品牌实验室致力于品牌?#20048;怠?#21697;牌战略、品牌命名、品牌设?#21860;?#21697;牌保护,其专家和顾?#19990;?#33258;哈佛大学、耶鲁大学、麻省理工学院、牛津大学、剑桥大学等世界一流学府,其研究成果已经成为许多企业并购过程中无形资产评估的重要依据。

 

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.

 
 

编制?#24471;鰨?/b>

 

Notes:

 

1. 本排行由世界品牌实验室(World Brand Lab)独家编制,依据四项指标:品牌影响 力(Brand Influence)、市场占?#26032;?Market Share)、品牌忠诚度(Brand Loyalty)和全球领导力(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. 合并后的联合品牌, 以合并前的品牌中的年长品牌为准,如路透社1850年成立,汤姆森集团 1953 成立,那么合并后的汤森路透的品牌年龄应从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. 被跨国兼并的品牌,以被兼并前的诞生地所在国家为“品牌国籍?#20445;?#35774;立多国总部的品牌,以诞生地所在国家为“品牌国籍”。

 

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. 横跨多种行业的品牌,以收入最多的主营业务所在行业为准。

 

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

 

5. 外国品牌的中文名称以中国大陆的约定俗成翻译为准,没有中文名称的外国品牌,世界品牌 实验室将视情况进行翻译或不翻译。

 

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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