世界品牌實(shí)驗(yàn)室發(fā)布2017年世界品牌500強(qiáng)?。ㄖ杏⑽膶φ眨?/a>

原標(biāo)題：世界品牌實(shí)驗(yàn)室發(fā)布2017年世界品牌500強(qiáng)（附：500強(qiáng)榜單）

由世界品牌實(shí)驗(yàn)室(World Brand Lab)獨(dú)家編制的2017年度(第十四屆)《世界品牌500強(qiáng)》排行榜于12月21日在美國紐約揭曉。蘋果(Apple)退居第二，亞馬遜(Amazon)在新零售模式中穩(wěn)步推進(jìn)，繼續(xù)保持季軍的位置。中國入選的品牌只有37個。

由世界品牌實(shí)驗(yàn)室(World Brand Lab)獨(dú)家編制的2017年度(第十四屆)《世界品牌500強(qiáng)》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(fā)布人工智能戰(zhàn)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(wěn)步推進(jìn)，繼續(xù)保持季軍的位置。美國占據(jù)500強(qiáng)中的233席，穩(wěn)居品牌大國第一。中國入選的品牌只有37個，與經(jīng)濟(jì)第二大國的地位不太匹配。其中表現(xiàn)亮眼的品牌有國家電網(wǎng)、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(xù)十四年發(fā)布的《世界品牌500強(qiáng)》(The World's 500 Most Influential Brands)，其評判依據(jù)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(lǐng)市場并獲得利潤的能力。按照品牌影響力的三項關(guān)鍵指標(biāo)，即市場占有率(Market Share)、品牌忠誠度(Brand Loyalty)和全球領(lǐng)導(dǎo)力(Global Leadership)，世界品牌實(shí)驗(yàn)室對全球2萬個知名品牌進(jìn)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(qiáng)》排行榜入選國家共計28個。從品牌數(shù)量的國家分布看，美國占據(jù)500強(qiáng)中的233席，繼續(xù)保持品牌大國風(fēng)范；歐洲傳統(tǒng)強(qiáng)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(jīng)濟(jì)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(jīng)濟(jì)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(qiáng)》共覆蓋了56個行業(yè)。其中，汽車與零件行業(yè)共有38個品牌入榜，排名升至第一；食品與飲料行業(yè)以35個品牌退居第二；傳媒行業(yè)在經(jīng)歷去年的重創(chuàng)后，今年品牌數(shù)量仍然排名第三，入選33個品牌。能源(25個)以及互聯(lián)網(wǎng)(23個)行業(yè)均有小幅上漲。在過去的一年中，全球互聯(lián)網(wǎng)市場繼續(xù)保持高速增幅，2016年底全球互聯(lián)網(wǎng)用戶達(dá)到34億，中國依舊是全球最大的互聯(lián)網(wǎng)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(yè)。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(qiáng)國，各個行業(yè)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(zhuǎn)型后，跨出了轉(zhuǎn)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(jìn)入榜單；而中國新上榜的中國南方電網(wǎng)(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(yè)務(wù)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(yù)受損，使其直接跌落了104個座次；同樣曾屬日本制造業(yè)典范的日產(chǎn)(Nissan)也在今年被爆出存在了38年的質(zhì)檢丑聞，導(dǎo)致工廠停產(chǎn)、車輛召回、銷量嚴(yán)重下滑，品牌價值下跌。同樣因?yàn)樯钕莩舐勶L(fēng)波而導(dǎo)致品牌排名下降的還有優(yōu)步(Uber)，互聯(lián)網(wǎng)共享經(jīng)濟(jì)正在蓬勃發(fā)展，優(yōu)步的丑聞使其市場份額也在近些年不斷下降，驗(yàn)證了其品牌形象的跌落。值得一提的是，新興行業(yè)的迅猛發(fā)展與傳統(tǒng)老牌行業(yè)的衰退有著鮮明的對比，老牌手機(jī)制造業(yè)也繼續(xù)下滑，曾經(jīng)的手機(jī)巨頭愛立信也已跌出了500強(qiáng)榜單。

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(shù)量少的問題，美國加州大學(xué)伯克利分校Haas商學(xué)院米格爾·博阿斯教授(Miguel Villas-Boas)認(rèn)為，“過去，中國品牌的命名、定價和形象設(shè)計,都不夠國際化。在未來，隨著移動網(wǎng)絡(luò)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(xué)商學(xué)院約翰·戴騰(John Deighton)教授認(rèn)為，“中國品牌在歐美一線市場目前沒有站穩(wěn)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(jī)銷量超過了蘋果和三星?！?br/>

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(shí)驗(yàn)室主席、諾貝爾經(jīng)濟(jì)學(xué)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(xiàn)。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(yīng)該通過各種途徑，鼓勵企業(yè)實(shí)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(yè)并沒有公開上市融資，但可以鼓勵品牌證券化，用來產(chǎn)生現(xiàn)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(qiáng)》的完全榜單和分析報告，刊登在世界企業(yè)家集團(tuán)旗下的《總裁》雜志12 月號上。世界品牌實(shí)驗(yàn)室自 2003年開始就對世界50個國家的4萬多個主流品牌進(jìn)行跟蹤研究，并建立了最大的世界品牌數(shù)據(jù)庫。世界品牌實(shí)驗(yàn)室(World Brand Lab)是全球領(lǐng)先的品牌咨詢、研究和測評機(jī)構(gòu)，由1999年諾貝爾經(jīng)濟(jì)學(xué)獎得主羅伯特?蒙代爾教授(Robert Mundell)擔(dān)任主席，全資附屬于世界企業(yè)家集團(tuán)(iCEO.com)。世界品牌實(shí)驗(yàn)室致力于品牌估值、品牌戰(zhàn)略、品牌命名、品牌設(shè)計、品牌保護(hù)，其專家和顧問來自哈佛大學(xué)、耶魯大學(xué)、麻省理工學(xué)院、牛津大學(xué)、劍橋大學(xué)等世界一流學(xué)府,其研究成果已經(jīng)成為許多企業(yè)并購過程中無形資產(chǎn)評估的重要依據(jù)。