2016年BRANDZ全球最具价值品牌百强排行榜
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2016年BRANDZ全球最具价值品牌百强排行榜(2016 BrandZ™ Top 100 Ranking Most Valuable Global Brands)
目录 |
2016年BRANDZ全球最具价值品牌百强排行榜简介[1]
根据研究机构Millward Brown编制的BrandZ最新排行榜，全球100个最具价值品牌的品牌价值仍远远领先于其他品牌，今年它们的总价值上升3%，至3.4万亿美元。
过去10年，全球最具价值品牌100强的品牌价值增长一倍多，增幅达到133%。品牌价值是根据收入和盈利能力等财务指标，结合消费者品牌认知调查计算的。
Millward Brown的BrandZ估值主管Elspeth Cheung表示：“排行榜10强过去由消费品主宰。今年是科技。”
以下是今年BrandZ全球最具价值品牌百强榜出现的一些趋势：
价值增长最快的品牌
与去年相比，亚马逊(Amazon)、星巴克(Starbucks)和Facebook今年的品牌价值飙升。亚马逊的品牌价值增长59%，至990亿美元，排名第七，Elspeth Cheung表示，这在一定程度上源于其创造需求、而不仅仅是满足需求的能力。她表示，亚马逊的一小时送货服务对其他零售商加快送货速度构成压力，同时这家在线零售商进入物流领域对联合包裹(UPS)、联邦快递(FedEx)以及DHL等快递公司构成威胁。
Facebook的品牌价值增长44%，该公司增加了新的功能，包括平安信使(Safety Check)，让用户迅速通知家人和朋友他们是安全的。Elspeth Cheung表示，这些创新提高了这家媒体集团作为一个不可或缺的全球联络媒介的重要性，同时增加了其对广告商的价值。
星巴克的品牌价值增长49%，排名第21位，该公司已从咖啡馆发展到人们可以逗留一整天的地方，它现在供应早餐、午餐和晚餐，一些地方还供应酒水。
热门行业
品牌价值增长最快的行业是服装，由运动服饰耐克(Nike)和快时尚品牌Zara引领，因为人们更多地关注健康和健身，同时Zara的快时尚在中国变得越来越受欢迎。
科技、电信企业与一些快餐集团的品牌价值均出现增长，后者包括星巴克（BrandZ将它列入这一分类）和麦当劳(McDonald's)，麦当劳的品牌价值增长9%，尽管排名没有变化。
失宠行业
品牌价值降幅最大的包括油气公司（仍因大宗商品价格处于低位而受到影响）和银行（面临着PayPal等支付系统日益激烈的竞争，PayPal的品牌价值增长35%）。
地区
在全球最具价值品牌百强榜上，有15个中国品牌上榜，比去年多一个，较10年前大有增加，当时中国移动(China Mobile)是唯一上榜的中国品牌。
中国品牌上榜主要是挤掉了欧洲企业，这表明，经济实力正向东方转移。只有一家印度品牌登上百强榜：HDFC Bank。过去几年，俄罗斯、墨西哥和巴西品牌纷纷落榜，这残酷反映出这些新兴市场的命运正发生变化。
美国仍是最具价值品牌大国，2016年该国10强品牌的品牌价值增长10%，至1.3万亿美元。以沃达丰(Vodafone)为首的英国10强品牌的品牌价值缩水8%。以德国软件集团SAP为首的欧洲大陆10强品牌的品牌价值增长5%。最后，以腾讯(Tencent)、中国移动和阿里巴巴(Alibaba)为首的亚洲10强品牌的品牌价值达3600亿美元，仅比欧洲大陆和英国10强品牌的品牌价值总和低10%。
2016年BRANDZ全球最具价值品牌百强排行榜全榜单[2]
| Brand | Category | Brand Value 2016 $Mil. | Brand Contribution | Brand Value % Change 2016 vs. 2015 | Rank Change | |
| 1 | Technology | 229,198 | 4 | 32% | 1 | |
| 2 | Apple | Technology | 228,460 | 4 | -8% | -1 |
| 3 | Microsoft | Technology | 121,824 | 3 | 5% | 0 |
| 4 | AT&T | Telecom Providers | 107,387 | 3 | 20% | 2 |
| 5 | Technology | 102,551 | 4 | 44% | 7 | |
| 6 | Visa | Payments | 100,800 | 4 | 10% | -1 |
| 7 | Amazon | Retail | 98,988 | 3 | 59% | 7 |
| 8 | Verizon | Telecom Providers | 93,220 | 3 | 8% | -1 |
| 9 | McDonald's | Fast Food | 88,654 | 4 | 9% | 0 |
| 10 | IBM | Technology | 86,206 | 4 | -8% | -6 |
| 11 | Tencent | Technology | 84,945 | 4 | 11% | 0 |
| 12 | Marlboro | Tobacco | 84,143 | 3 | 5% | -2 |
| 13 | Coca-Cola | Soft Drinks | 80,314 | 5 | -4% | -5 |
| 14 | Wells Fargo | Regional Banks | 58,540 | 3 | -1% | 2 |
| 15 | China Mobile | Telecom Providers | 55,923 | 4 | -7% | 0 |
| 16 | GE | Conglomerate | 54,093 | 2 | -9% | 1 |
| 17 | UPS | Logistics | 49,816 | 4 | -4% | 1 |
| 18 | Alibaba | Retail | 49,298 | 2 | -26% | -5 |
| 19 | Disney | Entertainment | 49,229 | 4 | 15% | 0 |
| 20 | Mastercard | Payments | 46,141 | 4 | 15% | 0 |
| 21 | Starbucks | Fast Food | 43,565 | 4 | 49% | 8 |
| 22 | SAP | Technology | 39,023 | 3 | 2% | 2 |
| 23 | Deutsche Telekom | Telecom Providers | 37,733 | 3 | 12% | 4 |
| 24 | Nike | Apparel | 37,472 | 4 | 26% | 4 |
| 25 | Vodafone | Telecom Providers | 36,750 | 3 | -4% | -2 |
| 26 | The Home Depot | Retail | 36,440 | 2 | 32% | 5 |
| 27 | ICBC | Regional Banks | 33,637 | 2 | -13% | -5 |
| 28 | Toyota | Cars | 29,501 | 3 | 2% | 2 |
| 29 | Baidu | Technology | 29,030 | 4 | -27% | -8 |
| 30 | Louis Vuitton | Luxury | 28,508 | 4 | 4% | 2 |
| 31 | Budweiser | Beer | 27,925 | 4 | 5% | 2 |
| 32 | Walmart | Retail | 27,275 | 2 | -23% | -6 |
| 33 | BMW | Cars | 26,837 | 4 | 2% | 1 |
| 34 | American Express | Payments | 26,641 | 4 | -30% | -9 |
| 35 | Zara | Apparel | 25,221 | 3 | 14% | 7 |
| 36 | L'Oréal Paris | Personal Care | 23,524 | 4 | 1% | 2 |
| 37 | Pampers | Baby Care | 22,911 | 5 | -4% | 0 |
| 38 | Accenture | Technology | 22,813 | 3 | 13% | 13 |
| 39 | Mercedes-Benz | Cars | 22,708 | 4 | 4% | 4 |
| 40 | Movistar | Telecom Providers | 21,945 | 3 | 3% | 6 |
| 41 | Subway | Fast Food | 21,567 | 4 | -4% | -1 |
| 42 | HP | Technology | 21,387 | 2 | -7% | -3 |
| 43 | HSBC | Global Banks | 20,276 | 2 | -16% | -8 |
| 44 | Hermès | Luxury | 19,821 | 5 | 5% | 11 |
| 45 | RBC | Regional Banks | 19,635 | 4 | -18% | -9 |
| 46 | China Construction Bank | Regional Banks | 19,617 | 2 | -11% | -5 |
| 47 | NTT | Telecom Providers | 19,552 | 2 | N/A | N/A |
| 48 | Samsung | Technology | 19,490 | 4 | -10% | -3 |
| 49 | Oracle | Technology | 19,489 | 1 | -10% | -5 |
| 50 | Huawei | Technology | 18,652 | 3 | 22% | 20 |
| 51 | Intel | Technology | 18,632 | 2 | 1% | 5 |
| 52 | BT | Telecom Providers | 18,575 | 3 | 3% | 6 |
| 53 | Orange | Telecom Providers | 18,465 | 3 | 6% | 8 |
| 54 | Colgate | Personal Care | 18,319 | 4 | 2% | 3 |
| 55 | IKEA | Retail | 18,082 | 3 | 6% | 9 |
| 56 | Citi | Global Banks | 17,055 | 2 | -2% | 4 |
| 57 | Ping An | Insurance | 16,910 | 2 | 6% | 11 |
| 58 | ExxonMobil | Oil & Gas | 16,838 | 1 | -18% | -9 |
| 59 | China Life | Insurance | 16,712 | 2 | -4% | 3 |
| 60 | TD | Regional Banks | 16,543 | 3 | -20% | -13 |
| 61 | Gillette | Personal Care | 16,400 | 4 | -17% | -9 |
| 62 | Agricultural Bank of China | Regional Banks | 16,331 | 2 | -19% | -12 |
| 63 | FedEx | Logistics | 16,236 | 4 | -17% | -10 |
| 64 | Com'wealth Bank of Australia | Regional Banks | 16,227 | 3 | -21% | -16 |
| 65 | PayPal | Payments | 15,910 | 4 | 35% | 23 |
| 66 | Shell | Oil & Gas | 14,940 | 1 | -21% | -12 |
| 67 | Cisco | Technology | 14,508 | 2 | -10% | 0 |
| 68 | Costco | Retail | 14,461 | 2 | 29% | 29 |
| 69 | HDFC | Regional Banks | 14,440 | 3 | 3% | 5 |
| 70 | US Bank | Regional Banks | 14,098 | 2 | -5% | 2 |
| 71 | Bank of China | Regional Banks | 13,803 | 2 | -16% | -6 |
| 72 | Sinopec | Oil & Gas | 13,206 | 1 | -24% | -9 |
| 73 | DHL | Logistics | 13,199 | 4 | -19% | -7 |
| 74 | Honda | Cars | 13,195 | 3 | -1% | 4 |
| 75 | Ford | Cars | 13,084 | 3 | 0% | 5 |
| 76 | Lowe's | Retail | 13,001 | 2 | 21% | NEW |
| 77 | ANZ | Regional Banks | 12,883 | 3 | -27% | -18 |
| 78 | Telstra | Telstra Telecom Providers | 12,825 | 3 | 1% | 4 |
| 79 | H&M | Apparel | 12,665 | 2 | -8% | -4 |
| 80 | Gucci | Luxury | 12,592 | 5 | -9% | -4 |
| 81 | Siemens | Conglomerate | 12,485 | 2 | -19% | -12 |
| 82 | KFC | Fast Food | 12,386 | 3 | -2% | 1 |
| 83 | Petrochina | Oil & Gas | 12,341 | 1 | -18% | -12 |
| 84 | Chase | Regional Banks | 12,330 | 3 | 6% | 5 |
| 85 | Technology | 12,314 | 4 | 1% | 0 | |
| 86 | Pepsi | Soft Drinks | 12,188 | 4 | -7% | -7 |
| 87 | ALDI | Retail | 12,077 | 2 | 4% | 3 |
| 88 | CVS | Retail | 12,074 | 3 | 17% | NEW |
| 89 | J.P.Morgan | Global Banks | 11,943 | 2 | -12% | -12 |
| 90 | Red Bull | Soft Drinks | 11,667 | 3 | 3% | 4 |
| 91 | Ebay | Retail | 11,509 | 2 | -19% | -18 |
| 92 | Nissan | Cars | 11,479 | 2 | 1% | 1 |
| 93 | Moutai | Alcohol | 11,465 | 4 | NEW | |
| 94 | SoftBank | Telecom Providers | 11,343 | 2 | 2% | 4 |
| 95 | Bank of America | Regional Banks | 11,289 | 2 | 0% | 0 |
| 96 | BP | Oil & Gas | 10,552 | 1 | -18% | -15 |
| 97 | Heineken | Beer | 10,549 | 4 | 9% | NEW |
| 98 | AIA | Insurance | 10,545 | 2 | 10% | NEW |
| 99 | JD.com | Retail | 10,496 | 2 | 37% | NEW |
| 100 | Adobe | Technology | 10,440 | 2 | 41% | NEW |
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