2017年Brand Finance全球品牌价值500强
出自 MBA智库百科(https://wiki.mbalib.com/)
BrandFinance全球品牌价值500强(BrandFinance Global 500)
目录 |
英国品牌评估机构Brand Finance公布了2017年全球最具价值品牌500强榜单,谷歌成功击败苹果,以1094.7亿美元的品牌价值位居榜首,较去年增长24%。相比之下,苹果以1071亿美元屈居第二,较去年下降27%。亚马逊则以1064亿美元位居第三。谷歌上一次在该榜单登顶是2011年。Brand Finance称,谷歌在搜索业务领域“没有对手”。
苹果排在第二位,品牌价值由2016年的人民币10007亿元下跌27%至7346亿元。Brand Finance在报告中写道,“简而言之,苹果透支了用户的信任,Apple Watch等新产品没有能带来大量营收,没有能证明它在开发创新性技术。苹果品牌失去往日光彩,除老对手三星外,它还必须与华为、一加等中国手机厂商同台较技。”
排在第三位的亚马逊,品牌价值由2016年的人民币4774亿元激增53%至7298亿元。Brand Finance在报告中称,“随着它重塑零售市场并获得更高市场份额,亚马逊在变得越来越强大。”
市场研究公司Slice Intelligence的最新数据显示,Amazon.com和Prime Now占到2016年美国网购市场的43%。Slice Intelligence当地时间周三发表博文称,去年电子商务增长24%,2017年可能占到消费者支出的10%,“简而言之,亚马逊将继续专注于消除购物过程中的痛点,这一点得到Prime项目的证明”。
Slice Intelligence的数据显示,2016年12月亚马逊包裹快递时间平均是3.4天,竞争对手平均为5.6天。
在Brand Finance榜单上位列第四、五位的是AT&T(品牌价值由人民币4108亿元增长45%至5967亿元)和微软(品牌价值由人民币4616亿元增长13%至5233亿元)。
过去12个月,谷歌母公司Alphabet股价累计上涨5.8%,苹果和亚马逊分别上涨33.6%和44.8%。标普500指数和道琼斯工业平均指数分别上涨17.5%和20.8%。
国内品牌中,中国工商银行以478亿美元的品牌价值跻身前十强。另外有16个跻身100强,除工商银行以外,中国移动(第11位)、中国建设银行(第14位)、阿里巴巴(第23位)、腾讯(第47位)、微信(第100位)等都榜上有名。手机品牌中,华为排名第40名,联想排名第476名。[1]
2017年BrandFinance全球品牌价值榜单(前100)[2]
2017排行 | 2016排行 | 品牌英文 | 品牌中文 | 产业 | 国家 | 2017品牌价值 ($m) | 变动百分比 | 2016品牌价值 ($m) | 2017品牌评级 | 2016品牌评级 |
---|---|---|---|---|---|---|---|---|---|---|
1 | 2 | 谷歌公司 | Technology | United States | 109,470 | 24% | 88,173 | AAA+ | AAA+ | |
2 | 1 | Apple | 苹果公司 | Technology | United States | 107,141 | -27% | 145,918 | AAA | AAA |
3 | 3 | Amazon.com | 亚马逊公司 | Technology | United States | 106,396 | 53% | 69,642 | AAA- | AA+ |
4 | 6 | AT&T | 美国电话电报 | Telecoms | United States | 87,016 | 45% | 59,904 | AAA | AA+ |
5 | 4 | Microsoft | 微软公司 | Technology | United States | 76,265 | 13% | 67,258 | AAA | AAA |
6 | 7 | Samsung Group | 三星公司 | Conglomerate | South Korea | 66,219 | 13% | 58,619 | AAA- | AAA- |
7 | 5 | Verizon | 韦里孙通讯 | Telecoms | United States | 65,875 | 4% | 63,116 | AAA- | AAA- |
8 | 8 | Walmart | 沃尔玛 | Retail | United States | 62,211 | 16% | 53,657 | AA+ | AA |
9 | 17 | 脸书 | Technology | United States | 61,998 | 82% | 34,002 | AAA | AAA- | |
10 | 13 | ICBC | 中国工商银行 | Banks | China | 47,832 | 32% | 36,334 | AAA | AA+ |
11 | 9 | China Mobile | 中国移动 | Telecoms | China | 46,734 | -6% | 49,810 | AAA | AAA- |
12 | 11 | Toyota | 丰田集团 | Automobiles | Japan | 46,255 | 7% | 43,064 | AAA- | AAA- |
13 | 10 | Wells Fargo | 美国富国银行 | Banks | United States | 41,618 | -6% | 44,170 | AA+ | AAA- |
14 | 14 | China Construction Bank | 中国建设银行 | Banks | China | 41,377 | 17% | 35,394 | AAA- | AAA |
15 | 22 | NTT Group | 日本电报电话公司 | Conglomerate | Japan | 40,542 | 28% | 31,678 | AA+ | AA |
16 | 12 | McDonald's | 麦当劳 | Restaurants | United States | 38,966 | -9% | 42,937 | AAA | AAA |
17 | 15 | BMW | 宝马集团 | Automobiles | Germany | 37,124 | 6% | 34,968 | AAA- | AAA |
18 | 23 | Shell | 英荷壳牌集团 | Oil & Gas | Netherlands | 36,783 | 16% | 31,665 | AAA- | AA+ |
19 | 18 | T (Deutsche Telekom) | 德国电信 | Telecoms | Germany | 36,433 | 10% | 33,194 | AA+ | AA+ |
20 | 21 | IBM | 国际商业机器公司 | Technology | United States | 36,112 | 14% | 31,786 | AA+ | AA |
21 | 20 | Mercedes-Benz | 奔驰集团 | Automobiles | Germany | 35,544 | 11% | 32,049 | AAA- | AAA |
22 | 27 | General | 美国通用电气 | Electric | Engineering & United States | 35,318 | 21% | 29,211 | AAA | AA+ |
23 | 60 | Alibaba | 阿里巴巴公司 | Technology | China | 34,859 | 94% | 17,968 | AA+ | AA+ |
24 | 24 | Walt Disney | 迪士尼公司 | Media | United States | 34,454 | 10% | 31,231 | AAA+ | AAA+ |
25 | 25 | Chase | 美国大通曼哈顿银行 | Banks | United States | 33,737 | 10% | 30,603 | AAA- | AAA- |
26 | 26 | Marlboro | 万宝路公司 | Tobacco | United States | 32,471 | 8% | 29,935 | AA+ | AAA- |
27 | 16 | Coca-Cola | 可口可乐公司 | Non Alcoholic | United States | 31,885 | -7% | 34,180 | AAA | AAA+ |
28 | 29 | Nike | 耐克公司 | United States | 31,762 | 13% | 28,041 | AAA+ | AAA+ | |
29 | 32 | Bank of China | 中国银行 | Banks | China | 31,250 | 13% | 27,735 | AAA | AAA |
30 | 33 | Bank of America | 美国银行 | Banks | United States | 30,273 | 12% | 26,928 | AAA- | AA |
31 | 28 | Home | 家得宝公司 | Retail | United States | 30,216 | 5% | 28,798 | AAA- | AAA- |
32 | 45 | Sinopec | 中国石化 | Oil & Gas | China | 29,555 | 47% | 20,156 | AA+ | AA |
33 | 43 | PetroChina | 中国石油 | Oil & Gas | China | 29,003 | 43% | 20,318 | AA+ | AA |
34 | 19 | Agricultural Bank Of China | 中国农业银行 | Banks | China | 28,511 | -12% | 32,264 | AA+ | AAA |
35 | 31 | Mitsubishi Group | 三菱集团 | Japan | 27,954 | 1% | 27,775 | A+ | AA- | |
36 | 34 | Citi | 花旗集团 | Banks | United States | 27,674 | 6% | 26,031 | AA+ | AA+ |
37 | 35 | Xfinity | 康卡斯特公司 | Telecoms | United States | 26,180 | 8% | 24,186 | AA+ | AA+ |
38 | 42 | Oracle | 甲骨文公司 | Technology | United States | 25,878 | 17% | 22,136 | AA | AA |
39 | 39 | Starbucks | 星巴克公司 | Restaurants | United States | 25,615 | 10% | 23,185 | AAA | AAA- |
40 | 47 | Huawei | 华为公司 | Technology | China | 25,230 | 28% | 19,743 | AAA- | AA |
41 | 56 | Volkswagen | 大众公司 | Automobiles | Germany | 25,014 | 32% | 18,923 | AAA | AA+ |
42 | 62 | Nissan | 日产汽车公司 | Automobiles | Japan | 24,768 | 39% | 17,785 | AAA- | AAA- |
43 | 63 | IKEA | 宜家家居公司 | Retail | Sweden | 24,119 | 42% | 17,009 | AA | AA |
44 | 40 | CVS Caremark | CVS药局公司 | Retail | United States | 23,286 | 2% | 22,891 | AA+ | AA+ |
45 | 54 | Siemens | 西门子公司 | Engineering & | Germany | 23,088 | 22% | 19,002 | AAA- | AA+ |
46 | 46 | Ford | 福特汽车公司 | Automobiles | United States | 22,432 | 13% | 19,771 | AAA- | AAA- |
47 | 117 | Tencent | 腾讯公司 | Technology | China | 22,287 | 124% | 9,953 | AAA | AA+ |
48 | 48 | UPS | 联合包裹速递服务公司 | Logistics | United States | 22,128 | 13% | 19,565 | AAA- | AA+ |
49 | 61 | Chevron | 雪佛龙公司 | Oil & Gas | United States | 22,058 | 24% | 17,822 | AAA- | AA+ |
50 | 30 | Vodafone | 英国沃达丰公司 | Telecoms | United Kingdom | 21,831 | -22% | 27,820 | AA+ | AA+ |
51 | 53 | Orange | 法国Orange公司 | Telecoms | France | 21,526 | 13% | 19,096 | AAA- | AA+ |
52 | 49 | Honda | 本田汽车公司 | Automobiles | Japan | 21,318 | 10% | 19,332 | AAA- | AAA- |
53 | 44 | CSCEC | 中国建筑工程总公司 | Engineering & | China | 21,050 | 4% | 20,214 | AA- | AA- |
54 | 51 | ExxonMobil | 埃克森美孚公司 | Oil & Gas | United States | 20,736 | 8% | 19,227 | AA+ | AA |
55 | 52 | Cisco | 思科系统公司 | Technology | United States | 20,734 | 8% | 19,162 | AA+ | AAA- |
56 | 36 | HSBC | 汇丰集团 | Banks | United Kingdom | 20,688 | -14% | 24,174 | AA+ | AAA- |
57 | 101 | Visa | 威士国际组织 | Banks | United States | 20,660 | 81% | 11,394 | AAA+ | AAA- |
58 | 67 | SoftBank | 软银集团 | Telecoms | Japan | 20,621 | 26% | 16,371 | AA | AA |
59 | 41 | Intel | 英特尔公司 | Technology | United States | 20,369 | -11% | 22,845 | AAA | AA+ |
60 | 37 | Hyundai Group | 现代集团 | Conglomerate | South Korea | 19,975 | -16% | 23,796 | AA- | AA- |
61 | 38 | Nestlé | 雀巢公司 | Food | Switzerland | 19,416 | -17% | 23,395 | AAA- | AAA |
62 | 144 | SK Group | SK集团 | Conglomerate | South Korea | 19,358 | 126% | 8,582 | A+ | AA- |
63 | 74 | H&M | 瑞典H&M公司 | Apparel | Sweden | 19,177 | 24% | 15,510 | AAA | AA+ |
64 | 64 | BP | 英国石油公司 | Oil & Gas | United Kingdom | 18,857 | 11% | 16,962 | AA+ | AA |
65 | 78 | Total | 道达尔公司 | Oil & Gas | France | 18,514 | 26% | 14,737 | AAA- | AA |
66 | 57 | PWC | 普华永道会计师事务所 | Pro Services - | United States | 18,510 | 0% | 18,569 | AAA+ | AAA+ |
67 | 55 | Pepsi | 百事公司 | Non Alcoholic Drinks | United States | 18,279 | -4% | 18,947 | AAA | AAA |
68 | 120 | Dell | 戴尔公司 | Technology | United States | 18,186 | 86% | 9,786 | AA | AA |
69 | 71 | Bosch | 德国博世集团 | Engineering & | Germany | 17,991 | 15% | 15,612 | AAA- | AAA- |
70 | 83 | China Telecom | 中国电信 | Telecoms | China | 17,599 | 29% | 13,684 | AA+ | AA |
71 | 89 | Accenture | 埃森哲咨询公司 | Technology | United States | 17,464 | 38% | 12,687 | AA+ | AA+ |
72 | 90 | Sumitomo Group | 住友集团 | Conglomerate | Japan | 17,209 | 36% | 12,678 | A- | A+ |
73 | 85 | FedEx | 联邦快递公司 | Logistics | United States | 17,092 | 31% | 13,079 | AA+ | AA |
74 | 75 | Target | 美国塔吉特公司 | Retail | United States | 17,016 | 11% | 15,331 | AA+ | AA |
75 | 87 | au | 日本au公司 | Telecoms | Japan | 16,919 | 32% | 12,788 | AAA- | AA |
76 | 76 | Johnson's | 强生公司 | Cosmetics & Personal | United States | 16,829 | 11% | 15,115 | AAA | AAA+ |
77 | 69 | Deloitte | 德勤会计师事务所 | Pro Services - | United States | 16,776 | 4% | 16,160 | AAA | AAA |
78 | 80 | Boeing | 波音公司 | Aerospace & Defence | United States | 16,333 | 17% | 13,956 | AAA | AAA |
79 | 92 | Ping An | 中国平安保险集团 | Insurance | China | 16,324 | 29% | 12,671 | AAA- | AAA+ |
80 | 79 | Walgreens | 美国沃尔格林公司 | Retail | United States | 15,969 | 12% | 14,315 | AA+ | AA |
81 | 70 | Santander | 西班牙国际银行 | Banks | Spain | 15,929 | 2% | 15,689 | AA+ | AA+ |
82 | 72 | Fox | 福斯广播公司 | Media | United States | 15,814 | 2% | 15,541 | AAA- | AAA- |
83 | New | Spectrum | 德国Spectrum公司 | Telecoms | United States | 15,738 | AA | |||
84 | 86 | J.P. Morgan | 摩根大通公司 | Banks | United States | 15,710 | 21% | 12,948 | AA | AA- |
85 | 65 | Allianz | 德国安联集团 | Insurance | Germany | 15,197 | -7% | 16,426 | AA | AA |
86 | 134 | SAP | 德国思爱普公司 | Technology | United States | 15,158 | 66% | 9,107 | AA- | AA |
87 | 58 | American Express | 美国运通公司 | Banks | United States | 15,014 | -19% | 18,483 | AA+ | AA+ |
88 | 81 | Hitachi Group | 日立公司 | Conglomerate | Japan | 14,766 | 8% | 13,697 | AA+ | A+ |
89 | 105 | Uber | 优步公司 | Technology | United States | 14,596 | 32% | 11,023 | AA- | AA |
90 | 115 | Zara | 飒拉公司 | Apparel | Spain | 14,399 | 43% | 10,086 | AAA- | AA+ |
91 | 84 | China Merchants Bank | 中国招商银行 | Banks | China | 14,269 | 8% | 13,239 | AAA- | AAA |
92 | 88 | Lowe's | 美国劳氏公司 | Retail | United States | 13,938 | 10% | 12,717 | AAA- | AA |
93 | 100 | NBC | 美国全国广播公司 | Media | United States | 13,736 | 20% | 11,401 | AAA+ | AAA+ |
94 | 73 | BNP Paribas | 法国巴黎银行 | Banks | France | 13,644 | -12% | 15,531 | AA | AA+ |
95 | 97 | Costco | 美国好市多公司 | Retail | United States | 13,455 | 14% | 11,847 | AA | AA+ |
96 | 77 | UnitedHealth Group | 美国联合健康集团 | Pro Services - Healthcare | United States | 13,379 | -10% | 14,934 | AA | AA |
97 | 130 | JD.com | 京东集团 | Technology | China | 13,377 | 46% | 9,194 | A+ | A+ |
98 | 91 | EY | 安永会计师事务所 | Pro Services - | United Kingdom | 13,357 | 5% | 12,672 | AAA | AAA |
99 | 93 | MUFG | 三菱日联金融集团 | Banks | Japan | 13,215 | 4% | 12,651 | AA | AA |
100 | 207 | 微信 | Technology | China | 13,189 | 103% | 6,496 | AAA- | AA+ |
- 2016年BrandFinance全球品牌价值500强
- 2015年BrandFinance全球品牌价值500强
- 2014年BrandFinance全球品牌价值500强
- 2013年BrandFinance全球品牌价值500强
这种排名是否科学,评估的依据是什么?尤其是关于品牌的价值如何量化?