2015年Interbrand全球最佳品牌100強
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2015年Interbrand全球最佳品牌100強排行榜（Interbrand Best Global Brands 2015 rankings）
目錄 |
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2015年10月6日，品牌咨詢公司Interbrand公佈了2015年的“全球最佳品牌榜”百強名單，該排行榜主要從品牌業績表現、影響力及品牌保障公司持續收入的能力三個方面進行衡量。Interbrand 始創於1974年，自2000年發佈全球100大品牌榜至今，採用“經濟附加值”法(Economic Value Added)，評估各個品牌對企業經濟利潤的貢獻，品牌的競爭優勢和風險。
候選品牌的經營範圍必須覆蓋至少全球三大洲，必須廣泛涉足新興的發展中國家和地區，必須有足夠的公開財務信息，必須長期盈利，30%以上的收入必須來源於本國以外的地區。
此次榜單中科技巨頭蘋果繼續蟬聯榜首位置，Google緊隨其後位列第二，兩者的排名情況與2014年相同。Apple（蘋果）自2013年擊敗可口可樂後，連續第三年蟬聯該榜單冠軍，緊隨其後的依然是 Google 和 可口可樂。值得註意的是，電商巨頭 Amazon （亞馬遜）品牌價值快速上升（+29%），取代德國豪車品牌 Mercedes-Benz 首度躋身前十。
微軟則從去年的第5名升到了第4名的位置，而索尼則排在第58位。豐田排名小幅攀升，三星依舊位列第七，IBM、通用電氣和麥當勞都略微下滑。
排行榜第23位的Facebook是2015年品牌價值增長最快的品牌。
去年首次入榜的中國品牌華為（Huawei）品牌價值大幅上升（+15%），攀升至總榜第88位（去年97位）；此外，聯想（Lenovo）成為第二個闖入 Interbrand 全球百強品牌榜的中國品牌。
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| 2015 Rank | Brand | Region/Country | Sector | Brand Value | Change in Brand Value |
|---|---|---|---|---|---|
| 1 | Apple | United States | Technology | 170,276 $m | 43% |
| 2 | United States | Technology | 120,314 $m | 12% | |
| 3 | Coca-Cola | United States | Beverages | 78,423 $m | -4% |
| 4 | Microsoft | United States | Technology | 67,670 $m | 11% |
| 5 | IBM | United States | Business Services | 65,095 $m | -10% |
| 6 | Toyota | Japan | Automotive | 49,048 $m | 16% |
| 7 | Samsung | South Korea | Technology | 45,297 $m | 0% |
| 8 | GE | United States | Diversified | 42,267 $m | -7% |
| 9 | McDonald's | United States | Restaurants | 39,809 $m | -6% |
| 10 | Amazon | United States | Retail | 37,948 $m | 29% |
| 11 | BMW | Germany | Automotive | 37,212 $m | 9% |
| 12 | Mercedes-Benz | Germany | Automotive | 36,711 $m | 7% |
| 13 | Disney | United States | Media | 36,514 $m | 13% |
| 14 | Intel | United States | Technology | 35,415 $m | 4% |
| 15 | Cisco | United States | Technology | 29,854 $m | -3% |
| 16 | Oracle | United States | Technology | 27,283 $m | 5% |
| 17 | Nike | United States | Sporting Goods | 23,070 $m | 16% |
| 18 | HP | United States | Technology | 23,056 $m | -3% |
| 19 | Honda | Japan | Automotive | 22,975 $m | 6% |
| 20 | Louis Vuitton | France | Luxury | 22,250 $m | -1% |
| 21 | H&M | Sweden | Apparel | 22,222 $m | 5% |
| 22 | Gillette | United States | FMCG | 22,218 $m | -3% |
| 23 | United States | Technology | 22,029 $m | 54% | |
| 24 | Pepsi | United States | Beverages | 19,622 $m | 3% |
| 25 | American Express | United States | Financial Services | 18,922 $m | -3% |
| 26 | SAP | Germany | Technology | 18,768 $m | 8% |
| 27 | IKEA | Sweden | Retail | 16,541 $m | 4% |
| 28 | Pampers | United States | FMCG | 15,267 $m | 8% |
| 29 | UPS | United States | Transportation | 14,723 $m | 2% |
| 30 | Zara | Spain | Apparel | 14,031 $m | 16% |
| 31 | Budweiser | United States | Alcohol | 13,943 $m | 7% |
| 32 | eBay | United States | Retail | 13,940 $m | -3% |
| 33 | J.P. Morgan | United States | Financial Services | 13,749 $m | 10% |
| 34 | Kellogg's | United States | FMCG | 12,637 $m | -6% |
| 35 | Volkswagen | Germany | Automotive | 12,545 $m | -9% |
| 36 | Nescafé | Switzerland | Beverages | 12,257 $m | 7% |
| 37 | HSBC | United Kingdom | Financial Services | 11,656 $m | -11% |
| 38 | Ford | United States | Automotive | 11,578 $m | 6% |
| 39 | Hyundai | South Korea | Automotive | 11,293 $m | 8% |
| 40 | Canon | Japan | Electronics | 11,278 $m | -4% |
| 41 | Hermès | France | Luxury | 10,944 $m | 22% |
| 42 | Accenture | United States | Business Services | 10,800 $m | 9% |
| 43 | L’Oréal | France | FMCG | 10,798 $m | 6% |
| 44 | Audi | Germany | Automotive | 10,328 $m | 5% |
| 45 | Citi | United States | Financial Services | 9,784 $m | 12% |
| 46 | Goldman Sachs | United States | Financial Services | 9,526 $m | 9% |
| 47 | Philips | Netherlands | Electronics | 9,400 $m | -8% |
| 48 | AXA | France | Financial Services | 9,254 $m | 14% |
| 49 | Nissan | Japan | Automotive | 9,082 $m | 19% |
| 50 | Gucci | Italy | Luxury | 8,882 $m | -14% |
| 51 | Danone | France | FMCG | 8,632 $m | 5% |
| 52 | Nestlé | Switzerland | FMCG | 8,588 $m | 7% |
| 53 | Siemens | Germany | Diversified | 8,553 $m | -1% |
| 54 | Allianz | Germany | Financial Services | 8,498 $m | 10% |
| 55 | Colgate | United States | FMCG | 8,464 $m | 3% |
| 56 | Porsche | Germany | Automotive | 8,055 $m | 12% |
| 57 | Cartier | France | Luxury | 7,924 $m | 6% |
| 58 | Sony | Japan | Electronics | 7,702 $m | -5% |
| 59 | 3M | United States | Diversified | 7,243 $m | 17% |
| 60 | Morgan Stanley | United States | Financial Services | 7,083 $m | 12% |
| 61 | Visa | United States | Financial Services | 6,870 $m | 15% |
| 62 | adidas | Germany | Sporting Goods | 6,811 $m | -8% |
| 63 | Thomson Reuters | Canada | Media | 6,583 $m | -12% |
| 64 | Discovery | United States | Media | 6,509 $m | 6% |
| 65 | Panasonic | Japan | Electronics | 6,436 $m | 2% |
| 66 | Tiffany & Co. | United States | Luxury | 6,306 $m | 6% |
| 67 | Starbucks | United States | Restaurants | 6,266 $m | 16% |
| 68 | Adobe | United States | Technology | 6,257 $m | 17% |
| 69 | Prada | Italy | Luxury | 6,222 $m | 4% |
| 70 | Santander | Spain | Financial Services | 6,097 $m | 13% |
| 71 | Xerox | United States | Business Services | 6,033 $m | -9% |
| 72 | Caterpillar | United States | Diversified | 5,976 $m | -12% |
| 73 | Burberry | United Kingdom | Luxury | 5,873 $m | 5% |
| 74 | Kia | South Korea | Automotive | 5,666 $m | 5% |
| 75 | KFC | United States | Restaurants | 5,639 $m | -7% |
| 76 | MasterCard | United States | Financial Services | 5,551 $m | 17% |
| 77 | Johnson & Johnson | United States | FMCG | 5,533 $m | 7% |
| 78 | Shell | Netherlands | Energy | 5,530 $m | -12% |
| 79 | Harley-Davidson | United States | Automotive | 5,460 $m | 14% |
| 80 | DHL | United States | Transportation | 5,391 $m | 6% |
| 81 | Sprite | United States | Beverages | 5,365 $m | -5% |
| 82 | Lego | Denmark | FMCG | 5,362 $m | New |
| 83 | John Deere | United States | Diversified | 5,208 $m | 2% |
| 84 | Jack Daniel's | United States | Alcohol | 5,161 $m | 6% |
| 85 | Chevrolet | United States | Automotive | 5,133 $m | 2% |
| 86 | FedEx | United States | Transportation | 5,130 $m | 16% |
| 87 | Land Rover | United Kingdom | Automotive | 5,109 $m | 14% |
| 88 | Huawei | China | Technology | 4,952 $m | 15% |
| 89 | Heineken | Netherlands | Alcohol | 4,822 $m | 14% |
| 90 | MTV | United States | Media | 4,763 $m | -7% |
| 91 | Ralph Lauren | United States | Apparel | 4,629 $m | -7% |
| 92 | Johnnie Walker | United Kingdom | Alcohol | 4,540 $m | -6% |
| 93 | Corona | Mexico | Alcohol | 4,456 $m | 2% |
| 94 | Smirnoff | United Kingdom | Alcohol | 4,407 $m | -4% |
| 95 | Kleenex | United States | FMCG | 4,330 $m | -7% |
| 96 | Hugo Boss | Germany | Apparel | 4,270 $m | 3% |
| 97 | PayPal | United States | Financial Services | 4,251 $m | New |
| 98 | Mini | United Kingdom | Automotive | 4,243 $m | New |
| 99 | Moët & Chandon | France | Alcohol | 4,131 $m | New |
| 100 | Lenovo | China | Technology | 4,114 $m | New |
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中國僅僅兩家企業入百榜 看來我們的路還長。。。