2016年BRANDZ全球最具價值品牌百強排行榜
出自 MBA智库百科(https://wiki.mbalib.com/)
2016年BRANDZ全球最具價值品牌百強排行榜(2016 BrandZ™ Top 100 Ranking Most Valuable Global Brands)
目錄 |
2016年BRANDZ全球最具價值品牌百強排行榜簡介[1]
根據研究機構Millward Brown編製的BrandZ最新排行榜，全球100個最具價值品牌的品牌價值仍遠遠領先於其他品牌，今年它們的總價值上升3%，至3.4萬億美元。
過去10年，全球最具價值品牌100強的品牌價值增長一倍多，增幅達到133%。品牌價值是根據收入和盈利能力等財務指標，結合消費者品牌認知調查計算的。
Millward Brown的BrandZ估值主管Elspeth Cheung表示：“排行榜10強過去由消費品主宰。今年是科技。”
以下是今年BrandZ全球最具價值品牌百強榜出現的一些趨勢：
價值增長最快的品牌
與去年相比，亞馬遜(Amazon)、星巴克(Starbucks)和Facebook今年的品牌價值飆升。亞馬遜的品牌價值增長59%，至990億美元，排名第七，Elspeth Cheung表示，這在一定程度上源於其創造需求、而不僅僅是滿足需求的能力。她表示，亞馬遜的一小時送貨服務對其他零售商加快送貨速度構成壓力，同時這家線上零售商進入物流領域對聯合包裹(UPS)、聯邦快遞(FedEx)以及DHL等快遞公司構成威脅。
Facebook的品牌價值增長44%，該公司增加了新的功能，包括平安信使(Safety Check)，讓用戶迅速通知家人和朋友他們是安全的。Elspeth Cheung表示，這些創新提高了這家媒體集團作為一個不可或缺的全球聯絡媒介的重要性，同時增加了其對廣告商的價值。
星巴克的品牌價值增長49%，排名第21位，該公司已從咖啡館發展到人們可以逗留一整天的地方，它現在供應早餐、午餐和晚餐，一些地方還供應酒水。
熱門行業
品牌價值增長最快的行業是服裝，由運動服飾耐克(Nike)和快時尚品牌Zara引領，因為人們更多地關註健康和健身，同時Zara的快時尚在中國變得越來越受歡迎。
科技、電信企業與一些快餐集團的品牌價值均出現增長，後者包括星巴克（BrandZ將它列入這一分類）和麥當勞(McDonald's)，麥當勞的品牌價值增長9%，儘管排名沒有變化。
失寵行業
品牌價值降幅最大的包括油氣公司（仍因大宗商品價格處於低位而受到影響）和銀行（面臨著PayPal等支付系統日益激烈的競爭，PayPal的品牌價值增長35%）。
地區
在全球最具價值品牌百強榜上，有15個中國品牌上榜，比去年多一個，較10年前大有增加，當時中國移動(China Mobile)是唯一上榜的中國品牌。
中國品牌上榜主要是擠掉了歐洲企業，這表明，經濟實力正向東方轉移。只有一家印度品牌登上百強榜：HDFC Bank。過去幾年，俄羅斯、墨西哥和巴西品牌紛紛落榜，這殘酷反映出這些新興市場的命運正發生變化。
美國仍是最具價值品牌大國，2016年該國10強品牌的品牌價值增長10%，至1.3萬億美元。以沃達豐(Vodafone)為首的英國10強品牌的品牌價值縮水8%。以德國軟體集團SAP為首的歐洲大陸10強品牌的品牌價值增長5%。最後，以騰訊(Tencent)、中國移動和阿裡巴巴(Alibaba)為首的亞洲10強品牌的品牌價值達3600億美元，僅比歐洲大陸和英國10強品牌的品牌價值總和低10%。
2016年BRANDZ全球最具價值品牌百強排行榜全榜單[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 |
太有用了！