2017《福布斯》品牌價值榜
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2017《福布斯》品牌價值榜（The World's Most Valuable Brands Of 2017）
目錄 |
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北京時間2017年5月23日晚，福布斯公佈了最新的全球品牌價值榜TOP100，蘋果、谷歌、微軟三家科技公司位居前三名。華為排名第88位，也是TOP100中僅有的一家中國企業。
這也是蘋果連續第七年占據品牌榜榜首，其品牌價值較去年上升了10%，相當於蘋果總市值的21%(8060億美元)。福布斯給予了蘋果極高的評價：它從未停下前進的腳步，在推出劃時代智能手機十周年之際，蘋果將在今秋推出iPhone8，萬眾期待的重大革新有望讓這家科技巨頭成為首家市值超過1萬億美元的公司。
谷歌以1018億美元的品牌價值緊隨其後，這也是谷歌連續第二年屈居第二。由於過去兩年分別實現了26%和23%的價值增長，谷歌正進一步縮小與蘋果的差距，公司在Android,Chrome、Gmail、GooglePlayStore、地圖、搜索和YouTube等七大產品線及眾多新技術研發正影響這全球數十億人的生活。
福布斯每年都會在全球考察超過200個國際品牌並篩選出100個最具價值品牌，此份榜單中的100大品牌來自15個國家，美國以56家公司入圍獨占鰲頭、德國(11)，法國(7)和日本(6)緊隨其後。科技企業以18家入圍成為最熱門行業，前十五名中有9家是科技公司，金融服務業有13家公司入圍，美國運通以245億美元領銜(第22位)，快速消費品有12家公司入圍，吉列以192億美元位居行業第一(第28名)。
電商巨頭亞馬遜以54%的品牌價值增長成為增速第一的公司，以541億美元的品牌價值位居第六，其推出的Prime服務會員數過去兩年成功翻倍至8000萬用戶，相當於2/3美國家庭成為了亞馬遜的用戶。Facebook(+40%)，星巴克(24%)和谷歌(23%)同樣表現不俗。IBM連續第二年成為品牌價值縮水“第一品牌”，排名從兩年前的第五滑落至第十三。
華為以73億美元品牌價值位居88，較上一年增長9%，成為僅有的一家入圍中國企業。
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2017《福布斯》品牌價值榜榜單[1]
| Rank | Brand | Brand Value | 1-Yr Value Change | Brand Revenue | Company Advertising | Industry |
|---|---|---|---|---|---|---|
| #1 | Apple | $170 B | 10% | $214.2 B | $1.8 B | Technology |
| #2 | $101.8 B | 23% | $80.5 B | $3.9 B | Technology | |
| #3 | Microsoft | $87 B | 16% | $85.3 B | $1.6 B | Technology |
| #4 | $73.5 B | 40% | $25.6 B | $310 M | Technology | |
| #5 | Coca-Cola | $56.4 B | -4% | $23 B | $4 B | Beverages |
| #6 | Amazon | $54.1 B | 54% | $133 B | $5 B | Technology |
| #7 | Disney | $43.9 B | 11% | $30.7 B | $2.9 B | Leisure |
| #8 | Toyota | $41.1 B | -2% | $168.8 B | $4.3 B | Automotive |
| #9 | McDonald's | $40.3 B | 3% | $85 B | $646 M | Restaurants |
| #10 | Samsung | $38.2 B | 6% | $166.7 B | $3.7 B | Technology |
| #11 | GE | $37.9 B | 3% | $100.3 B | - | Diversified |
| #12 | AT&T | $36.7 B | 12% | $163.8 B | $3.8 B | Telecom |
| #13 | IBM | $33.3 B | -20% | $79.9 B | $1.3 B | Technology |
| #14 | Intel | $31.4 B | 13% | $59.4 B | $1.8 B | Technology |
| #15 | Cisco | $30.7 B | 8% | $48.6 B | $186 M | Technology |
| #16 | NIKE | $29.6 B | 8% | $31.7 B | $3.3 B | Apparel |
| #17 | Mercedes-Benz | $29.2 B | 12% | $108.6 B | - | Automotive |
| #18 | Oracle | $29.2 B | 4% | $37.4 B | $68 M | Technology |
| #19 | Verizon | $28.9 B | 12% | $126 B | $2.7 B | Telecom |
| #20 | Louis Vuitton | $28.8 B | 6% | $9.9 B | $4.7 B | Luxury |
| #21 | BMW | $28.7 B | 0% | $83 B | - | Automotive |
| #22 | Budweiser | $24.6 B | 5% | $11.1 B | - | Alcohol |
| #23 | American Express | $24.5 B | 1% | $33.8 B | $3.7 B | Financial Services |
| #24 | Walmart | $24.1 B | -5% | $326.3 B | $2.9 B | Retail |
| #25 | Marlboro | $24.1 B | 10% | $23.8 B | $432 M | Tobacco |
| #26 | Honda | $24 B | -5% | $113.3 B | - | Automotive |
| #27 | SAP | $23.8 B | 10% | $25.9 B | - | Technology |
| #28 | Visa | $21.4 B | 11% | $15.1 B | - | Financial Services |
| #29 | Gillette | $19.2 B | -5% | $6.8 B | $7.2 B | Consumer Packaged Goods |
| #30 | Pepsi | $18.2 B | -6% | $9.5 B | $2.5 B | Beverages |
| #31 | Nescafe | $16.8 B | 3% | $8.9 B | - | Beverages |
| #32 | ESPN | $15.8 B | -7% | $11.8 B | $2.9 B | Media |
| #33 | L'Oréal | $15.6 B | 6% | $9.7 B | $8 B | Consumer Packaged Goods |
| #34 | Home Depot | $14.9 B | 9% | $94.6 B | $789 M | Retail |
| #35 | Starbucks | $14.9 B | 24% | $20.8 B | $249 M | Restaurants |
| #36 | H&M | $14.2 B | -11% | $21.6 B | - | Retail |
| #37 | Audi | $14.1 B | 0% | $57.6 B | - | Automotive |
| #38 | Accenture | $14 B | 8% | $35.7 B | $81 M | Business Services |
| #39 | Ford | $13.8 B | -2% | $146.3 B | $4.3 B | Automotive |
| #40 | Frito-Lay | $13.6 B | 1% | $11.2 B | $2.5 B | Consumer Packaged Goods |
| #41 | IKEA | $13.5 B | 14% | $37.3 B | - | Retail |
| #42 | HP | $13.2 B | -4% | $98.3 B | $586 M | Technology |
| #43 | Wells Fargo | $13.2 B | 4% | $94.2 B | $595 M | Financial Services |
| #44 | Hermès | $13 B | 11% | $5.5 B | $258 M | Luxury |
| #45 | UPS | $12.9 B | -1% | $60.9 B | - | Transportation |
| #46 | CVS | $12.9 B | 9% | $177.5 B | $216 M | Retail |
| #47 | Gucci | $12.7 B | 5% | $4.7 B | - | Luxury |
| #48 | Pampers | $11.6 B | 0% | $9 B | $7.2 B | Consumer Packaged Goods |
| #49 | Siemens | $11.5 B | 10% | $84.7 B | - | Diversified |
| #50 | HSBC | $11.4 B | -18% | $72.4 B | - | Financial Services |
| #51 | Zara | $11.3 B | 6% | $17.2 B | - | Retail |
| #52 | Mastercard | $11.3 B | 8% | $10.8 B | $811 M | Financial Services |
| #53 | J.P. Morgan | $11.2 B | 9% | $47.3 B | $2.9 B | Financial Services |
| #54 | Nestle | $11.2 B | -3% | $8.5 B | - | Consumer Packaged Goods |
| #55 | Ebay | $10.9 B | -3% | $8 B | $1.2 B | Technology |
| #56 | Fox | $10.7 B | -4% | $15.5 B | $2.4 B | Media |
| #57 | Chevrolet | $10.3 B | 5% | $84.4 B | $5.3 B | Automotive |
| #58 | Danone | $10.2 B | -4% | $10.2 B | - | Consumer Packaged Goods |
| #59 | Colgate | $9.8 B | 6% | $5.2 B | $1.4 B | Consumer Packaged Goods |
| #60 | Porsche | $9.6 B | 16% | $23.7 B | - | Automotive |
| #61 | Cartier | $9.3 B | -8% | $5.7 B | - | Luxury |
| #62 | Citi | $9.2 B | 12% | $84 B | $1.6 B | Financial Services |
| #63 | Kraft | $9.2 B | 1% | $6.7 B | $708 M | Consumer Packaged Goods |
| #64 | Lexus | $9.1 B | 1% | $21.7 B | $4.3 B | Automotive |
| #65 | Chase | $9.1 B | 7% | $52.4 B | $2.9 B | Financial Services |
| #66 | Bank of America | $9.1 B | 9% | $75.5 B | $1.7 B | Financial Services |
| #67 | Nissan | $9 B | 10% | $94.7 B | $26 M | Automotive |
| #68 | Hyundai | $8.9 B | 10% | $77.3 B | $1.8 B | Automotive |
| #69 | Rolex | $8.7 B | -1% | $4.5 B | - | Luxury |
| #70 | Red Bull | $8.7 B | 10% | $6.4 B | - | Beverages |
| #71 | Netflix | $8.5 B | 16% | $8.8 B | $842 M | Technology |
| #72 | Kellogg's | $8.4 B | -7% | $6 B | $735 M | Consumer Packaged Goods |
| #73 | Sony | $8.3 B | 10% | $58.5 B | $4.2 B | Technology |
| #74 | Santander | $8.3 B | 3% | $45.3 B | $735 M | Financial Services |
| #75 | Adidas | $7.9 B | 14% | $17.4 B | $2.1 B | Apparel |
| #76 | LEGO | $7.9 B | 11% | $5.4 B | - | Leisure |
| #77 | BASF | $7.8 B | -2% | $61.2 B | - | Diversified |
| #78 | Heineken | $7.7 B | 8% | $5.3 B | - | Alcohol |
| #79 | T-Mobile | $7.6 B | 11% | $35.9 B | $1.7 B | Telecom |
| #80 | BBVA | $7.5 B | 10% | $44.8 B | $423 M | Financial Services |
| #81 | Corona | $7.5 B | 10% | $4.8 B | - | Alcohol |
| #82 | Caterpillar | $7.5 B | -11% | $38.5 B | - | Heavy Equipment |
| #83 | FedEx | $7.5 B | -3% | $57.6 B | $417 M | Transportation |
| #84 | Adobe | $7.4 B | 18% | $5.8 B | $136 M | Technology |
| #85 | Goldman Sachs | $7.4 B | 12% | $37.7 B | - | Financial Services |
| #86 | Lowe's | $7.3 B | 16% | $65 B | $893 M | Retail |
| #87 | Chanel | $7.3 B | 2% | $5.1 B | - | Luxury |
| #88 | Huawei | $7.3 B | 9% | $75.5 B | - | Technology |
| #89 | Target | $7.3 B | 1% | $69.5 B | $1.5 B | Retail |
| #90 | Philips | $7.2 B | 6% | $26.1 B | $1.2 B | Diversified |
| #91 | Boeing | $7.1 B | 2% | $94.6 B | - | Aerospace |
| #92 | Subway | $7.1 B | 0% | $17 B | - | Restaurants |
| #93 | Lancome | $7.1 B | 7% | $4.7 B | $8 B | Consumer Packaged Goods |
| #94 | Hershey | $7 B | 4% | $4.7 B | $521 M | Consumer Packaged Goods |
| #95 | Costco | $7 B | 4% | $121.2 B | - | Retail |
| #96 | Walgreens | $7 B | 12% | $81.3 B | $598 M | Retail |
| #97 | Panasonic | $6.9 B | -3% | $63.9 B | - | Technology |
| #98 | Nivea | $6.9 B | 9% | $4.5 B | $1.6 B | Consumer Packaged Goods |
| #99 | Coach | $6.8 B | -8% | $4.5 B | $202 M | Luxury |
| #100 | Allianz | $6.8 B | -1% | $117.6 B | - | Financial Services |
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