世界品牌實驗室發(fā)布2017年世界品牌500強?。ㄖ杏⑽膶φ眨?/a>

原標題：世界品牌實驗室發(fā)布2017年世界品牌500強（附：500強榜單）

由世界品牌實驗室(World Brand Lab)獨家編制的2017年度(第十四屆)《世界品牌500強》排行榜于12月21日在美國紐約揭曉。蘋果(Apple)退居第二，亞馬遜(Amazon)在新零售模式中穩(wěn)步推進，繼續(xù)保持季軍的位置。中國入選的品牌只有37個。

由世界品牌實驗室(World Brand Lab)獨家編制的2017年度(第十四屆)《世界品牌500強》排行榜于12月21日在美國紐約揭曉。去年的亞軍谷歌(Google)自發(fā)布人工智能戰(zhàn)略后，在科技的道路上越走越堅定，一舉擊敗蘋果(Apple)重返寶座。蘋果(Apple)退居第二，亞馬遜(Amazon)在新零售模式中穩(wěn)步推進，繼續(xù)保持季軍的位置。美國占據(jù)500強中的233席，穩(wěn)居品牌大國第一。中國入選的品牌只有37個，與經(jīng)濟第二大國的地位不太匹配。其中表現(xiàn)亮眼的品牌有國家電網(wǎng)、騰訊、海爾、華為、中國華信、青島啤酒、五糧液、中國國航、中國太平。

Dec 21, 2017, New York — World Brand Lab released “the World’s 500 Most Influential Brands” (14th edition) list. Google, runner-up of last year’s list beat Apple and regained the throne. Since the release of AI Strategy, Google continued to spark with high popularity in technology sector. Apple relegated to second place and Amazon continued to maintain its third place with its new retail model success. 233 US brands were in the list, indicating US’s first place with strong power of brands. China had only 37 selected brands, which did not match the status of its second largest economy in the world. Some of the best-performing brands are State Grid, Tencent, Haier, Huawei, CEFC China Energy, Tsingtao Brewery and Wuliangye.

連續(xù)十四年發(fā)布的《世界品牌500強》(The World's 500 Most Influential Brands)，其評判依據(jù)是品牌的世界影響力。所謂品牌影響力(Brand Influence)，是指品牌開拓市場、占領市場并獲得利潤的能力。按照品牌影響力的三項關鍵指標，即市場占有率(Market Share)、品牌忠誠度(Brand Loyalty)和全球領導力(Global Leadership)，世界品牌實驗室對全球2萬個知名品牌進行了評分，最終推出了世界最具影響力的500個品牌。

Based on brand’s global influence, the ranking list of the " the World’s 500 Most Influential Brands " has been released for 14 consecutive years. Brand Influence refers to ability of brand to open up the market, capture the market and earn profit. According to three key indicators of brand influence, namely Market Share, Brand Loyalty and Global Leadership, World Brand Lab scored more than 20,000 famous brands around the world and eventually launched the world's most influential 500 brands.

2017年《世界品牌500強》排行榜入選國家共計28個。從品牌數(shù)量的國家分布看，美國占據(jù)500強中的233席，繼續(xù)保持品牌大國風范；歐洲傳統(tǒng)強國法國和英國分別有40個和39個品牌上榜，分列二三位。日本、中國、德國、瑞士和意大利是品牌大國的第二陣營，分別有38個、37個、26個、21個和14個品牌入選。由此可見，即使歐洲經(jīng)濟低迷，但歐美國家的超級品牌似乎依然堅挺。中國雖然有37個品牌入選，但相對于13億人口大國和世界第二大經(jīng)濟體, 中國品牌顯然還處于“第三世界”。

今年新上榜的品牌總計有38個，這些品牌分散于各個行業(yè)。其中，有24個品牌來自美國，其余來自于中國(3個)、瑞士(3個)、日本(2個)等。美國作為世界品牌強國，各個行業(yè)都有品牌佼佼者，新上榜的戴爾公司(Dell)是最大 PC 制造商之一，自2013年轉(zhuǎn)型后，跨出了轉(zhuǎn)折性的一步。韓國起亞(Kia Motors)、日本東京海上控股(Tokio Marine)也紛紛進入榜單；而中國新上榜的中國南方電網(wǎng)(China Southern Power Grid)、中國中車(CRRC)和五糧液(Wuliangye)也一直聞名中外。

受薩德事件影響，零售品牌樂天(Lotte)在中國的業(yè)務近乎癱瘓，成為今年下滑最大的品牌輸家。因被爆出造假丑聞，三菱(Mitsubishi)品牌聲譽受損，使其直接跌落了104個座次；同樣曾屬日本制造業(yè)典范的日產(chǎn)(Nissan)也在今年被爆出存在了38年的質(zhì)檢丑聞，導致工廠停產(chǎn)、車輛召回、銷量嚴重下滑，品牌價值下跌。同樣因為深陷丑聞風波而導致品牌排名下降的還有優(yōu)步(Uber)，互聯(lián)網(wǎng)共享經(jīng)濟正在蓬勃發(fā)展，優(yōu)步的丑聞使其市場份額也在近些年不斷下降，驗證了其品牌形象的跌落。值得一提的是，新興行業(yè)的迅猛發(fā)展與傳統(tǒng)老牌行業(yè)的衰退有著鮮明的對比，老牌手機制造業(yè)也繼續(xù)下滑，曾經(jīng)的手機巨頭愛立信也已跌出了500強榜單。

2017年度《世界品牌500強》的平均年齡達到100.19歲，相比去年的93.71有所上升。其中100歲及以上的“老字號”達216個，美國以94個占比達到4成。英國的兩所知名學府牛津、劍橋分別列為最古老品牌的前兩名。學校的歷史積淀是知識的沉淀感的最佳表象。除去擁有悠久歷史的著名大學之外，中國的茅臺(Moutai)是企業(yè)界擁有最長歷史的品牌。此外，法國兩家老牌公司圣戈班(Saint Gobain)和人頭馬(Rémy Martin)也分別擁有352年和293年歷史，在古老品牌中名列前茅。中國入選的37個品牌中只有茅臺、青島啤酒、五糧液、中國銀行超越百齡。依行業(yè)來看，食品與飲料類品牌最古老，100歲以上的入選品牌占到了27個。而互聯(lián)網(wǎng)品牌最年輕，如連我(LINE)、WhatsApp、Instagram等品牌從建立至今不到 10 年的時間，卻都擁有幾億用戶，并成為世界級品牌。

The average age of brands on the list in 2017 reaches 100.19 years old, up from 93.71 last year. Of these, 216 were time-honored brands which have the age of 100 and over. The United States accounts for 40% with 94 brands. Two well-known British universities Oxford and Cambridge, respectively, are listed as the top two oldest brands. The historical accumulation of the school is the best representation of the weight of knowledge. Apart from the famous universities with a long history, China's Moutai is the longest-running brand in the business world. In addition, Saint Gobain and Rémy Martin, two time-honored French companies, were 352 and 293 years old respectively, and top among the oldest brands. Among the 37 brands selected from China, only Moutai , Tsingtao , Wuliangye and Bank of China reaches the age of 100 and over. By industry, brands in food and beverage industry are the oldest, with 27 selected brands over the age of 100. The brands in Internet industry are the youngest and brands, such as LINE, WhatsApp and Instagram, already earn hundreds of millions of users and become world-class brands although they are all less than 10 years old.

The full list and analysis report of the “World’s 500 Most Influential Brands“ is published in the 12th issue of Boss magazine, subsidiary of World Executive Group. Since 2003, World Brand Lab has been tracking more than 40,000 major brands in 50 countries in the world and has established the largest world brand database. World Brand Lab is the world's leading brand consulting, research and evaluation agency. 1999 Nobel Prize-winning economist Robert Mundell serves as the president of World Brand Lab. World Brand Lab is a wholly owned subsidiary of the world-leading strategy consulting company World Executive Group (icxo.com). World Brand Lab is committed to brand valuation, brand strategy, brand naming, brand design, brand protection and is comprised of experts and consultants from Harvard University, Yale University, Massachusetts Institute of Technology, Oxford University and University of Cambridge. Their significant research findings have been applied by many enterprises as important references of intangible asset evaluation in mergers and acquisitions (M&A) processes.

附：2017年世界品牌500強名單

編制說明：

Notes:

1.本排行由世界品牌實驗室(World Brand Lab)獨家編制，依據(jù)四項指標：品牌影響 力(Brand Influence）、市場占有率(Market Share)、品牌忠誠度(Brand Loyalty)和全球領導力(Global Leadership))。

1.This ranking list is exclusively compiled by World Brand Lab based on four indicators: Brand Influence, Market Share, Brand Loyalty and Global Leadership.

2.合并后的聯(lián)合品牌, 以合并前的品牌中的年長品牌為準，如路透社1850年成立，湯姆森集團 1953 成立，那么合并后的湯森路透的品牌年齡應從1850年算起。

2.The brand age of the joint brand after merger will be the older one before merger, for instance, Reuters was established in 1850 and Thomson Group was established in 1953, then the combined Thomson Reuters brand age should be from 1850 onwards.

3.被跨國兼并的品牌，以被兼并前的誕生地所在國家為“品牌國籍”；設立多國總部的品牌，以誕生地所在國家為“品牌國籍”。

3.A multinational-merger brand is located in the country where the company is located before merger; A brand with multinational headquarters is located in the country of origin

4.橫跨多種行業(yè)的品牌，以收入最多的主營業(yè)務所在行業(yè)為準。

4.For a brand with variety of sub-sectors, sector category is selected based on the main business with most revenues

5.外國品牌的中文名稱以中國大陸的約定俗成翻譯為準，沒有中文名稱的外國品牌，世界品牌 實驗室將視情況進行翻譯或不翻譯。

5.The Chinese name of the foreign company is based on the translation in mainland China. The foreign brands without Chinese name shall be translated or untranslated according to specific situation

來源：世界品牌實驗室官網(wǎng)

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