世界品牌實驗室發(fā)布2017年世界品牌500強！（中英文對照）

原標(biāo)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.

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。

A total of 38 brands are newly listed this year, and these brands are scattered in various industries. Among them, there are 24 brands from the United States, the rest from China (3), Switzerland (3), Japan (2) and so on. As a powerful country in brands, the United States has leaders in all industries. The newly listed brand Dell, one of the largest PC manufacturers, has taken a turnaround since the transition in 2013. Kia Motors from South Korea and Tokio Marine from Japan are also included in the list. The newly listed China Southern Power Grid, CRRC and Wuliangye from China have all been well-known worldwide.

針對中國品牌入選數(shù)量少的問題，美國加州大學(xué)伯克利分校Haas商學(xué)院米格爾·博阿斯教授(Miguel Villas-Boas)認(rèn)為，“過去，中國品牌的命名、定價和形象設(shè)計,都不夠國際化。在未來，隨著移動網(wǎng)絡(luò)和社交媒體的全球普及，能使中國品牌很容易接觸到各國最終用戶,并迅速縮小與世界品牌的差距”。哈佛大學(xué)商學(xué)院約翰·戴騰(John Deighton)教授認(rèn)為，“中國品牌在歐美一線市場目前沒有站穩(wěn)腳跟,但是在非洲、南美、南亞等二線市場，中國品牌策略是成功的。譬如在非洲，中國品牌的手機銷量超過了蘋果和三星?！?br/>

According to Miguel Villas-Boas, professor at the Haas School of Business at the University of California, Berkeley, in view of the small number of selected Chinese brands: “In the past, the naming, pricing and image design of Chinese brands were not sufficiently internationalized. In the future, with the global popularization of mobile networks and social media, Chinese brands will have easy access to end-users in all countries and rapidly narrow the gap with world brands. " According to Professor John Deighton of Harvard Business School, "Chinese brands are not well established in the US and Europe first-tier markets, but their brand strategies have been successful in second-tier markets such as Africa, South America and South Asia. For example, in Africa, the sale volume of Chinese brands phones exceeds those of Apple and Samsung. "

世界品牌實驗室主席、諾貝爾經(jīng)濟學(xué)獎得主羅伯特·蒙代爾(Robert Mundell)教授分析說，“品牌價值的魅力，往往能通過資本市場體現(xiàn)。譬如，蘋果、谷歌、亞馬遜的市值分別為8900億美元、7500億美元和5600億美元。如此高的市值中，品牌價值至少占有60%。中國政府應(yīng)該通過各種途徑，鼓勵企業(yè)實施品牌策略。譬如，中國本土市場的超級品牌(Super Brand)大約5000個,很多品牌企業(yè)并沒有公開上市融資，但可以鼓勵品牌證券化，用來產(chǎn)生現(xiàn)金流。品牌證券化在歐美流行多年，是一種重要的金融工具”。

Robert Mundell, chairman of World Brand Lab and Nobel laureate in Economics, said, “the charisma of brand value can often be reflected in the capital markets. For example, the market capitalization of Apple, Google and Amazon is 8900 billion, 750 billion and 560 billion US dollars respectively. The brand value would at least account for 60% of such high market capitalizations. Chinese government should adopt various channels to encourage enterprises to implement brand strategy. For example, there are around 5000 Super Brands in the Chinese domestic market and many of them are not publicly listed for funding. However, they can be encouraged for brand securitization to generate cash flow. Brand securitization has been prevalent in Europe and the United States for many years as an important financial tool.

2017年度《世界品牌500強》的完全榜單和分析報告，刊登在世界企業(yè)家集團旗下的《總裁》雜志12 月號上。世界品牌實驗室自 2003年開始就對世界50個國家的4萬多個主流品牌進行跟蹤研究，并建立了最大的世界品牌數(shù)據(jù)庫。世界品牌實驗室(World Brand Lab)是全球領(lǐng)先的品牌咨詢、研究和測評機構(gòu)，由1999年諾貝爾經(jīng)濟學(xué)獎得主羅伯特?蒙代爾教授(Robert Mundell)擔(dān)任主席，全資附屬于世界企業(yè)家集團(iCEO.com)。世界品牌實驗室致力于品牌估值、品牌戰(zhàn)略、品牌命名、品牌設(shè)計、品牌保護，其專家和顧問來自哈佛大學(xué)、耶魯大學(xué)、麻省理工學(xué)院、牛津大學(xué)、劍橋大學(xué)等世界一流學(xué)府,其研究成果已經(jīng)成為許多企業(yè)并購過程中無形資產(chǎn)評估的重要依據(jù)。

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(biāo)：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(lǐng)導(dǎo)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(zhǔn)，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(yīng)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(shè)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(wù)所在行業(yè)為準(zhǔn)。

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(zhǔn)，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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